According to several senior members of the BMW and MINI management team the MINI brand is now entering what was universally described as a vital “third phase”.
Ian Robertson, member of the Board of Management of BMW AG responsible for Sales and Marketing, reiterated several times during talks with the assembled media at MINI United that MINI was now entering an exciting, pivotal third phase in its new life since BMW reintroduced the brand in 2001.
The previous two phases began with the reintroduction of the MINI, initially in the guise of the MINI Cooper and MINI One hatch, during 2001-2. Mr. Robertson admitted that while BMW had made mistakes during its troubled time with the UK based Rover Group, one thing they saw for certain was that the Mini had huge untapped potential just waiting to be unlocked. It was clear that Mr Robertson felt that through conviction and a lot of hard work that MINI had come a long way towards realising this potential and this in itself has been a great reward for those, such as Ian Robertson himself, who have been involved since the early days of the reinvention of Britain’s most famous small car.
The second phase saw MINI expand from the “core product” of the MINI hatchback into other models, as the brands global sales network also grew at an impressive rate. The MINI Convertible, and following the introduction of the second generation MINI, the MINI Clubman models established in the mind of people that MINI was more than a car, it was a brand in its own right, a very specific brand with a diverse model range but with a strong character and attitude which set it apart as one of the world’s leading premium car brands.
Seen as almost equally impressive has been MINIs success in the US. The MINI is not your typical car to try and sell to the American market, but with style, clever marketing, and a product with enough quality to back the quirks, succeed MINI has. The US overtook the UK and Germany as MINIs biggest single market for the first time in 2008, a matter which Andy Hearn, head of MINI UK, stated he plans to overturn quickly as MINI, with an expanding product portfolio, ventures into as yet uncharted territories.
So what is this “Phase 3″ that seems all important to the continued success and maturity of the MINI brand? The key phrases seem to be maturity, diversity, holding on to MINIs core values and most significantly expansion. It seems that MINI is, as any motoring analyst with half an eye on the brand has said, destined to expand in many ways in the coming years with bigger cars, a bigger choice of cars, and bigger dealerships to house the full portfolio of MINI products. New models, new production locations, new dealers, but while retaining MINIs unique character traits, personality and appeal as a manufacturer of “premium” small cars.
You can see how this is going to be a challenging but potentially hugely exciting and interesting time for everyone associated with MINI. The dealers, of whom around 2,000 were represented last week at a meeting at ExCel London, will be required to invest money and time into their MINI showrooms as the product portfolio expands, which will also require extra training of staff and perhaps more sales staff to cater for the wider audience to which MINI aims to appeal.
For MINI owners and enthusiasts there will need to be an opening of horizons and an acceptance of the fact that MINI is going to be crossing into new markets and launching cars that many will claim are not “true MINIs”. Perhaps a look back through the history of the original Mini, apt given the timing, could teach people a little tolerance. Although all relatively short lived when compared with the original, long lasting Mini saloon, without variants such as the Moke, Van, Pickup, a Traveller the appeal of the original would have been more limited and the history far less interesting and colourful.
A glimpse into the future direction of MINI is due at the 2009 IAA Frankfurt Motorshow, which theSwitchback will be attending. But whatever the future holds it was made clear it will be a diverse, interesting and enjoyable one, so all MINI enthusiasts can hope to do is hold tight and enjoy the ride!
Tags: andy hearn, bmw, future mini, ian robertson, mini, MINI crossover, mini crossover concept, MINI Roadster, MINI Speedster, mini uk, mini united, mini usa
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