MINI Clubman Debuts at the Oxford Plant
MotoringFile Exclusive: The presentation of the 2008 Clubman, hosted by Plant Oxford Director Oliver Zipse, took place today and we have first-hand account from one of our always reliable sources.
>Approx 3000 associates were crammed into a small room in a place known as ‘T -Building’ on site, at just before 1pm. When we were assembled Mr. Zipse began! All the usual “Good afternoon, for those of you who don’t know me, I am the new plant director….” etc took place first – nothing at all exciting.
>The 1,000,000th Mini took the stage to Oliver’s left, whilst a large printed sheet (with an image of a bank vault door) hung down from the industrial looking stainless steel tubular fame to Mr Zipse’s right. After a short, speech about expected production volumes for the current year and how the Clubman would play a vital role in those projected figures, the vault was opened! The sheet dropped to reveal a Lightning Blue/Silver Roof/Silver C-pillar upper and lower AND the top section of the rear bumper, Mini Clubman! – With the new 17″ alloy wheels (as pictured in the official Clubman sketch seen on MotoringFile a while back).
>After the big reveal we were given an insight into the whole process of the design of the ’55 and how the idea of a Clubman model harked back for years – the first CAD models were ‘penned’ with the R50 wheelbase in mind. Initial ideas were to just simply stretch the R50
chassis. Another idea was again to stretch it BUT to add a split folding tailgate ala BMW X5 at the rear – until the german designers finally decided on the model we know now. For the last couple of years designers have hand built clay, wood and foam models of the R55, purely to fettle door shuts etc. In fact the CAD, clay and foam full size models of the clubman were built BEFORE the clubman concepts that were seen at the various motor shows throughout 2006. I have some official measurements – the wheelbase is 80mm longer, and the rear overhang is 120mm larger.
>MotoringFile also got an OFFICAL MENTION during the presentation – I was completely taken by surprise. There was a powerpoint presentation throughout the ‘show’ and one slide was of quotes taken from MotoringFile and Mini2! I was absolutely amazed! Quotes included were “A Mini Clubman – talk about the ultimate anti SUV buster!”
>I can only imagine the MINI marketing exec and R55 designer justifying their decision to
build a shooting brake model BASED ON COMMENTS posted on MotoringFile.
>One thing I must mention is that Mini are purposely NOT aiming the Clubman at ‘Small Families’. The scale of customers will range from:
>* Single
>* Single on short holiday
>* Single with friends
>* Single but actively sporty e.g windsurfer with medium sized equipment.
Expect the official public debut the Clubman to take place at the Frankfurt Motor Show this September with the official photo release happening several weeks before. As mentioned previously on MF, the Clubman will launch with several unique exterior and interior colors. On the outside expect to see:
* Hot Chocolate = Medium Brown metallic.
* Java Grey = Light Greenish Silver – Darker than Silk Green from the R50.
* Sandglow Gold = Replacement for Solid Gold – light gold/yellow metallic.
Inside we’ll see several unique seating options as well as new trim.
A huge thanks to a special source that made this report possible. We’ll have more MINI Clubman information (including probable US pricing) next week.
Related:
[ Clubman Update and Official Sketch ] MotoringFile
<em>One thing I must mention is that Mini are purposely NOT aiming the Clubman at ‘Small Families’.</em>
Damn… I was really looking forward to this. I want three seats in the rear in Canada, and I’m just not sure that’s going to happen…
Even though the girlfriend isn’t too keen on the shape I’m eagerly awaiting the US pricing.
I don’t understand the “anti-family” stand of MINI marketing with the Clubman.
Do images of babies/children, strollers, diapers and cheerios inside a Clubman diminish or dilute the image the car/company conveys? Classic marketing BS.
Dissapointing, considering the fact that many families (of all sizes) today happily motor around in the 2 door hatchback.
The world is not only made up of “active” singles and “metrosexuals”. There are many people that find the Clubman appealing because they finally will have a MINI that is better suited and more comfortable for family duty.
I find the R55 a sensational vehicle, minus the poor publicity stunts of the marketing department.
80mm = 3″; 120mm this write-up
???
(sorry; that should be)
80mm = 3″; 120mm < 5″
Doesn’t agree with “8″within the wheelbase, 10″behind it” from <a href="http://motoringfile.com/2007/03/21/clubman-update-official-sketch/" rel="nofollow">this write-up</a>
???
I believe our original source said 8 inch increase in wheelbase and 10 inches in overhang. Apparently they had the unit of measurement wrong and it was actually cm. All told pretty close considering some of the numbers that have been bandied about.
>I find the R55 a sensational vehicle, minus the poor publicity stunts of the marketing department.
There has been no marketing and no publicity so it’s hard to be too judgemental.
So if I get a black roof, the C pillar and bumper will be black too, right..? Not sure I like the sliver (or white) extending all the way down there, but I’m very interested in the car and would seriously consider trading my ’02 S for one, if they’ve fixed the interior! 😉
love, love, love, love, Clubman’s honey!
<blockquote>I don’t understand the “anti-family” stand of MINI marketing with the Clubman.</blockquote>
It’s not anti-…maybe, MINI’s simply saying it’s better to aim for a 3 series wagon or X3. If that terrible accident arrives that stops time,- you’ll forever want the extra weight and safety wrapped around your babes.
Hey, if comments from enthusiasts on MINI2 and Motoringfile led to the definitive Clubman, so much the better – ‘specially the barn doors. My first visit to a dealer in 2002, I brought up the wagon version and asked if it was in the pipeline, so my interest has never flagged. As for who they INTEND marketing to, and who actually purchases, may be very different from that intent. Many MINI families are already eying this with the intention of having small units in the back seats. The better be working on some JCW children’s lines if they’ve got any sense. Take that as a usable comment on the next powerpoint, BTW. 😉
BCNU,
Rob in Dago
I’m actually excited about this… the new R56 is a little disappointing in the flesh. Too beefed up for no reason other than euro pedestrians…plus it’s underwheeled with anything really less than 17″ wheels. The new Clubman looks to wear the proportions of R56 better given it’s slightly longer length, pulling away the attention given to the R56’s big nose.
It’s funny MINI says that about families- I’m psyched mainly b/c it makes MINI and a new baby with gear easier. Not that that’s imminent, but not too far off from the intro and bug-working out for the R55….
Can’t wait for color choice (roof separate from C-pillar? etc) and pricing!!
Thank you motoringfile once again!
I don’t know… I have a family in my R53 already. The Clubman would give us a bit more room. As long as I can get the two car seats in the back (should actually be easier), we’re good to go! They should market this to small families as an alternative to a BORING 3 box sedan.
<blockquote>I don’t understand the “anti-family” stand of MINI marketing with the Clubman.
Do images of babies/children, strollers, diapers and cheerios inside a Clubman diminish or dilute the image the car/company conveys? Classic marketing BS.</blockquote>
Oh please!
I don’t remember seeing any cheerios in ads for Dodge Caravans lately. Furthermore, as extra-groovy as the the Clubman is, it’s hardly the quintessential, ideal family car. So why market it that way? Sure, it’s better than a Cooper for haulin’ kids and cargo, but that doesn’t make it an automatic contender in the minivan market.
Beyond that, the story doesn’t say they’re anti-family, it just said they’re not aiming the car’s marketing directly at that demographic. If a small family is interested in the MINI mojo, then they’ll look at the Clubman. But aiming the Clubman at the stroller crowd is way too narrow for this car and way to narrow for MINI. Say what you like about “classic marketing BS” but they’ll sell more Clubmans and move the brand further pitching it in the more general direction of young, active motorers. Period. It’s a Clubman, not a station wagon and I think that’s the disassociation they’re trying to preserve, and wisely so. MINI has one of the strongest brands in history, and that didn’t happen by accident, so I’m going to give them the benefit of knowing who their audience is.
It makes total sense to me, but then again, I am one of those “marketing people.”
<blockquote>Do images of babies/children, strollers, diapers and cheerios inside a Clubman diminish or dilute the image the car/company conveys?</blockquote>Yes I believe it does. I have a small family and considering the Clubman, yet I understand their marketing approach. They are afraid that if they market the car towards families, they will lose the market for singles and couples. It’s very much like how MINI does not market towards women for fear of losing the male market.
I believe this can work in MINI’s favor. You won’t see an ad or brochure featuring a family. That doesn’t mean MINI isn’t targeting small families. Even a family does not get excited about buying a “family car”. Many families would be more attracted to a car that conveys an image of active individuals.
P.S. – I think the Clubman is bad…ass!
So what is the total length in comparison to the current model? how many inches longer is it total?
I thought i’d make it a bit more visual for myself…
It would have looked a bit like this then:
<a href="http://img100.imageshack.us/img100/7858/miniclubmantm0.jpg" rel="nofollow ugc">http://img100.imageshack.us/img100/7858/miniclubmantm0.jpg</a>
<blockquote>Beyond that, the story doesn’t say they’re anti-family, it just said they’re not aiming the car’s marketing directly at that demographic. If a small family is interested in the MINI mojo, then they’ll look at the Clubman. But aiming the Clubman at the stroller crowd is way too narrow for this car and way to narrow for MINI.</blockquote>
I totally agree. They’re not saying that it’s wrong for families to own the Clubman. They’re just spending their marketing dollars focusing on a better target for this type of vehicle.
I like the design a lot, but since it’s not a real family car (3 kids type of family) we will have to keep our current Ford Galaxy sevenseater alongside our R52 for the time being…
I would rather like to see the BMW group manufacture a real MINIvan (what’s in a name). I can only dream of what a variant of the VW <a href="http://www.autospies.com/news/Hot-news-Official-info-on-VW-Microbus-debut-1691/" rel="nofollow">Microbus</a> could look like with a MINI front.
Kudos to you and your inside source, Gabe. Keep the Clubman information flowing! Can’t wait to see Lightning Blue/Silver Roof in person.
<blockquote>our original source said 8 inch increase in wheelbase and 10 inches in overhang. Apparently they had the unit of measurement wrong</blockquote>
So no-ones worried that the R55 has suddenly shrunk by 5″?
3″ extra in the cabin instead of 8″ leads to hardly any useful gain in space, surely? Is an extra 3″ really that much more?
I love it and my (small) family will fit this better than my current R53. I’d really like the economy factor of a diesel clubman (if you are listening, MINI) and would be willing to “early adopt” that variant instead of waiting until the current MCS is paid for. If the gas version is the only one offered, I’ll go ahead and wait until the first year bugs are worked out. No matter when I get a Clubman, I’ll still be a smart family man in a slightly bigger, visually stunning, reasonably sized and fuel efficient vehicle. I can’t wait.
<blockquote>So no-ones worried that the R55 has suddenly shrunk by 5″?
3″ extra in the cabin instead of 8″ leads to hardly any useful gain in space, surely? Is an extra 3″ really that much more?</blockquote>
That’s a good point Ian, that’s a pretty nominal growth on paper. Hard to say if there will be any appreciable increase in interior space, but I’d be surprised if there weren’t. The fact that the Clubman isn’t any wider than the Coopers could make any sense of interior growth hard to notice at all, but that still seems unlikely.
I couldn’t say for the Clubman, but off the top of my head I can compare the old Acura Integra Sedan to the Integra Coupe. I’ve got a ’94 Sedan, and in reading the factory service manual, I discovered that there is only 6″ of total length difference between the two cars – between the coupe and the 4-door sedan. At 6′ 4″, I can barely drive the coupe, but fit in the sedan just fine. I’ve got to fold myself into a ball to sit in the rear seats of the coupe, let alone get in and out of there, but I can sit very comfortably in the back seat of my Sedan. So in spite of nominal measurements on paper, the Clubman may yet surprise us for roominess.
So the moral of the story may be that inches aren’t everything, guys. 😉
The wheel base has been extended by 80mm yes – but have you stopped to think that they put the seats further back into the boot to give even more leg room? No? Lol
Regarding “anti-family”,
I think MINI doesn’t want to see Soccer Ball (Fussball) magnets on the back of the Clubman — it will really kill its appeal. To be honest, I won’t buy one (and will sell it if I do have one) if it becomes a “soccer mom” car. No offence to “Soccer mom’s”, I just don’t want to be associated with them.
Pictures on a german site:
Click on nächste Seite to see the pictures.
<a href="http://www.auto-motor-und-sport.de/fotos/foto-shows/news/mpsfshw_show_501332_14015.hbs?ext_index=0#" rel="nofollow ugc">http://www.auto-motor-und-sport.de/fotos/foto-shows/news/mpsfshw_show_501332_14015.hbs?ext_index=0#</a>
>Pictures on a german site:
Just to be very clear – these are simple photoshop mock-ups based on previous R56 photos. They’ve very good and spot on though!
Just like the Honda Element – they will market to one segment – but it will sell in another. I have a small family and if this is available in the US with a Diesel – we will buy it. It is perfect. Both my Wife and I still think of ourselves as the segment they are marketing to.
Just look at medications and the ages of the individuals in the commercials that sell medications – they are always one age group previous to the market the are aiming for – It brings back nostalgia and the fact that despite I am mid thirties – I still feel mid twenties. Good strategy.
<blockquote>Regarding “anti-family”,
I think MINI doesn’t want to see Soccer Ball (Fussball) magnets on the back of the Clubman – it will really kill its appeal. To be honest, I won’t buy one (and will sell it if I do have one) if it becomes a “soccer mom” car. No offence to “Soccer mom’s”, I just don’t want to be associated with them
Wow- lighten up!
Maybe it’s just me, but in all the time I’ve been invovled in the MINI Community, most of the people I have know who have MINIs bought them because they liked the cars, and for the most part could care less about what they were associated with.</blockquote>
If you like the car – buy it. If you’re concerned about your image because soccer parents might own it – maybe you need to go look at a two seater or something…
Regardless if you are hauling a child around in the back or not, it appears as though Mini is sticking to their marketing focus that these cars are fun to drive. I am interested in the Clubman so that I will have some reasonable space in the back for my little one. However, most of the time, I would be driving this car by myself to work. I have another “family vehicle” with sufficient space for my other “family” requirements. I intend to get one primarily for the driving enjoyment!
Perhaps a small enclosed trailer for the Kids, pulled by the Clubman? Something that looks like a Clubman from the doors rearward, with a hatchback, two rows of seating that have integrated kid seats, and that fold down into the floor so you can use it as a cargo trailer, and of course, two fold down DVD’s on the ceiling, electric twin sliding doors, heated and cooled cupholders and five star crash protection. they could call it the Clubman Caravan…
“Clubman Caravan” trailer idea. Yes – I know it isn’t legal to ride in a trailer – but if it was, this could revolutionize bringing up kids! Have a cool MINI and have the option of a MINI minivan! I can see someone whiping up some aluminum spaceframe and fibreglas as we speak! And you could use the trailer to bring along a few spare tires for the Cooper-S owners that have run-flats! Flame away MINI fans! I really want one of those Clubman’s when they come out! I’m ready to trade in the 2006 Cooper!
I took delivery of my 2006 R50 in January of ’07, and I’m truly loving it. I think that when it comes time for a new vehicle (which should be a while yet) the Clubman is going to be it! I spend three or four months working in Prince Edward Island each summer, and the Clubman will give me that much more room to haul my gear there from my home in Toronto. Already envisioning those great looking lounge leather seats – I hope they’ll be offered!
One marketing opportunity area MINI seems to be overlooking, perhaps intentionally, is the over-55 group. With rising gas prices, shrinking families (becoming “empty-nesters”) the Clubman could become the new “in” car for retirees. Not their objective I’m sure but there is a huge and growing market out there, MINI! They probably figure they won’t be around long enough to buy another BMW…
Unless my creative visualization skills fail me, those Clubman colors sound pretty cool!!!
<blockquote>Regardless if you are hauling a child around in the back or not, it appears as though Mini is sticking to their marketing focus that these cars are fun to drive. </blockquote>
Exactly. Which is just what they should be doing.
As far as demographics go, when targeting marketing you’re choosing between basically three groups for your audience to relate to. It’s either “this is me”, “this is who/what I want”, or “this is who I want to be.” For example, using some rugged-looking man as the spokesperson for a product doesn’t mean that the ad only works on women, or only on men. The underlying idea is that men identify with the character in aspiration, and straight women identify in terms of attraction (and vice versa in the case of beautiful women in advertising). Sure, lots of marketing messaging is aimed at specific groups, and sadly, the majority of advertising today is aimed at 15-35 year old males, but they pick up other groups as marketing “collateral damage” if you will. Appeal to the gen-Y male and you’ll pick up a lot of gen-Y females, younger kids who wish they were driving age, and older gen-X and baby boomers who wish – or even act like – they’re still 25. You pick up many side groups without alienating your principle group that way. But it doesn’t usually work in the other direction. There aren’t any 25 year olds aspiring to be 54 so they can buy a Corvette.
All that means is that you’ll sell more Clubmans – including to young families – by marketing to the canoe and Puma shoe crowd. Not the other way ’round. Push it as a minivan alternative and you’ll lose both groups. Why? Because it’s not a minivan. It always comes back to the product. The best ad campaign ever won’t sell denture cream to the average gen-y guy because he doesn’t need it and he doesn’t want it. Likewise you’ll sell Clubmans to folks looking for all the things people look for in the Coopers – fun, coolness, style, fun, performance, economy, fun, and fun – just with more space in the boot.
NS in MN
when’s the panel-van coming… 🙂
Scanned the comments but couldn’t find mention of the actual difference in length (bumper to bumper) of the clubman versus the R56. Has this measure been published?
After reading a few of these points, I have softened my position – I don’t care how it is marketed if it meets my needs. I think the Mini is a cool brand, so it makes sense to market it in a cool way (which doesn’t necessarily include cheerios and diapers – fact of life, yes, but not too cool).
The million dollar question remains: how much seating in the rear? I have heard three in some markets and two in others, which seems to be an odd choice. I am truly hoping for three seats in the back (two for carseats plus one in the middle). If I knew that the canadian model would carry three rear seats, I am confident that I’d have a deposit ready – since that’s cloudy, I have to wait.
I hate waiting. 🙂
I am with Pete on his comment about BMW /Mini missing the over 55 folk. A large number of Mini owners in my area are gray beards. I my case the Mini is a viable gray beard alternative to a (HD) motorcycle, complete with a similar social structure and near unlimited accessory support.
Billy,
re your comment on pushing the rear seats back for more interior space – they also claim more boot/trunk space …
OH Steve,
At the top of the article, it says “rear overhang 120mm longer” – so total car length about 5″ more.
Rear overhang 120mm more plus wheelbase 80mm more gives a total length increase of 200 mm which is just under 8 inches.
I am one of the over 55 crowd (with a 25 year old mentality I guess) and I am on my 3rd MINI. I have loved them all, but this new one (R56) is a vast improvement. I can hardy wait to get up to 2000 km so I can try the “overboost” function.
I was also considering a Harley, (I have been riding for 35 years) but I settled on a BMW, so now I have two BMW products. I also manage a small radio station, which is all about marketing, so I find the comments about the target market for the Clubman interesting. My experience tells me that this car has a very wide appeal, and the clever marketing has helped, in my opinion. However, unlike the New Beetle, that made a big splash at first, the MINI appeal has not diminished, judging from the looks I get and the questions people ask. There is still a high degree of interest in the MINI, and the Clubman will just increase it. I know I am considering one for my wife, as she needs a bit more room to carry job related stuff.
<blockquote>OH Steve,
At the top of the article, it says “rear overhang 120mm longer” – so total car length about 5″ more.</blockquote>
I’m not sure that is correct. The rear overhang (bumper to rear tire) is obviously a few inches longer. But total car length needs to account for the inches added between the axles. This looks to be at least 10-12 additional inches. I’m looking for overall car length in comparison to the Cooper.
What part is a C-pillar???
A C-pillar is the vertical member that supports the roof from the body and separates different sections of glass.
For example, the a pillar is between the side of the front windshield and the front driver’s side (or pasenger’s side) window, the b pillar between the front driver’s side window and the rear driver’s side window, and the c pillar between the rear driver’s side window and the rear windshield.
The Minis have b and c pillars that are relatively close, so by looking at an average sedan it may be easier to see those pillars.
James….
Hey GadgetGav … Just to clarify in respect to your query about the colour coding of the C Pillar/Rear Tailgate of the R55 Clubman – For example should you order Hot Chocolate with a Silver Roof & Mirrors the Silver Would extend down the rear C pillar & Tailgate. This is the global format for colour coding as I understand it.
Lets MINI
Read this on GermanCarZone – Seems Scott27 works for BMW Marketing in Munich, eyerything he confirms has come to truth so I guess we should listen…
“Ohayo gozaimasu or Good morning…
It’s just after 7am in Tokyo just about to head for breakfast and then into the conference room where we plan our strategy for the MINI Clubman shoot in downtown Tokyo. We also have an night shoot tonight as we aim to capture the energy and vitality of the new addition to the MINI brand – The MINI Clubman.
I actually had a drive last night and for an extended MINI it is incredibly agile – The rear door and side door are works of art in quality , ease of use and the rear has surprisingly good legroom compared to the regular MINI (and with optional sliding- Roof) It is also very panoramic and rear passengers are less likely to have a panic attack than in the MINI hatch. – Would be MINI owners are going to make a bee-line for this car – It’s the MINI made for non MINI owners.
Why Japan? Besides the fantastic food and nightlife and interesting culture – Tokyo fits in with the metropolitian approach and the designation lifestyle of the MINI brand. I have loved Tokyo ever since I saw “Akira”
The Clubman is extending the ideals of MINI as a lifestyle rather than just a product. We made that decision with the first MINI to approach MINI as a lifestyle rather than just a car which turned out to be very successful indeed.
MINI is and will always be a “young Brand” even though it is a product Which appeals to all ages. The Clubman shoot is all about the energy MINI is all about.
The campaign will be very visual with an urban feel with a thumping soundtrack and what better City to showcase this in than the neon fairground of Tokyo.
Sayonara .”
MQuiN:
The A-pillars are on either side of the windshield attached to the glass at the front corners of the car.
The B-pillars are in between the driver and behind-the-driver passenger window where the seat belt attaches.
The C-pillars are at the back corners of the car. In the MINI, they are hidden with the wrap around glass in the 02-06 models. In 2007, the c-pillars are shiny black joining the rear passenger and boot windows.
Hmmm. If “Mini are purposely NOT aiming the Clubman at ‘Small Families’” and possibly recommend purchasing another BMW for the family, I’ll stick to my R53 Cooper S and the family’s 4wd for the meantime. I suspect that the price will be at a premium and close to BMW’s current model range, which are very high (BMWs typically attrract high luxury car tax charges) on the Australian market given the current range of 4wds available in Australia for the money.
My wife and I were interested in changing the 4wd over to the Clubman, but given MINIs indication above, now don’t look like we will be selling the 4WD in a hurry for the near future until seeing what price the Clubman hits the streets at and whether its features and functionality justify the upgrade. Maybe existing familise with R50 & R53 models will consider upgrading to the Clubman down the track given potential extra practicality / functionality on the current model range?
It will be interesting to see how aggresively BMW has set their sales targets and whether MINI Clubman will get them over the line in meeting it.
New MINI Clubman shoot in Manhattan tonight – according to GCZ…
I’m waiting for the convertible Clubman. I need a small family car with cool written on it. The Mini has been the first decent small car I have ever driven. Most Americans have two cars, one is the utility SUV and the second car must be small, but still family capable. A convertible Clubman could fit the bill. Besides, it will tow nicely behind the motorhome.