NAIAS: MINI Press Conference Transcript
We’ll have more on the Beachcomber release including our thoughts shortly. But until then we bring you the official transcript of the speech presenting the car for the first time to the public by BMW board member Ian Robertson.
Official Release: Good afternoon everyone and welcome to MINI.
This is the all-electric MINI E, with zero emissions.
With over 600 MINI E, we have the largest fleet of electric cars involved in an international pilot project. The project has been running for just over six months now in the US and Germany and 40 MINI E hit the streets of UK at the end of last year. The MINI E is also scheduled to be in France at some stage later in 2010. The learnings from the project will provide us with valuable information which will flow into the development of our Megacity Vehicle and other electric vehicles at the BMW Group.
So, what have some of our MINI E drivers been saying here in the US? They feel that:
– The range is appropriate for urban life.
– The charging time is acceptable.
– And last but certainly not least, “it is really fun to drive the MINI E!â€
With the MINI E, technology meets sustainability.
And I’m pleased to announce today that the BMW Group has decided to extend the lease programme for the MINI E here in the United States. This is our reaction to the popular demand by our test drivers around the country.
So, after the milestone 50th year at MINI, how do things look?
MINI certainly held its own in last year’s very challenging business year.
Last year 216,538 MINIs were sold worldwide and 45,225 in the US.
Worldwide, MINI’s sales were down by 6.8 percent, which is an impressive result, considering the challenges of last year.
In the US, sales were down roughly 16.4 percent compared to 2008, but in a segment which was down by well over 40 percent. Therefore we are quite pleased with MINI’s performance in a very challenging year. It was the second best year since the launch of the brand in 2002 here in the US. And the US remains the largest single MINI market worldwide and the dealer network has grown to 90 dealers across the US.
To prepare for the future growth of MINI we are committed to expanding the dealer network in the US. We’ll be adding a total of around 17 new dealerships in the next years and we expect to already well exceed 100 in 2010.
By introducing new products and opening up new segments MINI stays at the leading edge of the premium small car segment.
As you know, we began with the hardtop when we re-launched MINI in 2001. With this car, we created the premium small car segment and began a new success story for MINI. Since then we’ve sold around 1.7 million vehicles, we’ve added the Convertible and Clubman and we’ve already given you a glimpse of how some future members of the MINI family will look.
The MINI portfolio will double in the next two years.
Last September in Frankfurt we revealed two concept vehicles, the MINI Coupé and MINI Roadster, both of which we’ve confirmed for production in Oxford. And I’m really looking forward to having these two cars join the MINI family and I’m sure that they’re going to be very appealing to US customers.
Another new addition which I’m really excited about is what we call the MINI Crossover – which will be available in Europe later this year and in the US in early 2011. The Crossover will be the first MINI which has all-wheel-drive, four doors, four full-size seats and measures around four metres long.
You’ll be hearing a lot more about this car next month, so stay tuned.
Today, MINI would like to once again demonstrate its potential for further concepts.
We’ll now provide you with an exciting look at what the future could hold for MINI. MINI is always open for the unexpected – and that’s why we’ve brought the summer to wintry Detroit!
I’m proud to present the MINI Beachcomber Concept.
The inspiration for the MINI Beachcomber Concept is clearly born from the MINI Crossover, combined with the vision of a radically open body concept.
The result is a MINI that’s tough, fearless and ready for any open air adventure.
It provides a highly emotional driving experience where you are in close contact with your surroundings, whether it’s cruising through town, enjoying rough tracks in the mountains, or breezing along the beach. It offers extreme freedom in driving.
Through its robust and versatile character, the MINI Beachcomber Concept also captures the spirit of the Mini Moke, which stood for adventurous motoring back in the sixties. The rugged appearance and the minimal body components and interior clearly reflect elements of the Mini Moke. This is further accentuated by the overall design language, such as the characteristic radiator grille.
This concept has a new innovative all-wheel drive system, ALL4, as well as an elevated seating position. The MINI Beachcomber Concept can be driven without doors, a conventional roof and all other body elements which might limit the intensity of the open driving experience.
This car retains its special character in all road and weather conditions. In the event of bad weather, drivers can quickly use the soft roof and lightweight doors.
And with this car, MINI once again emphasizes the brand’s typical driving fun, lifestyle and premium quality.
Thank you for joining us today.
<p>i have just been sick in my mouth</p>
<p>Double edged sword–I like the idea and the concept as a whole, kind of like a yuppified honda element, except with a 10X increase in the “cool” factor.</p>
<p>The flip side, this thing isn’t remotely connected to the MINI heritage. You can pretend it’s a Moke all you want, but in reality a compact SUV crossover type thing. Time will tell if this thing will hit or not, but it won’t be the typical MINI crowd buying it. Let the BMW apologists begin, I’m out.</p>
<p>Sorry, MINI, not interested in your MINI SUV.</p>
<p>“cruising through town”</p>
<p>I wonder how the passengers would fare in a side collision. At least in a jeep the rear occupants have some protection. If you have children, maybe you take them out on the beach in your MINI SUV, but this has limited use/practicality as a daily driver or family vehicle for most buyers. Hopefully this remains just a concept, I believe there is better use of MINIs time/efforts then a vehicle with such a narrow focus/market.</p>
<p>Really wishing/hoping MINI will build this vehicle (Beachcomber). I would buy one now!!</p>
<p>I would like a rear bench seat option with seating for 5.
MINI, are you listening??</p>
<p>Well, a ballsy marketing job. The appearance says “Rubicon Trail” but the text never mentions off road,just ‘rough tracks’. Maybe the Crossover will be more honestly promoted. Really curious how the Crossover will look without the buggy’s ground clearance and mud tires. Looking forward to more pics and info. Thanks</p>
<p>What everyone reading this must keep in mind is the fact that MINI (specifically THIS concept) is going after a whole different segment…whether you drive an r53 and are completely discusted by this idea of a MINI crossover is totally irrelevent…MINI is going after the market that has become completely disallusioned with the whole bigger is better attitude and offered not only an alternative (the Crossover) but a glimpse at the potential for aftermarket inspiration! This is a brilliant move, and if everything goes to plan, MINI will sell a crapload!</p>
<p>I can’t wait for this to get here, AND i cant wait to see the prodrive version that will be competing in WRC next year.</p>
<p>Carry on MINI Design, you are doing good work!</p>
<p>Sideways, the flipside to this arguement is that while you may bring in a whole new demographic, you can in the process alienate the original demographic that got the MINI off and rolling in the first place. MINI is becoming just like every other car manufacturer–the reason why people bought them in the first place was because they were unique, relatively rare, and definitely didn’t appeal to the mainstream. And to take something small, and make it bigger, for the completely disallusioned people who are fed up with “bigger is better” is kind of an oxymoron, isn’t it?</p>
<p>I recognize that MINI has to expand the brand to remain viable, and BMW is in the business of making money, not necessarily preserving a heritage. But at some point a line gets crossed, maybe it already has–but if it hasn’t, it’s damned close.</p>
<p>totally agree with Sideways Eh!
I mean it’s not like they’re replacing the R56 with this. Not only will I be able to buy another Cooper S when I’m ready to, but I will also have the option to buy the Coupe’
This whole thing reminds me of a Jon Stewart stand up I was watching. He was talking about his grandpa who immigrated to america. He said he was one of those people that got off the boat, turned around, and said “this is my country now get the hell out!”
A true fan of Mini would want more people to realize how great of a product that they make. Instead it seems a lot of people want to be part of an exclusive club that no one after them are allowed to join.</p>
<p>Yes, MINI makes a great product. Where does an SUV fit into what MINI is?</p>
<p>Huckleberry, you’ve illustrated the point front, line and center–you’re all for the MINI becoming mainstream, with brand dilution; that will make nothing more than another car brand rather than an icon. Sometimes less is more….</p>
<p>As for me, I appreciate the concept and will not let slip the notion that making cars is a BUSINESS. The goal of any business is to grow and progress (something many, many businesses are having trouble doing these days). What if Apple only made the Apple IIC and never branched out? What if the Beatles never reached any further than “Hold Your Hand”? While I realize it’s very easy to overreach (ahem, GM), I think the R15 is a logical, sensible and exciting next step for a little brand that is a looong way from being too big for its’ britches. Lest we forget, this thing may be bigger than what we’re used to seeing, but it’ll still be significantly smaller than a RAV4…</p>
<p>Guess I hit it close to the mark, time for you to sell your Mini and find another car.
I’m trying to think of what vehicle company that only sells 2 styles of cars that you can switch to. BMW, Mercedes, Lexus, and Porsche all don’t do it. Every American, and Japanese company don’t. Lamborghini, Ferrari, and Lotus do and unfortunately those are way out of my price range but maybe you can afford one of those.
good luck!</p>
<p>Well stated cct1 on your first comment today, I concur totally.</p>
<p>Bigger is better has lead the big three into becoming the used to be big three. Great business model to follow lol.</p>
<p>Guess my big problem is the best and the brightest at Mini sit down to brainstorm and make…. wait for it…. a SUV. WOW, totally unpredictable move! Creating a product that has pretty well split the brands community seems a tad silly to me. Yes it will sell well in the SUV obsessed USA, can’t wait to see the typical brand owner keep devolving to more and more treating the Mini just as another tool.</p>
<p>yeah it’s too bad that didn’t design a two seater, that’s a little more sporty</p>
<blockquote>the reason why people bought them in the first place was because they were unique, relatively rare, and definitely didn’t appeal to the mainstream.
</blockquote>
<p>So the fact that they are great cars has nothing to do with it? Just the exclusivity?</p>
<p>MINI is not an exotic brand charging exotic prices. So this is not a survivable scenario. MINI’s profit margins are not nearly as wide as the exotics, so volume is necessary in order to survive. Also, the market has gotten extremely difficult recently and harsh decisions must be made.</p>
<p>Huckleberry, I ALMOST bought an Elise… But I will hold onto my MINI until it, or me, dies. But I doubt I’d buy another one, at least in any of the current configurations. Too expensive to add an aftermarket LSD…</p>
<p>Anyway, many of us were on board with what MINI’s original concept was. If you look at the history of the 2nd gen MINI, how it came about, what BMW’s original intentions were, and what it’s evolved into, you’ll see a marked disparity in how it began, and where it’s ended up. If BMW wants to mainstream the car, by all means, go ahead, but they’ll lose a number of us in the process. They’ll gain more than they lose, but the original MINI proposition was not to make ton of money, it was a labor of love on BMW’s part–and the end result of that hooked a number of us.</p>
<p>They’ve gone away from that philosophy, and if that’s the new intent, so be it. I understand it. What I fail to understand is how this opinion is so poorly understood, and so easily dismissed by many folks on the board. It’s a major reason why a number of people with this sentiment no longer post here, which is really a shame.</p>
<p>Craig, the fact that they are great cars depends on how you depend a great car. They are performance oriented, but reliability is less than stellar compared to other cars. People are willing to ignore that to get into a MINI–so yes, the exclusivity does have alot to do with it…</p>
<p>Here is how I always have seen this debate – if BMW continued to keep the core product (mini hatch) focused on performance, driving feel, charming styling details and overall stylistic cohesion, many enthusiasts would have no problem embracing even a CUV offering. It is because the core product was “updated” to gen2 (R56) with so much more “mainstreaming” and even some definite stylistic and dynamic misses on the design brief nailed by the gen1 car, that many are seeing a broad dilution of MINI design values.</p>
<p>Get the core product sorted on gen3, do as much as the facelift allows to sort gen2, and release “the twins” with impressive hardware specs and driving feel, in all trims not just JCW, and a lot of faith will be restored in BMW correctly managing this brand.</p>
<p>What is the US regulation that determines seat width in the rear?</p>