MF Exclusive: While BMW’s buyout of the JCW brand may have taken longer than anticipated, BMW is wasting no time in getting to work. Not only are engineers in Munich and Designers in London hard at work on new JCW vehicles, but branding experts are also working on how to tweak the JCW messaging. That’s right, we’ve learned that BMW is planning on a complete JCW re-branding to debut later this year.

As more than a few in the Motoringfile comment section over the years have mentioned, the JCW logo is about a weak a brand mark as you’ll find. And with the purchase of JCW by BMW earlier this year, this seems like a perfect opportunity to revisit the look at and feel of MINI’s performance brand.

Next week we’ll have a bit more on the rumored new JCW vehicles.