In a surprise move, the European Commission has given the green light to a new microcar class, dubbed the “E-car” segment. Positioned as European, environmental, and economical, it’s designed to spark a wave of ultra-compact, affordable EVs—essentially a European counterpart to Japan’s Kei cars. For MINI, whose DNA is rooted in making small cars accessible, this development feels almost tailor-made.

However over the past decade, MINI has steadily moved in the opposite direction. The latest Countryman is the largest MINI ever, and even the new Cooper has grown in size, weight, and complexity. While these shifts have kept the brand competitive with premium rivals, they’ve also left a gap: the absence of a truly small, inexpensive MINI. The EU’s new E-car category could be the framework that finally changes that. If MINI is game.

Enter the Rocketman

Back in 2011, MINI previewed exactly the kind of car this new segment calls for with the Rocketman concept. At just over 3.4 meters long, it captured the cheeky minimalism of the 1959 original while reimagining it for a modern, urban future. The concept never made production, largely because the economics of creating a unique small-car platform didn’t add up at the time. But in a world where the EU is actively encouraging small EVs, the Rocketman’s vision suddenly looks prescient.

Lessons From Japan’s Kei Cars

The EU’s new move echoes what Japan did more than half a century ago. In the postwar era, Japan introduced Kei cars—tiny, tax-advantaged vehicles designed to be inexpensive, light on resources, and accessible to a broad swath of the population. These cars became a lifeline for Japanese manufacturers, giving them the sales volume and financial stability needed to eventually expand globally. Brands like Suzuki, Honda, and Daihatsu built their foundations on Kei cars before moving into larger, more profitable vehicles.

The EU clearly hopes to recreate that effect for European automakers in the EV era, ensuring there’s a viable alternative to cheap Chinese imports while also providing citizens with affordable electric mobility. For MINI, the parallel is striking. A modern-day Kei-equivalent could be exactly what the brand needs to reconnect with its roots and broaden its reach.

Why This Matters for MINI

A future micro MINI would not only plug a hole in the lineup but also give the brand a halo of authenticity. The Rocketman wasn’t just another concept—it was a reminder that MINI can be bold, different, and uncompromisingly small. A production version, adapted for the E-car class, could be positioned below the Cooper, offering buyers a true entry point into the brand. Think lower costs, lighter weight, shorter range—exactly the formula urban European buyers (and regulators) are pushing for.

The Challenges Ahead

For BMW Group, the challenge is scale. Can MINI produce such a car profitably, especially if it’s meant to be “affordable” in a way modern MINIs generally aren’t? One option is leveraging shared platforms or even partnerships, something BMW has done before. Another is to lean on Oxford and Leipzig’s flexibility in small-batch EV production, though margins remain the biggest hurdle.

Our Take

Japan’s Kei cars saved entire industries and launched global players. Europe’s E-car segment won’t just be about cheap city EVs—it could be the proving ground for the next generation of European small-car innovation. 

For MINI, the idea of moving back into a more basic segment feels rooted in its history. But it’s also at odds with where the brand has evolved and where we know profits in the industry are. For it to make sense, the regulations, which are still being defined, would have to be quite advantageous for MINI’s parent company, BMW, to begin writing some big checks. 

But if the business case does make sense and it aligns with the overarching brand strategy, MINI could find itself not just reviving the Rocketman, but rekindling the revolutionary spirit of 1959 that made the brand iconic in the first place.