BMW Group realigns MINI product range and brand strategy

The BMW Group has announced that it is realigning the MINI brand’s product and brand strategy. At the world premiere of the new MINI Clubman in Berlin, Peter Schwarzenbauer, member of the Board of Management of BMW AG, responsible for MINI, Rolls-Royce, BMW Motorrad and After Sales, explained how he plans to develop the brand: “Since its creation in 1959, the MINI brand has always stood for ideas, inspiration and passion. That will not change. The new MINI Clubman is the symbol of our refined brand philosophy: We will concentrate in future on five core models with strong characters. We will open ourselves up to new ideas and new business areas. We will develop the brand’s visual identity. We are expanding our offering into the premium compact class, which will attract new customers and avid MINI fans. I firmly believe that this comprehensive realignment will enable us to continue the MINI brand’s unique success story.”

Record sales and sustainable growth

MINI’s regional success continues as the BMW Group Middle East reported a 13% growth year on year for its MINI sales in the first six months of 2015. The MINI Hatch proved to be particularly popular as the group’s second best-selling vehicle across all eight markets.

After the MINI re-launch under the BMW Group in 2001, global sales increased fivefold in the first year and today, annual MINI sales are roughly twelve times higher. MINI was the first brand in automotive history to set premium standards for the small car segment. Now, with the positioning of the MINI Clubman in a higher vehicle class, MINI will once again raise the bar for top-class design and high-end product substance, thereby gaining new customers.

MINI enters the premium compact class and leverages synergies

With its entry into a higher vehicle class, the new and roomier MINI Clubman will appeal to customers who particularly appreciate outstanding design and fun driving combined with everyday drivability and long-distance suitability, versatility and comfort. The extension of the compact class product range coincides with the introduction of a common front-wheel-drive architecture which will be used across different models and brands.

The new MINI Clubman is entering the market segment that promises the strongest gain in the future. Market studies forecast an annual global increase of four per cent for the premium compact segment, which will account for more than 27% of the total global premium passenger car market by 2020, a growth in which MINI will participate. MINI customers are increasingly choosing a higher level of options. The company expects the percentage of sporty Cooper S models to account for up to a third of sales, depending on the model series, over the medium term. The share of ultra-high-performance John Cooper Works models is set to almost double to five per cent of the MINI model range.

MINI reinvents itself – with new corporate design

MINI is a brand that captures and drives the spirit of the times. It is in the brand’s DNA to constantly reinvent itself. Now is the time for another such reinvention – a new visual identity for itself. At the heart of the new design is the unique brand and product experience MINI has always stood for. The original idea behind the MINI design was to develop a highly-efficient vehicle focused on the essentials, but which had the agility to offer a one-of-a-kind driving experience. This combination of clear, emotional design with a focus on the essential will now also define the brand’s new look. A two-dimensional logo, new typography and new tonality underscore the basic idea of clarity and authenticity and will ensure the brand continues to shape the spirit of the times.

Speaking of the recent reinvention of the MINI brand, Ali Kherallah, Retail Marketing Manager for MINI at BMW Group Middle East, said: “We are very excited about the recently evolved identity of the MINI brand and look forward to introducing the brand’s new visual and communicative strategy across the Middle East markets. The MINI brand has enjoyed some great achievements across the region in the first half of this year and with the announcement of next year’s highly anticipated arrival of the new MINI Clubman, which will be showcased at the Dubai Motor Show in November, we are making a clear statement of the brand’s evolved maturity.”