MINI confirms Scooter E just a concept. No production plans.
<em>This story comes to us from our sister site, <a href="http://www.scooterfile.com/official-news/mini-confirms-scooter-e-just-a-concept-no-production-plans/#">ScooterFile.com</a></em> The 2010 Paris Motor Show was a big event for scooter lovers and gadget nerds alike. It saw a number of futuristic design explorations, and two in particular were of note for scooter fans. Both Smart and MINI each came to the show with a small-frame scooter concept. Both machines were electric, both were futuristic in their design, and both inspired considerable enthusiasm from fans of their respective brands.
<p>I was ready to buy one the day they launched! Super disapointed to hear this… but then, I suppose I’m not really surprised. Fingers crossed that they change their minds sometime in the future!</p>
<p>This is actually good news. Success is based on focused execution of the mission, and the scooter wasn’t going to really provide return on efforts for the MINI brand. If they want the product, doing what Smart did and farming it out would be the only way it would make any sense at all.</p>
<p>The claim that brand loyalty extends from a two wheeled offering to a four wheeled offering is dubious at best. (I owned two Honda motorcycles before I bought a new car, and buying a Honda because I’d liked my 650 Nighthawk just didn’t ever enter my mind.) So selling the scooter to the urban cool (what they were marketing to) to generate brand loyalty that would ultimately result in more car sales was a serious reach. I’m guessing that BMW already knows this because they already sell motorcycles and cars….</p>
<p>Really, the only options MINI had was to make a scooter with no economies of scale and hence a premium priced product (read low sales), or a rebadged or semi-custom scooter from a larger manufacturer and have a product that isn’t anything special, but has MINI badges all over it. This MIGHT be economically viable depending on the details, but all the stars would have to align for it to be both a winning product AND a commercial success.</p>
<p>Instead, they took the smart path: focus the money on making cars, and keep harvesting whatever press the can from the concepts.</p>
<p>For those that REALLY, REALLY want a MINI scooter, buy a scooter of your choice that fits your needs, and then customize it to your vision of a MINI scooter. It would probably cost about the same amount anyway….</p>