theSwitchback

What is it about the MINI that has meant that since its 2001 introduction, every new car that comes close in price, prestige, or performance is heralded as the next “MINI killer”, or words to that effect?

Citroen have just unveiled their new DS3, part of a new DS range the French automaker hopes will firmly place them in the premium market sector. The DS3 will be the smallest car in the new range and is, no surprise, being called a “MINI beater”. But why? Is it because it revives the DS marque, another retro reinvention hot the heels of the Beetle, MINI, Cinquecento et al? Or is it because the motoring press genuinely believe it is a Citroen who will take the honour of finally knocking the MINI of its perceived perch as the standard for small (and sometimes medium sized) premium cars? That seems unlikely when you consider the range of vehicles the MINI has regularly found itself fending off in various group tests, not to mention the sales charts.

The clever thing about MINI is that it doesn’t really have any genuine direct competition. This isn’t just an idle matter of opinion from a long term admirer of the MINI brand either; there’s good reason to say this. MINI is, to all intents and purposes, a brand of its own, and offers a unique proposition. Everyone knows MINI is part of the BMW Group, but MINI owners often no more feel they’re driving a BMW than a Rolls Royce owner would. Yet somehow the BMW halo effect has worked splendidly well in enhancing the MINIs image and certainly has been instrumental in the marketing power and early belief the World at large had in the MINIs ability to succeed in what was essentially a new market, the premium small car sector.

A fine example of this is the recent launch of “MINIMALISM”. This isn’t a new product, this isn’t even a new way of thinking, this is by and large a marketing exercise, and another example of just how clever the bods behind the scenes at MINI really are. MINI has been introducing various fuel saving and energy efficient technologies to the range since the introduction of the second generation model, using the BMW Efficient Dynamics name. However for 2009 this has been freshly repackaged as a new way of thinking, a motto, a lifestyle choice, an ethos, MINIMALISM. Simple, but clever and very effective.

The really clever thing about MINI though, is that there’s a whole lot of substance to back up their clever marketing manoeuvres. If there wasn’t, then there’s no way the brand could have sustained not only sales success, but its unique love affair with the motoring media for such a long time. Almost every new car that makes an impact is compared to the MINI, this is great credit to how ubiquitous the MINI has become with quality, quirkiness and being simply great to drive. Hot hatch shoot outs are not complete without a Cooper S, or MINI John Cooper Works in the mix, as recently as last week TV motoring show Fifth Gear compared a MINI Cooper S with a new Scirocco on their track, and despite the VW being equipped with a fast shifting DSG gearbox and costing a fair whack more than the MINI, the cars were separated by only a hair’s breadth at the finish line.

But the MINI isn’t just about performance, it’s about customisation, it’s about personalisation, it’s about choices and personal preferences. The MINI range, while relatively small and lacking in confusing model designations, is extremely flexible. You can have a “bottom of the range” MINI One dressed up the eye balls in options and extras, or a MINI Cooper S with very much a bare bones specification, and there’d be good reasons for choosing either. The new MINI Clubman, launched in 2007, has been an incredible success for what essentially a niche within a niche. It’s like a MINI, but offers just a little bit more. And once again it is nothing if not unique among its would be peers. What other cars do you see with rear barn doors, and an asymmetrical design featuring a one sided suicide door which some regarded as nothing short of stupid and dangerous when first revealed.

And while MINI sales have suffered at the hands of the global economic downturn, the company is still in a strong position going forward. Used car sales are expected to increase steadily as the jobs market shrinks, and MINIs historically strong residuals and timeless design will no doubt offer an attractive proposition to buyers. Plus MINIMALISM and the MINI E, so oversubscribed by want-to-be testers that MINI has had to announce delays, show that the company is taking a future where real, practical ways of saving fuel, taxes, energy and the Earth are going to be ever higher on buyer’s priorities very seriously. Even the forthcoming crossover, SAV, 4X4, call it what you will MINI offers something different, perhaps enough encouragement to bring Mum and the kids down from their Land Rover into something a little more socially acceptable, yet still very different and funky.

America is also increasingly important to MINI. For some reason, Audi’s bosses appear to believe their own “MINI killer”, the Audi A1, is too much for the US consumer to get their heads around, the logic apparently being that for the US, small is cheap, and the Audi isn’t going to come cheap. Well, in 2002 the MINI wasn’t exactly cheap either, yet somehow MINI in North America proved an instant cult hit, so much so that Tom Purves, former president of BMW of North America has just received the Washington Automotive Press Association’s 2009 Golden Gear Award for outstanding “Automaker Contribution” for his instrumental role bringing the MINI to the states. Seven years on and other manufacturers are still wondering how to even come close the repeating the same fate. MINI USA have also confirmed they are seriously considering bringing a diesel MINI to the US. The Fiat 500, the Audi A1, and many other smaller cars quite possibly could succeed stateside, but the MINI has once again set a benchmark, launching with a dedicated dealer network and strong, coordinated branding.

I guess the difference with MINI is the MINI is different. Which makes it really hard for others to follow suit, how can you be different if you’re being inspired by, or competing with another brand. MINI seems to be striking out its own path and so far has done so with great success, so perhaps that is why nobody has quite managed to compete toe-to-toe with the MINI. It wouldn’t be outrageous to say that MINI has raised the bar, and that can only be a good thing for all consumers, I think it has reminded other manufacturers that people like fun, they like individuality, and they actually enjoy driving.

Tags: audi a1, bmw, diesel, efficient dynamics, mini cooper, mini e, mini usa, minimalism, volkswagen scirocco

This entry was posted on Monday, February 9th, 2009 at 8:22 pm and is filed under News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.