According to Dr Wolfgang Armbrecht, Head of Brand Management for MINI, the MINI must retain its premium car characteristics as the brand seeks to expand into more market segments.
In an interview featured in the Bangkok Post Dr Armbrecht, who has been involved with the new MINI since its inception, insisted that certain features, such as the MINIs rear z-axle suspension are key to separating the MINI from other brands’ small cars.
Dr Armbrecht also all but confirms the forthcoming MINI Roadster and Coupe models which have been rumoured for some time now, as well as the MINI crossover being offered in both two and four wheel drive derivatives. With “five pillars” of the MINI range in place, annual production levels could reach 350,000 vehicles, perhaps more.
Of the crossover, due to make its public debut in production form at this years IAA Frankfurt motorshow, Dr Armbrecht says
I think of it as the Crossover 4. Four metres long, four doors, four seats and a 4×4 option.
Separately, while Dr Armbrecht is talking of the MINIs “premium” qualities as defining the brand, Chairman of the Board of Management of BMW AG, Norbert Reithofer, has set about redefining “premium” in the context of vehicle manufacturing, saying in a recent press statement that
..in the future, premium will not just be defined in terms of horsepower, but much more in terms of sustainability.
MINI which, of course, has its own brand of BMWs efficient dynamics named MINIMALISM (demonstrated most creatively in this latest promotional film), must feature strongly in the groups future strategy if they are to be taken seriously as a manufacturer of small, efficient, yet dynamic vehicles.
Tags: bmw, bmw group, mini, mini coupe, MINI Roadster, MINI Speedster, minimalism
[...] as the MINIs rear z-axle suspension are key to separating the MINI from other brands
i really should look at switchback first ! doh. dave (theskipper)