Does the MINI’s Production Location Matter?
With momentum building for BMW’s new “Colorado” (code name only) MINI soft-roader, production plans are starting to take shape. And it was with this knowledge that I posed this specific question to MINI USA VP Jim McDowel; “how important is it to the MINI brand to be built in Oxford?” As we reported on MF a few weeks back, Mr. McDowel’s answer was surprisingly straightforward; “while it’s important for MINIs to be built in Oxford, it shouldn’t be a limiting factor. For instance, BMWs are built in Munich. But that doesn’t stop BMW from having plants in such locations as South Africa and the United States.”
So based on that comment and reports that support it, we know MINI and BMW will be most likely manufacturing the “Colorado” outside of the UK. But does this matter to you as MINI owners and potential buyers? How does the location of the factory impact the brand and how you perceive the heritage? We know you have opinions… lets hear them.
It does not matter to me, as long as it is still a quality car. It may make sense to be made in America like the x5 if the majority of the buyers are here.
For some weird reason, for example, the Toyota camry in SE Asia, and that made in US Kentucky plant, though similar to the last bolt, the metal hood is much softer here in KY, one finger pressure is all it needs to leave a lasting imprint on the hood, the other would be the quality of the paint on the doors…saw bubbles on my friend’s 2000 camry vs that in SE Asia car.
HAve you notice the difference in the strength of the metal on the hood and fenders of a R53…its awesome-ly strong!!!!
So lets see the difference in quality … not quality issues per say, but the quality of the raw materials….
HAppy Motoring…loves that awesome soundtrack of the exhaust still…..2006 MiniS happy owner…Dreamy!!!
The second they start making them in South America like VW, it’ll all be over for me. It all comes down to build quality. Certain countries seem to be able to keep (fairly) consistent build quality throughout a production run, but others just can’t even with supervision.
Its all about the quality. Heritage is heritage. As long as some MINIs are being made in Oxford it isn’t blasphemy to have one model built elsewhere.
I do agree with Shamus that if they moved it to Mexico or South America the quality would suffer. But a plant here held to the same standards as Oxford or BMW should be a blessing, not a curse. Think of being able to get your MINI without long waits.
<blockquote>The second they start making them in South America like VW, it’ll all be over for me. It all comes down to build quality. Certain countries seem to be able to keep (fairly) consistent build quality throughout a production run, but others just can’t even with supervision.</blockquote>
You do realized the bulletproof tritec engine for the R53 is made in South America, dontcha?
not that I want the whole MINI to be built there either.
Do any of the GP owners feel their car is inferior due to it being assembled in Italy? Would you not buy the next “full-on” JCW car if it were to be made in the US? There will always be purist, but for the majority, a car stands on its own merit. The language the factory workers speak is not a factor in my opinion.
Build it in SC! I want factory delivery!!
I think it’s important that all the “traditional” MINIs (coupe, conv, clubman, etc) are built in the UK to maintain the heritage of the brand. However, variations like the R58, which will have MINI characteristics but would obviously not be a MINI in the traditional sense, can be built anywhere (with high quality, of course!).
That being said, there is definite appeal to having your British car made in the UK, German made in Germany, Japanese made in Japan, etc. I was excited to have my Protege5 made in Hiroshima. My current Jetta is made in Mexico and the quality is great, but it would be cool if it was made in Germany.
I think as long as they can produce a quality car, it does not matter if it is built in Oxford. Will some of the heritage be lost? Possibly. But I think we will get over it once the grin on our faces sets in 😉
I think heritage is important, but I personally value build quality over factory location. As an example, I recently learned that the BMW X3 is actually built by Magna Steyr in Graz, Austria. The plant where it’s built actually has no formal connection with BMW whatsoever, although the company does enjoy an excellent reputation in the design and production of all-wheel drive technology. It seems more likely for MINI that BMW might invest in a new factory location which would be designed by the parent company expressly for the new product line.
Quality, quality, quality. That is what counts.
As well as a coporate sense of community. I don’t care much about the heritage, but I do care about looking not only at the bottom line, but at how MINI and BMW fit into the community and how they can be good corporate neighbors.
I think that BMW has done a decent job at maintaining quality, considering the engines are from Brasil, trannys from Germany, and assmbly is UK.
I know that BMW would never compromise quality when they would build one of their vehicles outside of it’s original home market. The 3 series built in S.C. back in the 90’s and the 3 series built in SOuth Africa are every bit as good as the ones manufactured in Germany.
Is it worth mentioning that the Classic Mini wasn’t only built in Oxford? In fact in wasn’t only built in England. Some were also made in Italy, Spain, South Africa, Venzuela and Australia
Hey you guys BMW is building a plant in India, and the China one is up and running making long-wheelbase 5 series. Also BMW South Africa has been churning out cars for years. The X5 and Z3 and Z4 are from Spartanburg NC.
It is not rocket science to work out the maximum production figure of Oxford over 24/7/365.
Go ahead and build MINI in USA for the domestic market, but can enough sales be generated to make it worthwhile?
Oh and Jim, even little old New Zealand assembled Classic Mini – from which USA buyers are now importing good examples…
Exactly. The R50/52/53 engine was built in Curitiba, Brazil, home to some of the most advanced automotive operations in the world. Volkswagen also manufactures vehicles for export markets in that area.
The problem here is not whether “Hans” “Jim” or “Carlos” lack or don’t the work ethics and skills to put together a quality product. This has more to do with the corporate culture and their approach to effective quality control processes.
To suggest that a car built in South America is of questionnable quality is a pretty one-sided and prejudiced point of view, at best.
One day, not too far away, most cars for worldwide consumption will be built in China. Yep, that’s right. So if you can’t stomach the sight of your favorite Bimmer, MB or Honda with the “made in china” label sticker, then you might as well forgo ever owning a car again and go back to bicycles or public transportation.
In the scheme of economy of scales, I applaud MINI’s decision to allow MINI to build their products outside the Cowley-Oxford base manufacturing facility. You have to understand that the UK operation is currently bursting at their seams and that Cowley will not be able to either increase production or build added models without significant investment and re-structuring. Quality will suffer too, on a plant building too many models while trying to keep up with fierce customer demand.
If My next MINI is made in Austria, Canada, Colombia, Brazil, Mexico, etc I will be confident on its quality and reliability. Just look at the 3 series BMW’s built in at the Rosslyn plant in South Africa. They all look as good as its breathen made in Bavaria.
Its all a matter of perspective in this global economy.
Back in 1993-1994, Rover licensed the manufacturing of classic Minis to a manufacturer in Venezuela. These were special Minis, because they had a fiber glass body instead of a steel body. They were called the Minicords and most of them were sold through Minicord dealerships in Colombia and Venezuela.
Fantastic cars overall.
And before I forget, remember that the vaunted classic VW Beetle was manufactured for several years in Mexico, Brazil and Africa, even after they had cease production in Germany decades earlier.
Today, you can go to a VW dealership in South Africa and buy a brand new MK1 VW Golf/GTI, in the same body style as the car that was sold here from 1976-1984.
As the old Mini was built in a bewildering amount of plants all over the world, including fibreglass versions, I don’t have problem with “Made in Wherever”. I just don’t think an SUV-like MINI is good idea unless it totally re-defines the niche they’re shooting for. The Moke idea of a basic wide open softie-roader, with minimal accoutrements and a wash-and-wear approach (think garden hose when you want to scrub the footwells) to maintenence would be a good start. I like the idea of stainless steel floors, myself.
BCNU,
Rob in Dago
Vanwall, for some odd reason I find myself pretty intrigued by the upcoming R58 MINI. It seems to me that BMW wants MINI to be a full fledge car company offering a range of models suited to different tastes, needs and budgets. I think the long term goal of BMW upon the revival of the MINI brand back in 2001, was not only to bring back the updated 21st century version of the iconic Mini, but to create a whole new array of models or spinoffs from the basic idea of the base 3 door design.
<blockquote>
Greg W
Oh and Jim, even little old New Zealand assembled Classic Mini – from which USA buyers are now importing good examples…</blockquote>
I knew I’d miss at least one off my list!
“I think that BMW has done a decent job at maintaining quality, considering the engines are from Brasil, trannys from Germany, and assmbly is UK.”
My 2002 MC had a cylinder misfire at 40,000 miles costing $4,000 for a new head, 16 valves, and labor. Then at 46,000 miles, a new transmission, clutch, and shift cables were needed costing me $4,100. A $5 seal went bad, so the whole tranmission went bad. Luckily, I bought an after-marker extended warranty, so all I had to pay for was the new clutch. I wonder about the quality from Brasil and Germany-how good is it.
I vote for Oklahoma. That’s where the MG plant is going. Throw ’em a bone and give them 2 niche market cars. They have plenty of space and people. As well as a nice central location for distribution.
My 2 cents,
Given that we’re talking about final assembly of parts that already come from all over the world, I personally don’t think the car has to be assembled in England to be a MINI. Like others have said, as long as the quality is in the final product and as long as it is a car that fits the MINI brand, I say build it wherever.
I like the idea of a MINI being built in England. It would feel very weird to me to have MINIs built in other places in the world. It’s a British car and it should stick to it’s roots. I like the way things are being done now, with the production triangle in the UK. That, to me, is perfect. I know that some parts are made throughout the world, but the fact that the car is put together in Oxford is a nice feeling. As well, quality is pretty exceptional there.
The MINI is in a niche how the current models (R50, R53, R56, etc) are built in the UK. Other cars are built in such random places in the world and you don’t have a specific home to them. I might be the only one who disagrees with what was said above, but I have also noticed that when I tell customers all the MINIs are built in the UK, at Plant Oxford, they definitely like that idea.
It would be wonderful if BMW could expand the factory in oxford, but the cost of land must be prohibitive. They have all the suppliers for the MINI within a set distance keeping cost down – more investment required to replicate that elsewhere – however, I do understand that they need to reduce the risk of inflationary pressures in just one country – the UK’s growth of recent past meant rover was never going to work, the premium market which mini does sit in, is better able to absorb these shocks. But BMW does need to spread the risk with its investment strategy. I would however object to another peugot job – where the work was all transfered to eastern europe – i would burn my mini at that point
Please tell me what a ‘Mini Soft Roader’ is!!
I like that my car was built in England. It gives it an extra measure of authenticity. I also think its pretty funny that anyone would be worried about build quality if they are built anywhere else, as English cars are historically notorious for their poor quality.
As silly as it sounds it would matter to me that my car was not made in the UK. I bought the car because it was a UK car and because it is unique. Sure the Oxford plant is limited in its production but I have to be honest and say that the wait was a small part of the allure of the car. Im not interested in seeing millions of Mini’s everywhere. It really wouldnt be unique if everyone had one would it?
Unlike a lot of people, the Mini Cooper being built in Britain is VERY important to me. If they start building them in the US or just about anywhere else I doubt if I will ever buy another one. I LOVE owning a British car. That’s why I have owned an MGB and now a Mini Cooper. With me it’s all about the ‘English thing’! If they are built anywhere else the car will lose it’s whole appeal and like so many other cars will just be a poor imitation. I don’t want just ‘another’ car!
According to the VIN (starts with a ‘w’)my R50 is built in Germany, so maybe BMW are already secretly assembling cars outside the UK and they just haven’t told anyone….
Seriously I’m less interested in where my MINI is built and more interested in the quality of the build.
My Cooper S VIN starts with a ‘W’, therefore it was built in Germany? Yet the Cooper S wasn’t officially launched in the UK until 2nd June 2002 (according to the book: “You and Your New Mini” by Tim Mundy). That could possibly explain why my car was manufactured in April 2002 with R50 stamped on the compliance plate instead of R52?
If the car can be built locally within major customer countries without sacrificing build quality, yet sold at slightly lower costs, I think it could be a good thing for increasing MINI sales. Many people I speak with in Australia think that the purchase price of a Cooper S is too high for what the model is, and has turned them off buying one until newer (larger?) variants are released. Australia’s car production plants in Adelaide have capacity and government subsidies / support available, so it is possible to produce in Australia.
In light of the above, I’m happy with my R50 Cooper S 2002 MINI regardless of where it was built (although my firends and I were of the impression that it was built in Oxford). My MINI dealer always advises me that they wait on spare parts to be shipped from Germany when local supplies run out – it makes you think…
Personally, I prefer European-made cars over all the others. After owning many vehicles made in USA and Japan, I felt a definite improvement in quality and refinement when I purchased my German-made 2003 MINI. I realize MINI’s could be made elsewhere with the same quality, but I still like German manufacturing. The one exception – if MINI’s are ever made in Korea, I will buy a different car.