This week BMW not only took the wraps off of a new car but also a new identity and brand strategy for MINI. While the most visible sign is a modernized (and fantastic looking logo in our opinion) logo, the evolution of the brand’s strategy and design tenets are the bigger story here.
Design, authenticity and long-term value define the new brand image, which will initially be seen in a newly-designed logo, new font and new visuals. In addition MINI is said to be exploring new approaches to communications in the launch campaign for the new Clubman.
Sebastian Mackensen, head of MINI, emphasised: “Since its creation in 1959, the MINI brand has always stood for ideas, inspiration and passion. We want to continue the MINI success story and have refined our brand strategy and refreshed the brand’s visual identity – starting with the campaign for the new MINI Clubman. We aim to make more people avid MINI fans – with a new brand identity and new offerings in the future.” continued →
A few weeks ago we tipped you off to the upcoming subtle rebranding of the MINI identity. As it turns out that was just the tip of the iceberg. Today MINI is announcing that is realigning the MINI brand’s product and brand strategy. At the world premiere of the new MINI Clubman in Berlin, Peter Schwarzenbauer, member of the Board of Management of BMW AG, responsible for MINI, Rolls-Royce, BMW Motorrad and After Sales, explained how he plans to develop the brand: “Since its creation in 1959, the MINI brand has always stood for ideas, inspiration and passion. That will not change. The new MINI Clubman is the symbol of our refined brand philosophy: We will concentrate in future on five core models with strong characters. We will open ourselves up to new ideas and new business areas. We will develop the brand’s visual identity. We are expanding our offering into the premium compact class, which will attract new customers and avid MINI fans. I firmly believe that this comprehensive realignment will enable us to continue the MINI brand’s unique success story.” continued →
The MINI Clubman is a further evolution of MINI’s design language. And in our eyes it’s the most sophisticated and understated product we’ve seen from the brand. That makes sense given the position of the car within the brand’s offerings. But does it work? In our eyes it’s a resounding yes. This is an attractive vehicle that makes its case without having to use the words unique or quirky. It just works. And that’s a good thing because this is a car that could grow the brand with consumers who could never quite fit their lifestyles into MINI’s previous products. But enough of us. Lets here about the new Clubman from the designers themselves.
Official Release: In 2007, MINI wrote a new chapter in the brand’s history when it extended the product family by a vehicle concept that was both innovative and stand-alone: the MINI Clubman. This MINI take on a “shooting brake” was a sports car that combined the style of a coupé with a hatchback for greater functionality – and proved a winning formula from the start. continued →
The 2016 Clubman is only a few weeks away from making its public debut, but MINI’s PR effort is already in full force. To support the launch of the F54 and unveil the creative process behind the new car, MINI is running a series of video shorts called The Cultural. The first one showcases director Andre Saraiva and tattoo artist Scott Campbell. Make sure to watch the clip until the end to see a new interpretation of the legendary MINI logo. continued →
For your weekend reading pleasure, we present a friend from the past. Chris Bangle of course is the BMW Group’s former head of design and was instrumental in defining the look of the modern MINI from the R50/R53 to the R56. Now having moved on from BMW he has his own consultancy that works with companies in many different verticals. And he also apparently still follows the automotive world as evidenced by his take on the future of car design recently published on his personal blog. continued →
Gert Hildebrand, former Head of Design at MINI, introduced at the Shanghai Auto Show a new SUV concept for the Chinese brand, Qoros. As many of you probably know, Mr. Hildebrand is VP of Design at Qoros Automotive. The Wall Street Journal had the chance to talk to him about this new concept. continued →
In short, we have no idea. There are many things that we would like to see MINI do better, but none of those things are truly innovative and should be the standard for any premium brand anyway. You are probably wondering where we think MINI should do better, so here is a quick list: sales experience, service experience, product quality, and marketing. Because of the types of products MINI sells (i.e. combustion engines) and because of the way BMW North America, and by extension MINI USA, is currently set-up (i.e. dealer network), it is actually difficult to truly innovate in most of the areas mentioned above. So what else is there? continued →
1st Gen MINI R50: One & MC Hatch R52: All 1st Gen MINI Convt. R53: MCS Hatch 2nd Gen MINI R55: Clubman R56: Hatch R57: Convertible R58: Coupe R59: Roadster R60: MINI Crossover R61: MINI Crossover Coupe 3rd Gen MINI F54: Clubman F55: Five Door Hatch F56: Hatch F57: Convertible F60: MINI Crossover F58: Traveller
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