Mini News Most liked posts in thread: Evolving Mini takes aim at high-end brands

^This^.

The article is a window into a strategy in disarray. One could hope that it's just poor articulation by Mr. Vice President of MINI of the Americas, but I doubt it.

It's illuminating that MINI reacted to criticisms of the unique characteristics (central toggles, center speedo). Those criticisms probably came from the automotive press, who expected to see every control and gauge in the same place as every other car. Owners, on the other hand, cherished the uniqueness of the early cars.

There is a precedent for this in SAAB. It was a brand with quirky, unique features with a loyal customer base. When GM acquired them, they responded to press criticisms and homogenized the car. Short-term bottom line performance was the strategy. A decade later SAAB is vapor.

The long-term prognosis for MINI is weak if they really believe that a larger MINI, with a higher price tag, photographed during the day vs. night will produce and up-market winner.

 

I like quirky, I don't like normal. Put the window toggles back in the center stack and the speedo in the middle of the dash where it belongs. And leave everything else the ****** alone, Dam-it.

 

This direction seems to indicate so much internal confusion regarding brand strategy, it makes my head spin. It also seems to suggest that the "...sporty, small-car brand with an irreverent attitude and quirky features..." that made the early BMW MINI go viral and the catalyst for establishment of the community of hardcore enthusiasts are now considered negatives. To sell an increasing number of cars at the ongoing price point, the company apparently needs to redirect towards those with the disposable cash in their pockets.

Take these two consecutive statements and try to make sense out of them:

"Mini's appeal from its launch in 1959 was maximizing space in a small car."

"As long as we stay true to what we were in the beginning," Duncan said, "we do not need to be limited by size."

Say what?! :mad2:

 

That would be the conventional wisdom when observing the products coming from MINI, but the quote in the OP paints a more specific, and confused strategy. Even if it were as simple as you suggest, MINI couldn't compete in that space: they're not good enough, big enough or focused enough. Over the years since they've homogenized their products, they have not significantly improved their sales, and have clearly lost market share in the small/premium car market. By adding models, they have propped up sales to justify their existence but haven't focused on what wins: brand identity. Instead of looking at SAAB as a cautionary tale, they looked at Porsche, and said "we can do that". Guess what? Nobody can do Porsche except Porsche.

 

Here's my take on MINs thoughts. They want more sales. Doesn't take a rocket surgeon to figure that out. When they came out with the Countryman, I figured okay, lets go a bit bigger. It seems to be a positive move. I think they misread to success of the Countryman. Then along came the Paceman. While a neat vehicle, I didn't really figure out the niche it was aimed at.

Then a along comes the Coupe and the Roadster. Neat cars, I agree, but I think they're dividing up the pie too much and basically stealing customers from other models within MINI as opposed to attracting significant numbers of new buyers. Thereby diluting sales for the Coupe, Paceman and Roadster.

MINI isn't Chevrolet. They don't offer something for everyone. Maybe that's why Porsche doesn't make a pick up. Porsche is an enthusiast marque. So is MINI. MINI should continue listening to it's customers. How many of us, percentage wise, buy additional MINIs? Don't forget the girl you brought to the dance. You tried rolling out additional models. You built a lot of cars, but at the expense of total overall sales. NOW, you're trying to make your models more "mainstream". Again, that isn't what MINI is about. Stay MINI. It's bad enough they've made a ugly ass grille opening, much like everyone elses offerings. Keep what you brought you success.

 

RIP SAAB :frown5:

Get well soon MINI :fingerscrossed:

 

I don't think they're confused at all; I think they know exactly what they're doing. I think they're making a concerted effort to bring the car into the mainstream as much as possible, where the most buyers live. That's why "size doesn't matter" (in the MINI world that is).

The first generation ideology wasn't sustainable financially, although it was great for those of us who got on board in the beginning when selling a bunch of cars wasn't the primary goal, but making something iconic and quirky, convenience be damned, was. Those days are gone for good.

My totally biased prediction: First generation cars will be collectors items, and sought after in the future. Every generation following will be like Honda Civics (except less reliable)--a dime a dozen, nothing coveted 20 years from now.

 

I loved my 2006 MCS Cabrio. However, once I had to start pouring money into maintaining it this past year I didn't love it as much.

Now I have a 2015 JCW hardtop. The ride is great and there are more toys in it, but I liked the body of the 2006 much better. The dimples on the hood on the inner side of the headlights made that 2006 front end so much sweeter looking. It had character the new one lacks. And I liked the smaller body as far as looks went too.

I also like the supercharger more than the turbo. While the new one has more HP and is plenty fast, there was something about the feel of the acceleration of the 2006 with the supercharger I just miss.

 

The Columbus special edition could be called Cooper Stadium....

 

They keep getting bigger and BiGGer and BIGGER! I think they will soon just be called Coopers. There's an ass for every seat, I wish them well.

 

If that's the route they're going, they're putting luxury and comfort in front of performance. That's ok, but they're going after a totally different generation of MINI buyers. Maybe they'll through in the occasional GP as a nod to MINI's performance heritage, but the days of a relatively cheap. mod-friendly platform are gone. Individualization of the car, by BMW's design, now takes place in the factory instead of the aftermarket. Not for me, but they'll probably make gobs of money, and in the end that's what they're there for.

 

wow, Eric, you summed it up perfectly! Every time I get in my R56 JCW, I smile seeing that huge dinner plate speedo, the window switches on the center stack, the anti-ergonomic ventilation controls in the shape of the Mini logo, that huge, round tach, dead center where it should be, etc. The point is, the R53's and R56's screamed brand identity.

And what they have done to the Clubman, oh the humanity. If I had garage space, there would be a 2013 JCW Clubman in there right now. Still the coolest Mini of the BMW era, IMO....

 

That picture - we had something like that several years ago. It was a Caprice station wagon, the biggest chunk of iron Detroit spit out except for their trucks. A great family transport but as exciting as Lawrence Welk.

 

fact is...MINI is living outside of their f***ing minds! seriously...when BMW said they would take more interest in the MINI marque...many thought...ok...same design with maybe a better engine and part quality...what they didnt expect was what happens when MINI engineers and designs do battle with the BMW bean counters...it started with the countryman and paceman...at first...the MINI ergo was there...then overtime things like window switches on the doors instead of in the center...and now with the F-tard...they have really gone off the deep end... instead of the simplistic control for the connected/nav that used to exist (joystick and two buttons)...they have taken the control straight from a iDrive and dropped it in...not even inline with the armrest but offset so you have to take your eyes off it...also with the myriad of buttons on it...why? because BMW bean counters...then the light controls... not even on the stalks anymore...why? because we have to be "different" soooo...they lifted the controls from another BMW and stuck them under the knee panel under the dash...it took me 5 minutes to figure out how to turn on the lights of a F56 loaner i have right now...

confused is a understatement... ive long maintained this F series will be the crossroads for MINI...much in the same way every company that has owned the marque over the last 50+ years has faced... and when they stray too far afield from what was MINI/Mini's dna and what made it unique...they fail and have to sell the brand off because people stop buying them... and coupled with the fact they have had so many hiccups and a massive recall for missing crash safety equipment...

 

Porsche probably isn't the best example, it actually legitimizes what the MINI brand is doing.. It wasn't that long ago when the Cayenne came out, and it was considered sacrilege. Now the Cayenne and Macan are Porsche's biggest sellers; the enthusiast marque is a distant second and falling further beyhind...

One could say MINI is taking a page from Porsche's playbook.

 

Sounds like a bit of an identity crisis on the marketing side, and maybe the product development side. Its sad to see some of the things that make my Roadster unique going away, I love the quirkiness but I can also see why they would do a couple of them (the switches) while I don't really eat or drink in my car, I have been know to pick up a coffee to have when I get where I'm going or if on a long road trip, and while I love the quirkiness of the placement of the window switches if you get anything other then a small you can't operate them. So I can see moving them. I really don't get why they would kill the center speedo, it is quirky and gives the car personality, and they already had a small digital one in the tach anyway, which I have to admit I use most, so it fell right where most people are used to. That I don't see why they could not just keep that set up as is. (especially since if you have the infotainment stuff when you set the car to metric it will make the digital speedo go to Kilometers per hour, which I think is even better then a regular speedo as it tells you on the dot what your speed is, no guessing)

I do see though were they are coming from with the new Clubman, it is to go after someone that has a young family. the big question is did they get the handling right. But it dose allow people that want a fun small car with personality to get introduced into the family. Who then will be more likely to buy a regular MINI when they no longer have to fairy the kids around.

 

I'm looking at a 2 door BMW to replace my clubman. I don't drive 4 doors since my kids are grown and I want a cool car, not a SEDAN.

 

I guess that the "new" MINI as we know it will soon be relegated to the Classics. :frown2: