MINI is Eliminating the “Cooper” Name In Many of its Cars to Simplify the Line-Up
The name MINI Cooper is about to get a lot more rare. MINI is dramatically simplifying its product line-up and naming conventions. With the launch of the 4th generation MINIs, the brand is moving to a simplified model line-up and naming structure to help avoid confusion and make the model names simpler. Part of that is pulled the name Cooper from most of its cars.
For years the general public in many markets have mistakenly referred to MINIs as Coopers creating confusion around the distinct models like the Countryman. This confusion has led to everything from a SEO issue for the brand to lack of understanding the broader product line-up. With the 4th generation of cars, MINI is doing something about it.
The small MINI (in both electric and ICE form) will be known simply as the MINI Cooper with three different levels of performance and options; the Cooper C, Cooper S and the JCW. The Countryman and Aceman are following suit with their base models simply being called (you guessed it) the Countryman and Aceman.
That means the Countryman or Aceman will not feature the name Cooper in its base model. Instead both models will have base models designated by the letter “C”. And instead of calling the mid-level a “Countryman Cooper S”, it will now be referred to as a “Countryman S”. The same applies to the forthcoming Aceman.
The move is one we’ve pontificated about for years as an idea to avoid confusion and lean into the fact that the hatch is widely known as the “Cooper” (whether MINI likes it or not). It also further separates the iconic hatch from the Countryman and Aceman by making the Cooper name exclusive.
This move also means the brand is killing the MINI One and other entry-level models it’s sold in various markets for over 20 years.
What do you think? Is this shortening of the names going to solve confusion or add to it?
I think most of us have called them that way anyways for years.
I think it’s mainly for new customers and to simplify labeling and reduce confusion.
It’s about time. I think they should go even further and chop the man off of the other model names. Then they have friendlier nicknames, like Country and Ace.
Doug… How would you like to be “Doug Less”
LoL
Haha. I already am. (^_^)v Maybe it’s an American thing, but short quick names for things just seem more friendly and efficient (Mac, Switch, iPhone). Just like a MINI. MINI Cooper S Countryman All4 blah, blah, blah, just doesn’t roll off the tongue, especially in a conversation or when typing.
I would have the base model as mini then the next one up as mini cooper then the next one mini cooper s, if there was another mini cooper dynamic
I love my Mini Cooper Countryman S and I like it’s name just as it is.
I have been driving mini cooper s since 2002 until now. It’s an iconic and very cute car and that’s why is called mini.
Keep Cooper Stop castrating the Mini it’s not a tepid Volvo I’ve owned 2 Mini Coopers I’ll probably get a third
Why is it when the U S get it’s hand on something they have to change it. It started with making the
Mini Cooper larger then it was no longer a MIni now it’s the name
The MINI is owned, designed and named by BMW. BMW is German. The U.S. has nothing to do with it. If the U.S automakers were involved, they would have destroyed MINI years ago.
Love my mini cooper s couldbnt imagine calling my car mini s just sounds as if something is missing ohhhh yes the cooper …..
ROLL ON THE “F66”?
Will the new “F66” mini COOPER S have the pops n bangs that are missinig in the current models ?
Will the new “F66” mini COOPER S have the pops n bangs that are missinig in the current models ?
I’m too English to find the Cooper name a problem.
Mini were too tight to pay Cooper his franchise fee in the early 70’s, leading to the last proper Cooper’s being made in 1971, giving rise to the one year Britax cooper of ’72 and the 1275gt, made to look like a maxi and be a performance car without having to pay Cooper £5 a car or whatever it was.
It doesn’t suprise me that BMW want to ‘do the Cooper family over’ once again. Approved by the son of John Cooper doesn’t really have the same kudos as approved by the late John Cooper himself. And truthfully, he can’t approve things from beyond the grave.