BMW Turning MINI into a “Proper” Brand
BMW CEO and board chairman Norbert Reithofer sat down with Autocar yesterday and talked about the prospects of a front wheel drive BMW built off the MINI platform. As we have reported BMW is going ahead with plans to build such a car and have even produced research (80% of 1 series owners already believe the car is FWD) that seem to support their case. However Dr. Reithofer also made a brief and interesting mention of MINI in his remarks. Here’s an excerpt:
>”Do you not think it is time to turn Mini into a proper brand?” he said. “I think it is time, so we will also be expanding the Mini range over the next five years. I have seen the future [Mini] concepts and they are fantastic.”
We’ve heard the same the same thing in hushed but confident tones – expect incredible looking cars and great ideas out of the MINI brand over the next five years. But then he went on to confirm another rumor we’ve heard; that BMW plans no MINI larger than the 4 meter barrier.
>However, Reithofer confirmed to Autocar that although the planned new front-drive platform will be used to build cars measuring between 3.8m and a Golf-sized 4.3m, future Mini models would probably not break the 4m-long barrier.
With the Countryman currently right at that limit we can take that to mean BMW intends nothing larger than the Countryman to be associated with the MINI brand.
It’s clear that BMW intends to build a model (not a 1 Series mind you – that stays RWD) on the next generation MINI platform that is expected to debut in 2013. However what shape it takes and how it competes with the MINI brand is still unknown. In the meantime BMW isn’t going to let the MINI brand be stagnant. With the Coupé and the Roadster being introduced in 2011 and the Countryman coming online later this year (2011 for the US), it’s going to be a busy time for MINI. And that’s not even counting the next generation MINI hatch. Oh and one other concept we keep hearing about. But we’ll have to tell you more about that as we get further information.
<p>If the 4m limit rule is true, and that they will actually adhere to said rule, I’m thrilled for the MINI brand! But, I think it would still be nice to see something truly MINI, something closer to the original than anything else. Something tiny, lightweight, efficient, and not hugely powerful, but incredibly entertaining to drive!</p>
<p>“80% of 1 series owners already believe the car is FWD”</p>
<p>That’s the saddest thing I have ever read……</p>
<p>“80% of 1 series owners already believe the car is FWDâ€</p>
<p>I laughed my bag off when I heard this the other day!!!
That means that those BMW owners have absolutely no clue as to the car they drive.</p>
<p>As to the MINI info in this article, we will probably see a MINI with a trunk come out relatively soon as there have been plenty of talk in the margins about this…think Riley Elf</p>
<p>I can’t wait to get more info on the Coupster and Roadster…2011 can’t get here soon enough!</p>
<p>I thought it WAS a proper brand?</p>
<p>“80% of 1 series owners already believe the car is FWDâ€
BMW is not doing their job if this is true.</p>
<p>A front drive BMW. They’ve fallen a long way.</p>
<p>And I’m with Rocketboy, I thought it was a proper brand. That’s how ALL brands start: you introduce one car and then follow up with a bunch of others later (even though Mini was already a brand).</p>
<p>I think they were alluding to the fact that MINI has been a “niche” vehicle for the most part. By proper brand I believe they mean a brand with a full line of offerings like a smaller BMW and not an Aston Martin or Ferrari niche style brand.</p>
<p>@ Sideways….what’s a ‘trunk’?</p>
<p>I wonder what percentage of MINI owners think it’s a RWD car or just don’t know.</p>
<p>Matt Damon</p>
<p>@ rosvick, I agree completely. MINI, or the “MINI Brand” if one prefers, is ideally suited to introducing something smaller still than the R56 (evidence of demand for “smaller” exists, imo).</p>
<p>Larger MINIs, FWD BMWs, and allegedly a significantly larger Isetta. Some of this could be interpreted by <em>some</em> fans confusing, if not obtuse.</p>
<p>Add the idea that MINI is now openly designing “for the American market”, which statistically is getting larger and larger, and one has to wonder if we’ll have to look elsewhere for something significantly smaller.</p>
<p>Won’t stop me from dreaming about a MINI the size of a Mini, however.</p>
<p>didn’t they also say at some point that there will never be a fwd bmw? whatever, it doesn’t really bother me. but what’re they going to call it and what will it be to not compete w/ mini-badged cars? a 0er? better just badge it isetta and make it a micro/kai-car</p>
<p>Hold on, hold on, hold on. I think everyone has missed the most important part of this article.</p>
<p>“Oh and one other concept we keep hearing about. But we’ll have to tell you more about that as we get further information.”
Gabe, please tell us more.</p>
<p>Hopefully the proper brand will bring down prices.
Here’s a comment from Winding Road mag regarding the new JCW vert.
“Nearly 40 grand for a wrong-wheel drive ragtop that barely gets 200hp out of a tiny four-banger? I don’t think I’ve ever been drunk enough to go for that.”</p>
<p>Having said that, they gave the car a good review performance wise.</p>
<p>“80% of 1 series owners already believe the car is FWD†suggests how non-representative enthusiast forums really are. Most people want their car to feel good, be in their price range, and get them where they want to go. How that happens is not their big concern.</p>
<p>I’d love to see them give the S the JCW engine, and give the JCW a 1800 cc powerplant to really differentiate it.</p>
<p>@ MARK</p>
<p><a href="http://bringatrailer.com/wp-content/uploads/2008/12/1966_Riley_Elf_MkII_Mini_Rear_1.jpg" rel="nofollow ugc">http://bringatrailer.com/wp-content/uploads/2008/12/1966_Riley_Elf_MkII_Mini_Rear_1.jpg</a></p>
<p>Riley Elf</p>
<p>Sorry MIKE…</p>
<p>“Something tiny, lightweight, efficient, and not hugely powerful, but incredibly entertaining to drive!”</p>
<p>Yes, yes and yes!. Unfortunately with the US being the largest Mini market that’s an unlikely direction. I hope I am wrong. I will test drive a Fiat 500 as soon as they come out.</p>
<p>This comment isn’t about the content of the article, but about that incredibly obnoxious Nissan pop-up ad at the top. I’m using Safari and the ad covers both the headline and the photograph, and when you click “Close” on it instead of going away it opens another pop-up in a new browser window. (And when you switch back to the article it STILL hasn’t gone away, in fact it gets bigger and completely blocks the photograph of the three MINIs.)</p>
<p>I understand that web sites like these are ad-supported, but it’s ridiculous when advertisers are allowed to block the actual content of the site with their advertising.</p>
<blockquote>
<p>This comment isn’t about the content of the article, but about that incredibly obnoxious Nissan pop-up ad at the top.</p>
</blockquote>
<p>For some reason Google ad server is serving that ad up outside of the designated area. What’s worse it shouldn’t be serving a leaderboard 3rd party up there at all. We’ve contacted our ad rep and it should be outta there soon. It’s offensive to us as well.</p>
<p>Thanks, Gabe. It looks like they responded to your complaint because it’s no longer blocking the article, but only the lower copy of the ad (between the article and the comments) is now visible.</p>
<p>Actually the “original” Mini did have a “trunk”. It was pretty useless; however, with a small, narrow trunk lid that hinged at the bottom edge similar to the current MINI convertible.</p>
<p>But I was under the impression that it was always called the ‘boot’. And it’s not useless. It houses my battery and spare tire plus a tool kit that is mandatory equipment in a classic.</p>
<p>Gabe, please….a little more information on that huge teaser you so deftly weaved into the article.</p>
<p>So my MINI isn’t four wheel drive?</p>
<p>So BMW is capping MINI vehicles at 4m long, dropping the cylinders from 4 to 3, and will probably bring in the next-gen Cooper lighter than the R56, which is lighter than the R50/53…</p>
<p>…and people complain that MINI is getting all huge and bloated?</p>
<p>I completly agree with Matt McDougall. I realyy like the way BMW is progressing with the MINI brand. And thats coming from an owner of a 1976 mini cooper, and a 2005! I’m waiting for the new JCW Coupe!</p>
<p>We had the pleasure of owning a Wolseley Hornet for some 20 years. This is of course a Mini with a boot (trunk) I really dont think it would work on the MINI. To turn it into a saloon would be a daft move. However over the last years rumours keep coming up a smaller MINI closer to the size of the original Mini.</p>
<p>we will wait and see</p>
<p>“80% of 1 series owners already believe the car is FWDâ€</p>
<p>Is completetely wrong but is a perfect marketing’s introduction for people to accept the future little BMW.</p>
<p>Don’t believe every word from BMW…</p>
<p>I’ll probably get a lot of flack for this BUT I would love to see about 6 to 8 inches added to the clubman and two more doors as well instead of the half door. A real mini station wagon is what I’m asking for. I’m not asking for a volvo but just something more usable then the current version. Something for families. I don’t want an suv just something for four/five passengers and some real useable space. Just my two cents!</p>
<p>Andy, today it is called Countryman ;)</p>
<p>@ Matt McDougall, What would be gained if the entire MINI community agreed on every development?</p>
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