MINI Cooper Signature Line is all about MINIUSA getting serious about offering value to customers. While we’d argue there’s already plenty of value to be found (especially in the F56, F55 and F54), US sales would show that there’s clearly more that can be done. To that end MINI USA has created a package that brings a handful of key options to customers for the lowest price possible.
Think of the MINI Cooper Signature Line as a value pack for people who want a minimalist approach to a MINI. To that point the line gives you four options:
- Upgraded paint (see options above)
- 16” Black Victory Spoke Wheels
- White turn signals
- Heated seats
Normally those options would be $3100. With the Signature Line they’re just $2200 over the Cooper’s base price of $21,600 for the two door and $22,600 for the four door.
Our Take: This is a great way for dealers to pass value onto shoppers but we can’t help but be disappointed at the automatic only configuration. We would love to see a manual version of the Signature Line. Perhaps call it Signature Line Sport and add on Dynamic damper control, 17” wheels and bonnet stripes? Or maybe skip the wheels and add sport seats? Pricing would be identical and would offer performance oriented buyers a chance to walk out the door under $25k.
According to MINI USA the Signature Line was developed in response to dealer feedback, who shared our customers’ wish for an uncomplicated way to join the MINI family. Put simply this is car offers potential owners a way into the brand for a low monthly price.
That aside what is interesting about the Signature Line is that it would appear that MINI is trying to get more lower priced cars on dealer lots. There’s an entire marketing campaign ready to roll and plenty of MINI USA dealer support to sell lots of Signature Line equipped Coopers. In reading between the lines it’s clear that MINI USA is looking to increase volumes, lower it’s buyer’s average age and simplify dealer ordering.
Perhaps even more interesting we’re hearing that MINI USA is considering eliminating all packages in 2019 cars and going with “Lines” similar to BMW. There would still be plenty of options available outside of the lines but the concept would be intended to reduce the complexity of the ordering process.
We’re optimistic it may just do that. But we can’t help but feel that MINI needs to address the enthusiast in its potentially “Line” strategy. It could also help with previous MINI owners who are looking for an inexpensive way back into the brand.
Look for Signature Line cars to arrive to showrooms in Late August and early September.