MINI’s New Identity and Brand Strategy is All About Minimalism
This week BMW not only took the wraps off of a new car but also a new identity and brand strategy for MINI. While the most visible sign is a modernized (and...
MINI Re-Brands & Re-Aligns its Strategy with an Eye On Car-Sharing
A few weeks ago we tipped you off to the upcoming subtle rebranding of the MINI identity. As it turns out that was just the tip of the iceberg. Today MINI is...
An Inside Look at the Design of the new MINI Clubman
The MINI Clubman is a further evolution of MINI’s design language. And in our eyes it’s the most sophisticated and understated product we’ve seen from the brand. That makes sense given the...
2016 MINI Clubman Teased, Sort Of (Video)
The 2016 Clubman is only a few weeks away from making its public debut, but MINI’s PR effort is already in full force. To support the launch of the F54 and unveil...
Chris Bangle on The Future of Car Design
For your weekend reading pleasure, we present a friend from the past. Chris Bangle of course is the BMW Group’s former head of design and was instrumental in defining the look of...
Former MINI Chief of Design Introduces New Concept
Gert Hildebrand, former Head of Design at MINI, introduced at the Shanghai Auto Show a new SUV concept for the Chinese brand, Qoros. As many of you probably know, Mr. Hildebrand is...
Opinion: How Could MINI Innovate?
In short, we have no idea. There are many things that we would like to see MINI do better, but none of those things are truly innovative and should be the standard...
The Future of Mobility by MINI and Designer Jaime Hayon
Since its rebirth, MINI has partnered with a variety of designers to reflect on the future of urban mobility. In light of the 2015 [Milan Furniture Fair](http://en.wikipedia.org/wiki/Milan_Furniture_Fair), also known as Salone del...
The Truth About Active Sound
Earlier this week, we [linked](https://www.motoringfile.com/2015/01/27/car-purists-vs-active-sound/) to an [article](http://www.washingtonpost.com/business/economy/americas-best-selling-cars-and-trucks-are-built-on-lies-the-rise-of-fake-engine-noise/2015/01/21/6db09a10-a0ba-11e4-b146-577832eafcb4_story.html?tid=pm_pop) from the [Washington Post](www.washingtonpost.com) describing how car enthusiasts feel about technology-generated engine sounds. Our takeaway was that Active Sound is a necessary evil given...
Petrolicious: The Classic Mini Visualized
Although most of the readers here on MotoringFile likely own or are reading about the modern MINI, we hold a special place for the car that started the craze, the classic Mini.  One...