MINI United 2009: Dr. Armbrecht Interview
Of course, it wouldn’t be a MINI United unless we got the chance to talk to the main man in charge, Dr. Wolfgang Armbrecht, Senior Vice President of Brand Management at MINI. He gives us the lowdown on the latest MINI updates. Or, as much as he could. Pay special attention to the part about the Crossover and the “optional” four wheel drive feature. Also, in what should be music to some enthusiasts’ ears, note that Dr. Armbrecht stated that in the future MINI would be focusing on “the trend toward smaller cars”. Keep in mind this statement followed some discussion of the Crossover, a larger MINI, but the statement can be taken as a hopeful hint of where MINI may be going next.
This is the last of our MINI United coverage. If you missed any of it, you can find it all here. Don’t forget to also check out the WRR YouTube Channel for the all of the video we posted.
MINI United ’09: Dr. Armbrecht Interview : [audio:http://www.podtrac.com/pts/redirect.mp3?http://www.whiteroofradio.com/podcasts/drarmbrecht.mp3]
<p>Great interview guys</p>
<p>I however do have to wonder where this report of amazing feedback for the R60 has come from. Every R60 story I have seen on a myriad of automotive sites shows that same thing, a fairly huge split between the comments. In the Mini community that is less than a split than a wide gulf forming between Mini owners. While I do accept that Mini is doing this for brand stability by having a “fourth” leg I really have to say that developing the R60 is completely unimaginative. I think Mini could have chosen a better direction as this one looks like it came direct from GM.</p>
<p>It could just be me but I could tell in the interviews with the reps from Min that they seem to be less insightful than those at the last two Mini United, it feels almost like they realized the need to control information a tad tighter and offer pre-formulated feedback on key points of topic.</p>
<p>What appears as tight control of the messaging may simply be the fact that there is a defined vision in the company that everyone is aware of and can talk about in the same way. Whether you agree or disagree with the vision, it shows a united front as to the direction of MINI.</p>
<p>That being said, it can be frustrating on the public side because we feel like we’re hearing the same things over and over but eventually it does start to sink in and it is an effective way to communicate a vision.</p>
<p>Certainly everyone will have differing opinions on visions or directions and the R60 is a prime example of this. I grow weary of the steady stream of comments from those who are disgruntled about a product they haven’t even seen yet. Granted, one can disagree with a concept or idea and I encourage that but I would hope that the collective community here can move past the simple, non-productive negative comments. I’m not saying we can’t have civil discussions on the merits of design, functionality and practicality because that’s how we learn and grow but flat out negativity is not productive.</p>
<p>Finally, I feel I should note to JonPD that this is not directed at you but a recent overall trend in comments here. Your (JonPD) comments and insights are well communicated and appreciated by me and, I’m sure, many others.</p>
<p>todd, you look like the head of MINI SS in that pic…</p>
<p>Todd the uniform message makes sense as I have worked in a industry that did the same tight control of a message. I was just noting the differences in feel between the prior talks with Mini Executives. It feels like they approached this event with a coordinated front. This is not a bad thing just has a different feeling to it.</p>
<p>Nobody never needs to worry about my feelings, I don’t have a exclusive lock on the “truth”, I however do love good debate. While I am fairly certain that each of our views are very static and all the debate in the world may not change them. I do think though this is a value to the Mini community and to Mini.</p>
<p>On a more interesting topic however what I would love to ask Mini is how they are planning on dealing with the JCW brand since its entirely likely to be on the low side of performance compared to its competition soon.</p>
<p>Mazda Speed 3
VW GTI (not to mention if they end up bringing the Sirocco)
Ford Focus RS (which has been seen testing in the us lately)
Fiat 500 Abarth SS (which with the closure of the Fiat/Chrysler is very likely to come to the US)
Alfa Romeo MiTo GTA (which is also rumored to come to the US)</p>
<p>Each of these cars widely make the JCW Mini look like a cute commuter car. Since a great amount of money is spent in the aftermarket currently with people tuning their Mini performance it tells me that Mini is missing producing what the performance part of the community is howling for. Personally right now if I were to buy these cars the Mito GTA and Focus RS would be simple easy choices over anything ever made by Mini.</p>
<p>The one comment that caught my ear was his statement that the R60 would indeed have “go-kart” handling. If they actually deliver something that is head and shoulders above other tiny SUV’s they will be on to something. I’d like to see it competitive with the larger class of cars that Mini’s are often, and in my mind erroneously compared to – Mazda3s and other 4dr performance hatch backs.</p>
<p>@JonPD – I would also love to know about the future of the JCW. I am one who is astounded at the conservative approach to performance under the JCW moniker especially compared to the relative price of said performance. Maybe we’ll get our chance to query such things of MINI execs sometime soon.</p>
<p>@lavardera – Gabe and I discussed the topic of handling on this coming week’s podcast. Our attitude was if the BMW engineers could make a 5,000 lb X5 handle as good as it does and better than it should, what could be so hard about bringing the same attitude in engineering to the R60? I’m sure the R60 will not end up being the track car of choice for many or anyone for that matter but who’s to say a four door family car can’t be fun to drive?</p>
<p>I will say that after the mic was off the MINI execs seem to be genuinely excited to finally get the crossover to market because they think once people see it and drive it most, if not all, doubts will disappear.</p>
<p>I am personally skeptical but I will maintain an open mind. I was dead wrong about the GP as so many people love to point out so anything’s possible.</p>
<p>I think the R60 will bring some new buyers to Mini. However the Micro SUV category is already pretty heavy and in the near future its going to be completely overwhelmed by a myriad of vendors. I do have to wonder if a moderate increase in new customers will be worth the great hostility being generated over this development.</p>
<p>I have no doubts to the engineering capability of BMW and Mini to make a capable micro SUV.</p>
<p>I think Mini should send out some of their high proof lemonade they have been drinking thinking the concern so often illustrated by their community isn’t about the physical design as much as its against everything the brand has stood for since the days of Sir Alec.</p>
<p>At the risk of sounding “negative” and “trolling” like I was called yesterday….</p>
<p>I still think the R60 is an answer to a question no one asked. MINI doesn’t need a $40K “cash cow” product in its showrooms,</p>
<p>But I have said my piece many times on the R60 topic.</p>
<p>I wish MINI the best of luck with the R60. I hope they will not be setting themselves in for a very rude awakening.</p>
<p>The enviable(?) JCW speedster should be interesting. Given the focused nature of the car (2 seater etc) I imagine it should translate into an aggressively styled and optioned JCW version. Cool!</p>
<p>…actually, C4, the r60 is a product I personally was asking for…</p>
<p>…i can’t be hauling my child and my dog, and still have room for my wife driving my r53 everywhere (though sometimes we do all jump in, just for giggles)…</p>
<p>…on every survey i have filled out, as well as every post i have made here, i have reiterated my desire for a 4-door, AWD, diesel, hatchback that looked, felt, and behaved as close to my r53 as possible…</p>
<p>…notice i said ‘hatchback’ not ‘SUV’ because size-wise the r60 is a slightly taller 5-door hatchback…it’s not big enough to be considered a SUV…in my opinion of course…</p>
<p>…if this thing is really going to come to fruition, especially the diesel part, it will be a vehicular dream-come-true for my growing family…</p>
<p>…and it will guarantee I can keep my r53 till it dies…</p>
<p>I do have hope Dylan for the speedster, still makes me a tad nervous though as I agree with what Todd said about BMW/Mini’s conservative approach to performance within the JCW brand. I for one think if they were able to build a car that could actually compete against much more focused performance cars like the RS,GTI,Speed3, and GTA they would sell these cars with no problem. I still think the reason why there are so many JCW Minis setting on dealer lots is that at the price point its not really much of a performance car compared to what else you can get for the money.</p>
<p>Bavarian I know many Mini owners in that same predicament, and I do understand the need for more room. However my only question would be should Mini grow another car for my friends with two kids and a dog. Heck I have a couple friends with three kids and a couple dogs, does this honestly mean Mini should make a third row R60? Conversely I know a large number of Mini owners that are single and almost never have a second person in their car, does this mean Mini should make a single seater?</p>
<p>I do honestly appreciate that we all love the Mini brand and would like to keep in the family I just chaff at the concept of a crossover Mini. I would have been much happier at a extended Clubman with 4 doors than I would ever be at a crossover SUV.</p>
<p>…but isn’t the r60 really just an extended Clubman with 4 doors???</p>
<p>…it’s only taller to accommodate the AWD system…</p>
<p>…remember it’s only 9 inches longer that a ’91 CRX!!!</p>
<p>…if it weren’t for ‘dimensional’ facts like that i’d be pissed at MINI too…</p>
<p>…they won’t make a third seat, i believe this will be the largest vehicle in the fleet…</p>
<p>…and if they’re really considering this speedster/roadster then they are also catering to the ‘single and alone’ (i mean alone in the literal sense) crowd as well as the ‘small family’…</p>
<p>…to me that means MINI is listening to it’s constituency better than most companies…</p>
<p>I hear what your saying however no the R60 is quite a bit bigger than the Clubman. Its longer, taller, wider, and no doubt heavier.</p>
<p>My main question is cheesing off half of your community worth gaining a small fraction of the large number of micro SUV’s? Up to now more or less the best thing about the Mini community has been the total acceptance of cars. At an event it really doesn’t matter if you see a R50 or a brand new JCW everybody more or less is thrilled to see them (I know there are many that prefer the R56 over the R53, or the other way around). I can only say this for myself but I will never accept a SUV (even a micro crossover) as being a Mini, the friendliest greeting one is ever likely to see from me is a sneer. I cannot view this development as anything but a stake through the heart of Sir Alec and all that he stood for.</p>
<p>Hello to all,</p>
<p>Enjoyed the interview, but I have to admit most of these interviews are a bit vague on issues we all are eager to hear about. I guess they’re doing best they can.</p>
<p>Now, I will not defend R60. I am guessing folks at BMW know what they are doing. But I would like to comment on stuff that some people touched in their posts, in particular, regarding JCW and how its own doomsday is coming, due to new entries to the US market mostly from EU manufacturers.</p>
<p>Performance oriented customers in US really seem to be riding this wave of hype about new FIATs and VWs and Alfas, but in my opinion it’s blown out of proportion. Note, we are talking about performance here, track-worthyness, fun factor etc. Please note: MINI is a European manufacturer, they sell JCWs in Europe and the cars in question have been pitted against JCWs in Europe for a while now. So MINI knows what they are up against.</p>
<p>First up, VW. MkV GTI is a good car, but as tests have shown that on the track it has trouble keeping up even with Stage 1, not to mention the Factory car. New Mk. VI GTI has unchanged engine, but it is still much porkier than JCW. As far as Scirocco is concerned, check out some of the recent tests. Performance-wise, Scirocco 2.0TFSI is on par with MCS, hence it would be blown out of its socks by a JCW! Tim Schrick has tested the Factory car against ABT tuned Scirocco (240hp). He concluded they are similar on the track (but both disappointing!).</p>
<p>Next, FIAT. That EsseEsse everbody is buzzing about looks cool, but for pit’s sake it has only 160hp! that is 51 less than JCW! And 500 is not a Caterham mind you, it is smaller than MINI, but it is not super light, that’s for sure. To me it looks like this car would be competition for MCS but comparing it to JCW is a bit too much in my opinion. And you guys have never (it seems) had any ownership experience with FIATs….Well, I heard they have gotten better as far as quality goes in last few years, but man, I am still very skeptical about their fit and finish, materials they use and overall reliability. I assume MINIs standards are pretty much set to BMWs level….I would position FIAT considerably below VW as far as quality goes.</p>
<p>Alfa. That is a great car. And GTA MiTo looks very promising. Not sure about its size and weight, but it seems power-wise it tops MINI. I am still skeptical about several issues. First is power delivery and second is handling. Why these two? Well, Alfa has screwed it up big time with 147/156 GTAs which had fabulous 250hp 3.2 V6 engine and FWD without LSD!!!! So it was either electronic nannies or no tires left after first launch:) Even when Alfa was given opportunity to come up with something expensive and truly sporty, they managed to mess it up again: the 8C. Great engine, gorgeous styling, but no good on track (see Top Gear test). It’s a poser’s car. Finally, as Alfa is part of FIAT, it cannot escape the quality issue. I’ve heard stories regarding quality issues with Alfa’s which are way worse than stories about FIATs.</p>
<p>I won’t comment on MS3, as it is available here in US, so folks can judge based on available tests.</p>
<p>If there is one car MINI should fear, one car which matches JCW and beats it too, that has to be RenaultSport Clio (the current 197Cup and upcoming 200). The newest one appears to be awesome: 2.0l 203hp (atmospheric), race suspension, same brakes and mini, even more direct steering, lighter, cheaper….But Renault is not coming to US. That is the only small car on the market which would make me think buying JCW Factory Car is perhaps not such a great idea.</p>
<p>Performance oriented customers in US really seem to be riding this
wave of hype about new FIATs and VWs and Alfas, but in my opinion
it’s blown out of proportion. Note, we are talking about performance
here, track-worthyness, fun factor etc. Please note: MINI is a European
manufacturer, they sell JCWs in Europe and the cars in question have been pitted against JCWs in Europe for a while now. So MINI knows
what they are up against.</p>
<p>First up, VW. MkV GTI is a good car, but as tests have shown that on
the track it has trouble keeping up even with Stage 1, not to mention
the Factory car. New Mk. VI GTI has unchanged engine, but it is still
much porkier than JCW. As far as Scirocco is concerned, check out some of the recent tests. Performance-wise, Scirocco 2.0TFSI is on par
with MCS, hence it would be blown out of its socks by a JCW! Tim
Schrick has tested the Factory car against ABT tuned Scirocco (240hp).
He concluded they are similar on the track (but both disappointing!).</p>
<p>Next, FIAT. That EsseEsse everbody is buzzing about looks cool, but
for pit’s sake it has only 160hp! that is 51 less than JCW! And 500 is
not a Caterham mind you, it is smaller than MINI, but it is not super
light, that’s for sure. To me it looks like this car would be competition
for MCS but comparing it to JCW is a bit too much in my opinion. And
you guys have never (it seems) had any ownership experience with
FIATs….Well, I heard they have gotten better as far as quality goes in
last few years, but man, I am still very skeptical about their fit and
finish, materials they use and overall reliability. I assume MINIs
standards are pretty much set to BMWs level….I would position FIAT
considerably below VW as far as quality goes.</p>
<p>Alfa. That is a great car. And GTA MiTo looks very promising. Not sure
about its size and weight, but it seems power-wise it tops MINI. I am
still skeptical about several issues. First is power delivery and second is
handling. Why these two? Well, Alfa has screwed it up big time with
147/156 GTAs which had fabulous 250hp 3.2 V6 engine and FWD
without LSD!!!! So it was either electronic nannies or no tires left after
first launch:) Even when Alfa was given opportunity to come up with
something expensive and truly sporty, they managed to mess it up
again: the 8C. Great engine, gorgeous styling, but no good on track
(see Top Gear test). It’s a poser’s car. Finally, as Alfa is part of FIAT, it
cannot escape the quality issue. I’ve heard stories regarding quality
issues with Alfa’s which are way worse than stories about FIATs.</p>
<p>I won’t comment on MS3, as it is available here in US, so folks can
judge based on available tests.</p>
<p>If there is one car MINI should fear, one car which matches JCW and
beats it too, that has to be RenaultSport Clio (the current 197Cup and
upcoming 200). The newest one appears to be awesome: 2.0l 203hp (atmospheric), race suspension, same brakes and mini, even more
direct steering, lighter, cheaper….But Renault is not coming to US. That
is the only small car on the market which would make me think buying
JCW Factory Car is perhaps not such a great idea.</p>
<p>I for one think the R60 is a necessary and great idea. That are lots of people in SUV’s right now that hate the sh!t miles per gallon but love the utility/versatility offered by in SUV/Crossover packaging. In one such case I know of a guy who’s wife has an Expedition. Recently he told me she’s now looking at a Prius as a potential replacement for their body on frame dinosaur, despite the fact they have two small children and do a lot of traveling by car. The Prius obviously fulfills the desire to have a more fuel efficient vehicle but at the expense of space and utility. I can totally see someone like her gravitating towards an R60 as it will more than cover both bases, and the reality is it would hit the spot for a TON of consumers that would otherwise never consider a MINI being it’s such a niche brand and known for producing small frugal almost-econo-type cars. I say “almost” because in my eyes MINI is a little more special and unique than your garden variety econ-box.</p>