Opinion: MINI Must Get Smaller to Get Bigger
By next summer three of MINI’s then eight models will have four doors. And if the Countryman’s success is anything to go by, its this segment that will be critical to the brand’s success in the years ahead. And there in lies the problem. The brand was built on unconventional. A finger in the air aimed at authority, the brand has been built on thinking differently and making less do more. And yet MINI is becoming quite established with utility vehicles, all wheel drive and an increasing size across every product. We applaud the success of the brand and understand the importance of financial viability, but there is something missing in all of this. You know it, we know it and by some accounts MINI knows it as well. It’s called the Rocketman. And we at MotoringFile want it built.
The Rocketman is by far and away the most successful concept vehicle MINI has ever made according to MF readers and general automotive reactions. Why? Because it embodies the core values of a brand that everyones wants to love. Yes it’s attractive and full of great ideas. But it’s also what everyone wants MINI to be. Even those who have no intention of buying one or buying a MINI loved it and wanted to see it built.
MINI heard the reaction and has been working on one feasibility study after another trying to make the model a viable and profitable. Earlier this year our sources had told us that the car was undergoing feasibility studies with an eye to bring it to market on the back of a Toyota platform. Ever since MINI Design head Gert Hildebrand and Exterior Design head Marcus Syring dreamt up the idea of a small MINI while waiting for a delayed flight at a New York airport, there’s been a powerful movement within the company to get it built. While the initial design study was seen as a major success, it died on the vine due to BMW not wanting to invest in a city car version of the forthcoming UKL platform. More specifically BMW didn’t believe the sales volume would ever make up the initial investment unless they sold the car for the same price as the F56 – which to many would be unacceptable.
Current MINI design chief also seems onboard telling Auto Express “a MINI should always be a small car, so [a new city car] would be appropriate for the brand,” “At the moment, we don’t have the right tech solutions, but we are working on it. We don’t yet have a final solution, you could say.”
Why is a small city car so important for the brand? We believe that MINI needs halos – cars that people pine for. On one end there’s the JCW – specifically in hatch, coupe and roadster formats. Then there’s the JCW GP which should always be rare and rather mythical. But on the other end MINI needs halo that is the most pure form of the brand. In all of MINI’s official releases they refer to this as the F56. But as good as that car is, it’s too far removed from the original purpose of the classic Mini. And given the increasing need for urban transportation and fuel efficiency the time is right for MINI to create a new halo and re-energize the brand around the ideals that it was born with. If the brand truly wants to grow, it needs to turn its attention quickly to getting smaller.
What do we know about the Rocketman? Sources in the know have informed us that the MINI city car is being conceived as both a three and five door hatch and will likely be based on partnering with another automaker. Who that automaker is we don’t know but once again it would make sense for Toyota to be involved. BMW and Toyota have recently become technical partners in several ventures around hybrid and hydrogen technology not to mention that they are designed at least two sports car together for a release later this decade.
Given that type of collaboration, it wouldn’t be out of bounds for BMW to have direct input into the next generation Toyota Aygo (16″ shorter than the current F56) or even the iQ (which is a full 33″ shorter). That direct input would be directed towards making sure resulting MINI feel as gokart like as possible and accommodate either a 1.5L three cylinder MINI engine or something even smaller co-developed with Toyota.
The MINI Rocketman concept
<p>Amen! Bring on the RocketMan!</p>
<p>Do we start a White House Petition now or what? This may be the one article that all of the readers and fans agree with as far as a need to build. So if Nissan of all companies can make this:
<a href="http://www.enginelabs.com/news/nissan-unveils-lightweight-1-5l-3-cylinder-making-400-horsepower/" rel="nofollow ugc">http://www.enginelabs.com/news/nissan-unveils-lightweight-1-5l-3-cylinder-making-400-horsepower/</a>
then I am positive BMW can make an engine to power the smallest and lightest MINI since, well, mini.
Hopefully they realize that as long as it is still fun to drive they do not need a cooper and a cooper S and a JCW and a D. This car would not require a full range but rather maybe two choices, Just my two cents.</p>
<p>This is the only mini I would buy now, if they don’t build this in two years Ill leave the brand after my R50 dies.</p>
<p>Kickstarter?!</p>
<p>at the rate they’re growing we’ll soon end up with a Hummer with a Mini badge and, gasp!, lower EPA mpg than the R’s. ;0)
But, what I want for xmas is a Clubbie with Tesla batteries and range.</p>
<p>I thoroughly agree. This is not breaking news. It is something many MINI enthusiasts have been reiterating for years … and more so now than ever as we watch MINI models on their way to possibly becoming “The Biggest Loser.” The entire premise of the brand has been convoluted by the impetus and precedence of marketing. It would be wonderful to see MINI get back to its roots by creating captivating small cars as it has historically done. The “Rocketman” is an exciting step in the right direction. Aside from some of its peculiar looking design features it would most assuredly give us something to cheer about.</p>
<p>Careful there, Gabe… the first few lines of that opening paragraph almost sound like you’re saying MINI has been ruining the brand. =)</p>
<p>Read our reviews of the big MINIs. Our position is well known.</p>
<p>Just a joke, man… just a joke.</p>
<p>I loved everything about the Rocketman except those rear lights. I know they won’t listen to you (and us) and give us what we want (smaller, lighter hatch and a sporty city car) but I wish they would.</p>
<p>It’s abundantly clear from the most recent MINIs that the company is more interested in general consumers than their (once) loyal fanbase. They want to make a car for the masses, not enthusiasts.</p>
<p>We know for a fact that MINI Execs read MotoringFile and listen to White Roof Radio. They also clearly take into account customer reviews data (i.e. JD Power) as attested by many interior design changes to the F56. But all this feedback is a small portion of the decision making process to bring a new model. And while rumors about the Rocketman have been circulating for many years, it would still be a significant strategic move and departure from current/future FXX models to green-light this car. Also bear in mind the brand has yet to meet BMW’s profitability targets. All in all they will take their sweet time to decide, so I say patience.</p>
<p>Thanks for saying something about this Gabe. Your opinion will have much more influence than ours.</p>
<p>I particularly liked the bit that said MINI should “create a new halo and re-energize the brand around the ideals that it was born with”. I believe a halo miniMINI will actually reinvigorate sales of the larger MINIs as well, even if it is only a low volume seller itself. People will want to drive a Rocketman but may settle for a more practical larger MINI. People like me will jump at the chance to own a Rocketman though.
I vote to keep it iQ sized.</p>
<p>MINI – YOU NEED THIS CAR.
How about we aim for a 2020 introduction?</p>
<p>A massive disappointment that the F56 doesn’t realise the potential that the Rocketman almost promised. We are on our 5th Mini (R50, R53, R52, R56, and R61 Cooper S, all from new) and would swap everyone of them for a Rocketman in the blink of an eye. It’s gorgeous!</p>
<p>Well said Gabe – from your lips to the BMW Board’s ears!</p>
<p>As a Countryman owner, I appreciate the fat end of the spectrum as well, but would love to see a Rocketman in my garage as counterpoint to it.</p>
<p>Ok here is the thing I dont get. When they made the Paceman, the Coupe, and Roadster concepts there was no hesitation to bring those variants to the market. But the Rocketman or anything smaller than the F56 is met with “well we dont really see a market that we can make money off of”. Seriously!!!! Hell that MINI superleggera vision concept seems to have more of a chance of being produced than the Rocketman at this point (Yes its nice but I’m pretty sure most MINI buyers would buy a Rocketman). I honestly don’t get it. All those other variants with the exception of the Countryman dont seem to be selling to well. But the one car out of all their funky little concepts, the one car that every MINI fan wants, BMW won’t build.</p>
<p>Well put. I agree that a Rocketman sized MINI would outsell other models like the Coupe, Roadster and Paceman (maybe even combined!). As a driver in the 80’s, I cannot help but be amazed at how everything in this country keeps getting bigger. And unnecessarily so! The current F56 is a bit bigger than the 1st generation Honda Accord Hatchback … and Honda also sold the smaller CVCC and smaller still, 600 at that time. We need the Rocketman, VW needs a Polo or Up! and we need to get over our stigma with hatchbacks and diesels and join the rest of the world!</p>
<p><em>jumps down off soapbox</em></p>
<p>The sense of urgency for MINI to return its core values has never been greater.</p>
<p>MINI can tell the world all it wants that MINI is a state of mind, but that message is only so elastic. If MINI’s sub-2% unit sales growth in 2013 wasn’t enough snap this thinking in two, perhaps 2014/15 sales will provide the data necessary finally convince the leadership to effect change and act…small.</p>
<p>Remember critics, just one car is the ask.</p>
<p>Motoringfile’s been publishing rumors about a MINI city car since 2009 (see: MINI’s Micro Car Plans Come Into Focus). The first Rocketman concept post on this site was in 2010. These cars are really one in the same, and the it’s the only idea from MINI that stands in contrast to the methodical expansion of its platforms and lineup. A lineup that is arguably failing.</p>
<p>Vive Issigonis. Just enough is more.</p>
<p>The time to return to the fundamental Mini/MINI magic is now. Not sometime in the etherial and convenient future, as Warning suggested recently. Committing to a city car is the requisite path for MINI to reclaim a category it should <em>own</em> outright. And a revised Rocketman is the car that will restore the swagger the brand never have contradicted so broadly to begin with.</p>
<p>I infrequently comment on MF articles, though I read the site each day. I’m making a point to respond here and in effect, “sign the petition”. The F56 is too big and the SUVs are not what the brand is about at its core. Please bring back a small footprint but feature-laden car, MINI. Give us great gas mileage, outstanding build quality, high-end options and small size.</p>
<p>If MINI built the Rocketman, I will come back into the fold, simple as that.</p>
<p>My sincere hope is that the body is made from Carbon Fiber like the i3.</p>
<p>Yeah – sign me up for the JCW Rocketman.</p>
<p>I _____ Promise to MINI that if you build the Rocketman as close to concept form as possible provided that it:</p>
<p>Stays under 20k base price
Maintains great handling
Gets at least average of 30 MPG
Has at least 200 #ft of torque
Has Center Speedo (just hopeful) and even analog gauges are fine!</p>
<p>I will buy at least one.</p>
<p>Maybe if we send them a couple thousand of these they will get the hint and realize it is viable and profitable.</p>
<p>And looks reasonably close to the concept.</p>
<p>By all accounts, BMW’s latest premium city-car concept is a 3/5 door hatchback with four seats. In other words, it will have nothing in common with Rocketman, except for a vague silhouette.</p>
<p>I am not sure what concept you are talking about. As far as I know there has been no further development of the original Rocketman concept. Until a platform sharing partner can be found I doubt there will be.</p>
<p>I realise that you find this difficult, but if you read Gabe’s above article carefully, you will see that he confirms most of what I have said. Come on ulrichd, you could at least try to keep up!</p>
<p>You are right I didn’t read the last paragraph, sorry. Thanks for your charming reminder.</p>
<p>A very small number of commentators have declared that the only MINI they would ever buy would be a Rocketman. Well I’m sorry, but in that case, you are never going to buy another MINI, at least not for the foreseeable future. If you want to know why, just ask.</p>
<p>The really good news is that over the next twelve months, 350,000 of us worldwide, will be eagerly looking forward to buying a brand new ‘Lifestyle’ MINI. Our biggest problem is that we shall be spoilt for choice. Do we choose the F56, already selling like hot cakes throughout Europe, or the F55 with a dose of added practicality (on sale in the UK in 14 days time, hurray!) or the cool F57 Cabriolet, or the sophisticated F54 Sports Wagon, or the best selling, recently upgraded, R60 Crossover. Oh dear, decisions, decisions, decisions!</p>
<p>How does my wanting a Rocketman in any way impact the choice you have to pick another model? And yes, I understand it will be a long wait since the platform issue has yet to be settled.</p>
<p>That’s the whole point; your unrealistic expectations are of no consequence to us real MINI fans who buy new MINIs regularly. Left to the Rocketman fans, MINI would have been boarded up long ago!</p>
<p>“Left to the Rocketman fans, MINI would have been boarded up long ago!”</p>
<p>That’s a straw man’s argument on two counts.</p>
<p>We are aware that the Rocketman is a concept. But it’s the closest concept MINI has introduced since 2001 that represents Mini/MINI’s core values. A city car that carries forward these values packaged in something resembling the Rocketman is what we’re asking for.</p>
<p>I would also add that many of us who are asking for this MINI already own one or more MINIs, and we’d love an excuse to buy another.</p>
<p>The original Mini never made any money for its parent company, and started a chain reaction which ultimately put it out of business. Automotive historians unanimously agree that it would have been better if the Mini had never have gone into production, and had remained an intellectual concept. It was simply too small to make a profit. R50/53 likewise earned little profit, and it was only thanks to R60, that BMW was persuaded not to pull the plug on MINI. The only reason we now have MINI 3, is because it shares its UKL1 platform with BMW models.</p>
<p>Now, Rocketman fans want to turn the clock back, and are asking BMW to build a frivolous high-investment low-return premium city-car with a unique platform, which will cost billions to design and produce. They just don’t get it!</p>
<p>MINI doesn’t NEED a premium city-car in the current financial climate, in fact it’s the last thing it needs. What MINI NEEDS right now is R60, F55, and as soon as possible F54, in other words ‘Cash Cows’.</p>
<p>“The original Mini never made any money for its parent company”</p>
<p>You’re throwing the baby out with the bath water. The Mini didn’t carry a premium price, and a “premium” experience was never part of its value proposition like it was MINI’s.</p>
<p>Furthermore, very few of us complain about MINI pricing. We enter understanding MINI representa a relatively more expensive transaction. There are many examples of successful (read: profitable) products and experiences that fit this description. In other words, BMW can make this work.</p>
<p>I’m glad you brought up manufacturing costs. Some of the issues relating to the higher cost of manufacturing the R50/53 were addressed with the R56. Further efficiencies exist in the F56.</p>
<p>Now, just imagine how much MINI would have saved had the built the F56 smaller than they did.</p>
<p>Hell, a meaningfully smaller F56 would have ended much of this noise the day the F56 rumors dropped.</p>
<p>I knew you wouldn’t understand. Anyway, let’s leave at that.</p>
<p>“… us real MINI fans …”</p>
<p>Stop it. Just stop it.</p>
<p>Stop what? Is the truth too painful for you?</p>
<p>Stop pretending to be the arbiter of some artificial categorization of “real” and “fake” MINI fans, because there is no such thing. Why not enjoy the diversity of the MINI community instead of trying to drive a wedge down it? There is no us-vs-them, there’s just us. So come down off your high horse, have a beer, say “hi” to a few people, and chill out.</p>
<p>Me thinks that I have touched a sensitive nerve.! Actually, I’m having a great time! Gabe must be happy too, his advertising revenue will be going through the roof. More hits, more advertising!</p>
<p>“the next twelve months, 350,000 of us”</p>
<p>How did you come up with that number?</p>
<p>Oh dear! Last year MINI made and sold over 300,000 units. By it’s own calculations and consumer research, it expects F55 to sell twice as many models as R56. In Europe and many of its 114 markets worldwide, 5-dr hatchbacks outsell 3-drs by a huge margin. R54 should also help.</p>
<p>MINI in the US is experiencing a temporary glitch at the moment owing to the EPA debacle. Soon, if European F56 sales are anything to go by, you will be seeing some eye popping sales figures for MINI in the US.</p>
<p>“Oh dear! Last year MINI made and sold over 300,000 units “</p>
<p>I appreciate your optimism, and you are right about one thing. MINI did sell over 300k units in 2013. In fact, they sold 305,030 units to be exact, and 301,526 units in 2012.</p>
<p>The problem is, that’s NOT even a 2% improvement over 2012. Alarmingly, the Countryman’s numbers, the savior model you point out often, sold fewer units in 2013 than it did in 2014.</p>
<p>Based on the numbers so far in 2014 MINI’s actually trending downward, making your 20% improvement over 2013 look, apologies in advance, crazy.</p>
<p>Oh dear, is right. The game tape doesn’t lie.</p>
<p>The figures are not mine, they are BMW’s.</p>
<p>Anyway, that’s enough fun for one day. I’m off to bed now, it’s 10.30pm here in the UK. I shall really sleep well!</p>
<p>I shall be more than happy ‘to do battle’ with you again tomorrow, if you want. :)</p>
<p>“The figures are not mine, they are BMW’s. “</p>
<p>My numbers come from BMW’s annual report and other widely available resources.</p>
<p>Sweet dreams.</p>
<p>Remind me, what was the new model that was around for 2013?
2014.. Wasn’t that the year MINI consumers were starved for the F56 when the 14 model had a very short run and the 15 models got held up in the US for a couple months leaving many dealerships empty of F56’s? The hold up that built a reservoir behind that dam that just burst and is about to flood the market? Can you say 800% increase in sales of the F56 in November vs September?</p>
<p>@robble, I was referring to the Counryman not the F56.</p>
<p>You think F56 sales are about to increase dramatically now that the ’15 F56 embargo is lifted? 800%?!</p>
<p>I hope you’re right. Based on the number of 2014 F56es on dealer lots that I’ve looked at, however, there’s little to suggest anything other than a reasonable sales increase for the last few months of the year.</p>
<p>tired repeating the same speech… WE WANT THE ROCKETMAN, OKAY ?</p>
<p>BMW has previously made it crystal clear that Rocketman was never intended for production. It was, and will always remain, a self indulgent intellectual concept, showcasing what could be achieved if money was no object, but no business case could ever be made for it.</p>
<p>The reality, however, is that a premium city-car is on BMW’s ‘wish list’ of vehicles that it would love to build if it could make a sound business cases for them. The problem is that no premium city-car platform currently exists anywhere in the world, and so a unique platform would have to be designed, which would cost billions. Finding a partner who is willing to take a huge business risk in sharing the development cost has, so far, proved difficult.</p>
<p>The VW ‘Up’ is universally acknowledged to be the best city-car currently on the market, but is turning in disappointing sales of ‘only’ 200,000 a year and thus low profits, and the VW Group is seriously “reviewing” it’s future. You see the problem.</p>
<p>hmm… dare I suggest that the best thing BMW could do is sell off the MINI brand to a manufacturer that has more volume and a lower price audience like the Classic Mini, where poor people could buy one and rich people wanted anyhow.</p>
<p>I love it, as long as I can still get goalie gear in the back ;-)</p>
<p>They won’t build anything that they can’t make an enormous amount of money from so if the Rocketman gets built it will be with some huge compromise – think that huge great big nose hanging off the front of the f57 as a result of being too money orientated to modify the new BMW FWD platform for purpose. They did such a great job with RR – but then that’s where the money is. Mini is a ruined brand building preposterous lifestyle choices. Perfect for hairdressers and the kids of tax accountants.</p>