The BBC not only covers the recent BMW investment in MINI but dives a bit deeper into the subject than other previously posted articles. Here’s an excerpt:
Since its launch during summer 2001, the new Mini has gone from strength to strength.
Last year, almost one in six cars sold by the BMW group was a Mini.
The company admits that the success of the brand came despite scepticism from many in the industry.
“Our decision to produce a new Mini was not received well right away,” said Norbert Reithofer, a member of the BMW management board.
Initially, BMW said it would produce 100,000 Mini models a year at its vast Cowley factory on the outskirts of Oxford, but the target was quickly reached, then raised, time and time again.
Not everyone is convinced that the boom can continue.
“The risk is that after they’ve invested massively in the brand, demand tapers off like it did with the new VW Beetle,” said Brad Wernle, from Automotive News Europe.
“Of course the day will come,” Mr Reithofer said.
“But we will have ideas. It’s not just a one-trick pony.”
<p>I find it amusing that people continually compare a brand – MINI – to a single product – the VW Beetle. There are so many ways to extend the model lineup within the MINI family. </p>
<p>Didn’t the New Beetle and the PT Cruiser peak and decline pretty quickly? After 2-3 years? And we’re now well into the 4th year, with sales continuing to accelerate. So they should stop lumping the Mini into a “fad car” category.</p>
<p>Most people seem to always compare the Mini to a beetle no matter if they are your friends, who don’t know much about the brand, or the auto industry. I belive limiting supply while adding new products keeps a steady demand that will provide continued growth. </p>
<p>Yes they are increasing production but if you look at how they have had to scale back overal production of the cooper and the S to make the carbrio you can see what I mean. I say keep production in check, continue slow growth, intro new variants and the above all keep the quality up with brand image and limits.</p>
<p>:)</p>
<p>The Beetle was basically an inexpensive small car with a different body shell – hardly the same as the MINI.
The PT Cruiser is a fairer comparison; the problem there seemed to be it took too long to bring out the GT version. But I think the PT is still selling reasonably well.</p>
<p>As I recall, in the U.S. alone, during the first year, there were over 80,000 New Beetles purchased. By the end of the second year there were well over 150,000 New Beetles in the U.S.</p>
<p>MINI won’t see 150,000 cars in the U.S. until some point late in the 5th year or early in the 6th model year.</p>
<p>Basically MINI has keeps supply short and thats what is keeping demand strong.</p>
<p>Keep in mind that the PT Cruiser is also an inexpensive small car with a different shell. (Neon)</p>
<p>Of the three “retro mobiles” in question, only the MINI is it’s own car from the ground up.</p>
<p>The market got flooded with Beetles and PT’s too rapidly. It’s hard to have a car that’s “Different” when everybody else has one too. I probably see 2 or 3 other MINI’s out on the road per week, and I live in a heavily populated area. I wouldn’t trade in my MINI if everyone else had one, but I’m pretty glad they don’t!</p>
<p>Let’s see, they also compare the Smart to a MINI, and some of the cars based on the Kappa platform (ie: Nomad) on the MINI also. Just as wrongly as I would say. A better ‘retro’ example to contrast the MINI to would be the Thunderbird. That was a retro car that they tried to get right, and was it’s own distinct car. </p>