Note: While this article is specifically about the new US version of the U25 MINI Countryman, much of this critique could be levels against the F66 MINI Cooper.
Since its rebirth, the MINI brand has stood for individuality. With countless ways to design and order a car to a buyer’s tastes, MINI has been built on appealing to the creative class or just people who want something a bit different. Unfortunately, with the rollout of the new MINI Countryman in the US, that’s gotten a lot harder.
MotoringFile’s clearly been impressed with the all-new MINI Countryman thus far. It’s more refined, faster, and packs way more tech. However, if you’re in there’s a problem – especially if you’re in the US where I sell MINIs for a living. If you don’t option it correctly you stand the chance of ending up a very basic-looking MINI. But even worse, some buyers might find it simply impossible to get what they want.
With the new generation of models, MINI is introducing “Styles” that package various styling elements together to create a unique look. Because of this, MINI asks that you first choose a Style when ordering a car: Classic with black trim or Favoured with gold-like Vibrant Silver. They are both no-cost options, but you have to choose one. And this is where things go wrong. In many ways, I actually prefer the black exterior trim of the Classic Style over the gold-like trim of the Favoured Style. But the second you choose Classic, it limits you from getting some key options that are otherwise free on the Favoured Style
For one you are unable to get the JCW Sport seats (free on the Favoured Style) which offer the type of bolstering and support most MINI enthusiasts are looking for. Second, you have only one choice of wheels – the 18″ Asteroid w/All-season Tires. Given the high beltline of the new Countryman and the overall design, the 18″ Asteroid wheels end up looking like a very basic spec option that screams “I was trying to save money”. On Favoured you have the free option of the gorgeous 19″ Kaleido Spoke or you can pay (only) $600 for the dramatic 20″ Windmill Spoke (with either all-season or performance tires).
But if you want black exterior trim (which seems like the more sporty of the two in my opinion), there’s no way to upgrade the seats or the wheels on the Countryman. It’s all very unfortunate because we’d bet the majority will look at the two styles and opt for the darker, sportier piano black trim versus the light gold (MINI calls this Vibrant Silver). They might then choose the Iconic package and even the Max Comfort package because they want all the options. But what they’ve unknowingly done by choosing the black exterior trim is limit themselves to what will look and feel like a rather basic MINI.
Let’s be honest, those 18″ Asteroid Wheels finished in silver look at best inconsequential on the new Countryman. At worst, they look embarrassing. That’s exactly how our recent Countryman S test car looked and yet it still retailed for $43,695.
But this isn’t just about wheels or seats (as much as they are important). It’s about the ability to option the MINI you want to buy. Putting together the options that suit your needs and reflect your style has been a MINI hallmark for decades now.
Why This is a Big Change (and a Big Deal)
This all comes down to MINI limiting the ability to add options as the brand has traditionally. Because almost everything is not only being funneled through two packages but also now Styles, creating a unique MINI has become much more difficult. But far worse, ordering a MINI that you want has also become harder.
Surely this was done eye an eye towards simplifying production and ordering processes. But we think MINI has made a mistake in packaging options and trim in such a confusing and limiting manner. The reality is that it’s not MINI USA that’s at fault but the way that MINI Global has rolled out its Styles program.
Don’t get me wrong, I like the overall concept of MINI Styles. The ability to noticeably change the character of a car with a single package is cool. But clearly, something is lost in execution if potential buyers cannot get the options they want despite being willing to pay for them.
Thank you for expressing the absurdity of this situation, which can only harm sales
Totally. And there should be another wheel option. My aim is for the SE. Presumably the only path for the hitch I want is Favored which I don’t want. I am also forced with omre brown… don’t want. HUD are annoying to me, can’t opt-out of that. Colors… blah. I have a BRG already and the fun blues won’t be available until later. I have been looking forward to replacing the X3 with similar but e-drive and now I think I’ll wait on Neue Klasse.
You’ve been slow to pick up on the gradual decline in the ordering process since the 2002 begining. Mini have been saving money for their behalf, not the customers, for a long time now. I have ordered a 2003 Cooper S, 2010 Cooper S, a 2016 Cooper and a 2014 Cooper SE Sport and that is the orderof the fun had in the order process. The Cooper SE Sport wasn’t much fun at all, the only option was the colour. This is the same as the rest of the industry, a unique feature of Mini has gone and probably gone forever.
Who’s been slow? I’ve been selling MINIs for years and seen it first hand. They had to do something to simplify the process because frankly it was a mess for sales people and customers who often got lost in options and packages. But it was when MINIUSA first announced Trims (which MotoringFile wrote about) that things begin to get too simple. Even still it was fine. It helped us MAs sell cars with higher prices and (I think) made most of my customers happy in the long run as they were getting more options for less.
But there’s a big difference in having to pick a Trim that bundles options for cost saving and simplicity vs not allowing certain performance options on a car because the color of trim you want.
I think it dropped a lot when they started to bunch together a bunch of different “groups” of commonly ordered parts, in theory great, but then got rid of the ability to customize beyond that… exterior and interior were always great, my personal gripe was when they stopped selling Manual Transmissions with ALL4 on the Countryman and Clubman… i was a Manual guy my hole life until i had to change with the dawn of electric cars… just been down hill ever since then. Especially when the power output of the Cooper SE was perfect to be mated to a manual trans with no issues! Less power than the JCW (which still had manual as an option)… that would have been great and completely unique in the market.
MINI has enjoyed profits from selling aftermarket black trim for MINI Coopers for years. It appears that plan is still in effect.
Having a 2023 JCW F60 myself I am RUNNING in the other direction. The way they have the new options laid out is beyond absurd. That Vibrant “Silver” is HIDEOUS. Why are the 3 available fabric dash’s Black, Brown & Blue or the very loud JCW Red & Black???
The “Vibrant Silver” looks more like tarnished silver to me, but I haven’t seen it in person. Some people are even saying it’s a champagne color. I think Apple’s iPhone 15 Pro made out of titanium has suffered the same fate. Not many people want a silvery-goldish color. Most seem to prefer cooler silver or warmer gold, not a mix.
Completely agree and if you have been through the new process you’ll quickly understand how it is much worse than it has ever been. Randomly bundling options together into styles only adds to the confusion. I don’t see how this makes anything easier for the buyer or the seller. Allowing buyers more wheel and seat options with one style, but locking them into fewer options on the other style, how does this make the manufacturing process any cheaper for Mini? Total nonsense.
Agreed 100%. We had planned on ordering a new JCW Clubman before they went out of production, but because of trim limitations and options, we couldn’t get anywhere close to the car we wanted. We were going to have to compromise on too many things, which seems absurd when you’re willing to spend $50k for the top trim level.
We ended up keeping our 2019 JCW Clubman, which has everything we want except for a heated steering wheel and the 70 extra horsepower.
We’ve been driving MINIs for 20 years as of this year, but I’m starting to look at other brands.
Don’t let MINI USA completely off the hook here. They have certainly had a hand in “less choice, more profit” moves that had nothing to do with Global MINI or manufacturing efficiency.
Recently sold my 2013 Coupe S of 11 years, from the era of maximum customization that was a big selling point for me. Also had a 2011 Countryman S ALL4, both were custom factory builds.
When the newer generation JCW came out (2015/2016?) I was flirting with making the change. But at the time there was no option for British Racing Green (like my Coupe was) only the dull Rebel Green, and at an extra $1000. Issue was a quick search of other overseas market’s MINI websites showed that every other market I could find sold the same car in BRG.
So it was 100% a MINI USA “marketing” decision to try and push buyers to the ridiculous $1000 upcharge for in my opinion and ugly color I would want if $0.
A few weeks later (after I had told them about all the other markets) the dealer emailed me saying they got approval for the car in BRG for no charge. Confirming it had nothing to do manufacturing, just profit, removing the BRG in favor the $1000 other green only for the US. One of the few “beginning of the end” experiences with me and MINI, who far too often seems like a marketing company masquerading as a car company.
I am, as they say, a person of a certain age. After years of looking longingly at Minis I finally ordered a F57 in BRG in June 2022. I’m not at all sure I got any or all of the options I might have wanted, although that hasn’t kept me from loving the car. But it could well be my last car – my time is bound to be running low, and if Mini is going to take the easy route with ordering I’m not interested. To me the whole thing is BS – given supply chain technology these days there is no reason why buyers shouldn’t be able to choose just about any combination of gadgets from the options list for their Mini.
Preach!
Just curious, are there any other cars with a “fabric dashboard”?