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 fantastic looking logo in our opinion) logo, the evolution of the brand’s strategy and design tenets are the bigger story here. Design, authenticity […] (visit MotoringFile for the full article) More...
That's one classless looking logo if ya ask me. But, who am I anyway. At least they've retained the wings...
And yet I don't feel they are selling minimalism.... Would a minimalist feel comfortable in the new MINI offering.... Sooo.... I guess it's more about the fact that Minimalism just starts with mini... I fear they are headed towards minibourgeoisie.... Mini really needs to make the Rocketman happen..... And reset the price.... Fun light and low cost.... Get back to their roots with at least a small entry model... Rocketman could fit the definition of minimalism....
But its cheaper to make!! Minimal cost!!! Don't you get it? Gotta save 5¢ on that logo, 5 times per car!! We're dealing with about $1.25 here!! The the TWO logos removed from the seats, that's like another 75¢!! Two bucks a car!!
Naww... That would "cheapen" the brand.... They are trying to "elevate" it to new levels.... Give you less, you pay more!! Any bets that if the Rocketman happens it will be a $40,000 MINI? Like artwork, the less you get, the more they can charge...and only folks with $$$ would consider a "basic" MINI that has zero bells and whistles when a Korean car is $12,000 with Bluetooth and heated seats, a sunroof and 12 way poweseats, an inverter, a 20 year lifetime warrenty, and a hyperdrive....or that's what focus groups will tell BMW... Me, I'd love it...but just as the average BMW is not my thing at any $$, BMW is making MINI a BMW, and you don't put your name on anything lowpriced if you are BMW.... BMW corporate is about SAFE CALCULATED CHOICES. Taking a "chance" cause they "think" it would sell will not fly, MINI wings or not unless it fits the "brand focus".
The only people who like the new logo are the "better in every way" folks at MF. Enough said. Well, not quite enough. It looks amateurish, like someone who is good but not great at graphics was screwing around on their computer. As they keep adding various doohickeys in the interior, and increase the size and cram the front of the car with a number of vents, grills and overhang to make it appear as busy as possible, maybe, just maybe, if they keep telling themselves its all in pursuit of minimalism they'll actually begin to believe it. They can't build the Rocketman now. The Rocketman concept is an extreme in true minimalism, and characterizing the remaining members of the brand as minimalist in comparison will make that delusion too painfully obvious.
Hey MINI.... Now here's your minimalist... Fun Light and Low Cost... [ame="https://www.youtube.com/watch?v=03SNQ_GmT0E"]Autobianchi A112 Abarth 70 Hp - Davide Cironi drive experience (ENG.SUBS) - YouTube[/ame]
I do not understand the hardship to BMW by building their minimalistic family of MINI's and also having an entry / sporting ride like Rocketman concept vehicle. BMW wants more market share and having a diversified line up would do that for them.
BMW/MINI would probably prefer making a higher margin on a fewer number of sales than a small margin on a higher number of sales... Would the Rocketman require an additional dedicated production facility or would it be able to be produced on a line set up for the larger bodies? Does BMW/MINI want to be associated with selling a low cost vehicle or or a "high end" status symbol? HAH.... When you look at all of BMW's businesses, with Rolls-Royce sitting on top.... Aren't the current MINI's already their most minimalistic family of vehicles... Would they want to offer something even more minimalistic? I fear the Rocketman doesn't have a chance....
Everything you mention is logical, my thought was that by offering a fun and lower cost entry vehicle BMW could hook people early on to the brand and as they got older they would move up to the higher priced vehicles. I'm not saying that the entry level car should try to compete price wise with the low cost Eco-boxes just lower in cost compared to their current offerings.
I would like to interrupt this thread with a brief musical interlude [ame="https://www.youtube.com/watch?v=-LX7WrHCaUA"]https://www.youtube.com/watch?v=-LX7WrHCaUA[/ame] ok carry on!
My guess is, MINI/BMW is taking a page out of the Porsche playbook..(anybody remember the (think it was GT3 versions, no sound insulation, etc)....Just as the track versions of their cars gets less stuff...bare-bones...they charge you MORE not to give you the stuff...NOT LESS. So to be minimalist it cost you more money as a consumer....than if you had gotten a regular car and ripped the sound insulation, etc out.... The lesson....marketed right, you can see less items for more $$$ if you market it right... I can see it now, save a tree, get crank windows!! Be a man, drive in a noisy car, get better mpg and save a tree!! Cynical....yes... But I remember a lowly Honda CRX HF that got 50 mpg back in 1989...low tech, basic car, fun as he if you drove it right...even better if you "hybridized" it back when that meant you tossed a JDM VTEC MOTOR IN IN.....still did about 40 mpg on 87 and was faster than a SI.... So far a minimalistic MINI means not less features...but less details...things like the WINGS removed from the seat covers to save a buck.... The details make the car IMO... A car with no attention to detail is called a FORD in my town...or many are good examples... Pretty decent, cheaper cars that the designers stopped just short of the next level on the interior...why? To make some price point....often using parts bin parts from other cars...
I seem to remember that MINI offered a low content version in England called the MINI One... 1.2L engine... Not sure about the content... Sold for around $2,300.00 less in US$'s, but same size body... The Rocketman was designed on a smaller platform if I remember correctly... Of course.... With MINI's desire to populate everything with the JCW edition, The JCW Rocketman could have offered a real thrill... File this under "Could'a, Would'a, Should'a... But Din't"
There is a MINI One model below the Cooper in most (all?) parts of the world outside of North America. The MINI One has always been a fairly significant portion of total MINI worldwide sales -- somewhere around 25%. It is available in all generations and variations (hardtop, convertible, Clubman, Countryman, diesels). We don't see it here (just like we don't see the lowest BMW models) because MINI/BMW USA are promoting a premium image.
I feel that we should see something soon, whether it be the Superleggera in production form, or a Rocketman production car. MINIs are still smaller than 99% of what's on 'murican roads anyway.
