MINI is changing its marketing position to push teh brand more upmarket, and people will fall for it !

Mini is changing its marketing and will pitch to the "executive personality" as products move upmarket, its North American chief says.

"We have to evolve and see something new," which will include lighter colors and a different tone when the redesigned Clubman goes on sale in early January, said David Duncan, vice president of Mini of the Americas.

Mini launched U.S. sales in 2002 after BMW AG's purchase of the British minicar brand.

"If I am an uninformed consumer, I would think it is the same" as it was in 2002, Duncan said.

Mini was positioned as a sporty, small-car brand with an irreverent attitude and quirky features -- such as door and window locks in the center console and a big speedometer in the center dashboard instead of behind the steering wheel.

Mini was dinged repeatedly for some of those features and responded, Duncan said. With the redesign of the Cooper Hardtop and the launch of the Hardtop 4 Door, Mini moved the door/window controls to the windows, the speedometer to the left and the seat recliner from the front of the seat to the side. The interior was improved.

The redesigned Clubman wagon due in January will go even further, with an exclusive interior and more premium features. With a 12-inch increase in length, the Clubman will be Mini's first compact and compete with vehicles such as the Volkswagen Golf -- and even the Mercedes-Benz CLA and Audi A3, Duncan said.

"It marks a turning point," he said. "I do see us being cross-shopped across a luxury brand, in that we are actually a good value."

A new look

Marketing will have to reflect that upward positioning.

"The look will change. We have used nighttime and images against a black background," Duncan said. "You will see it in a more natural environment and see daytime ads."

Mini will emphasize premium touches and craftsmanship but will not entirely abandon fanciful ads.

"That part should still be told, but it may depend on the character of the car," Duncan said.

Along with the Cooper Hardtop and the Countryman, the Clubman will be among the four Mini "hero cars," volume models based on a BMW Group platform using BMW engines and components. The fourth hasn't been revealed but could be a sports car/roadster that takes styling cues from the sexy Superleggera concept.

'Not boring'

Mini's character hasn't changed in an important way -- the cars are still designed with sporty handling.

"The driving dynamics of the cars are not boring," Duncan said. "There are already a lot of people that are attracted to Mini, but it doesn't fit their lifestyle and is seen as too small."

Duncan says he is often asked how big a Mini can be. He wouldn't disclose whether the Countryman crossover will grow significantly when redesigned. The replacement Countryman is expected in late 2016.

Mini's appeal from its launch in 1959 was maximizing space in a small car.

"As long as we stay true to what we were in the beginning," Duncan said, "we do not need to be limited by size."

Duncan also expects Mini's appeal to grow because of the extensive use of BMW components in redesigned models. Mini won't tout this in marketing, but "it helps in the marketplace," Duncan said. "I would not dissuade a dealer to do that."

Duncan said Mini has recovered from last year's slump -- U.S. sales in 2014 fell 16 percent from a year earlier -- and he expects 2015 U.S. sales of about 66,500 cars.

Mini's sales through July rose 18 percent to 35,451 vehicles.

Diana T. Kurylko

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New MINI Exhibition at the BMW museum, but be quick, its only on till January.

New temporary exhibition opens on 27 November 2014 / Opening party on 28 November with The Rifles

From 27 November 2014, MINI – the BMW Group’s cult urban brand – will be the focus of attention in a temporary exhibition entitled “The MINI Story”. Up to 31 January 2016, visitors to the BMW Museum will for the first time be able to admire over 30 original vehicles, smaller exhibits and accessories from 55 years of MINI history. Numerous photos, films and sketches, along with a wealth of background information, tell the story of the tradition-rich brand across 20 themed areas. 

On 28 November 2014 the BMW Museum hosts a grand opening party for the new exhibition.

“A MINI has an inspiring, engaging way about it. It defies barriers and is ridiculously good-looking at the same time,” said Peter Schwarzenbauer, Member of the Board of Management of BMW AG with various responsibilities, including MINI, at the opening of the exhibition. 

“The bond between a MINI and its driver is above all an emotional one. This wide-reaching exhibition at the BMW Museum and the brochure to accompany it provide an engrossing showcase for the rich heritage of MINI – from the conception of the original Mini in 1959 to the present day. I look forward to welcoming crowds of visitors and MINI fans who share our passion.”

“Following the recent guest appearance by Rolls-Royce Motor Cars, this special MINI exhibition allows us to give our visitors a closer look at another of the BMW Group’s heritage-rich brands,” adds Gabriele Fink, Head of the BMW Museum. “We’re bringing together the most varied aspects of MINI within a youthful, dynamic and innovative setting.”

Wide variety of distinctive models and innovative design

A small car with a big history: the special exhibition shines the spotlight on the development of the MINI brand. An informative and action-packed tour leads visitors from the early days of the space-saving classic models such as the Morris Mini Minor and Mini Traveller to the unmistaeably contemporary design of the first new MINI, built in 2001. 

Alongside the model series on display, concept vehicles and creative one-offs – from a camper van to a stretch limousine complete with whirlpool – demonstrate the astonishing variety of models produced by MINI as well as the customer-centred focus of a brand cherished around the world for its innovative design.

From accessories to zeitgeist

The brand’s illustrious heritage and adherence to a “British” attitude to life are present in the pop culture of the 1960s (as epitomised by The Beatles) and beyond. 1990s TV series Mr. 

Bean ensured the Mini’s large community of fans were now spread around the globe – if they weren’t already. 

The BMW Museum gives this cultural and historical context a platform through 20 themed areas. Visitors with an interest in a particular era and its zeitgeist will find rare accessories, films and photos, adverts and design sketches to sate their appetites. The interactive joy of today’s world and a study of innovative connectivity-related ideas set the seal on “The MINI Story”, a journey back in time through half a century of MINI history.

Opening event for all MINI fans

On 28 November 2014 the BMW Museum will invite all fans of the brand to the grand opening event for the exhibition. Visitors can cast an initial glance around the exhibition from 20.00 hrs and party into the early hours with like-minded people over cocktails and more. Rock band The Rifles can be trusted to conjure up the requisite atmosphere. Entry is €5.00 and includes a welcome cocktail.

USA - MINI launches new 4 Door hardtop to the American crowds at Los Angeles.

Classic Mini, MINI Hardtop 4 Door and MINI Superleggera™ Vision on display to showcase the past, present and what’s next for iconic brand

The new MINI Hardtop 4 Door will make its North American premiere at the Los Angeles International Auto Show, with an intent to redefine what is expected from the premium small car segment. Originally showcased at the Paris Motor Show in September, the new four door model of the iconic MINI Hardtop will be shown for the first time in the United States at MINI’s press conference at South Hall #503, November 19, 2014, 4:40 pm PT.   

As if the presence of the MINI Hardtop 4 Door wasn’t enough to draw a crowd in the city of angels, the stunning MINI Superleggera Vision roadster concept will also be on display for the first time in the U.S., along with a classic Mini. The three-car feature display will serve as a visual of the past, present and future vision for one of the world’s most recognizable cars.

More MINI; More Possibilities.

Even with its four doors, seating for five and added cargo space, the new MINI Hardtop 4 Door maintains the dynamic character and go-kart handling of the 2 door model while adding functionality and interior space. The MINI Hardtop 4 door has more legroom in the rear, more shoulder space in the front and back and additional cargo space compared to the 2 door model making it more practical for a family or owners just looking for more MINI.

“The new MINI Hardtop 4 Door gives us an opportunity to offer a functional car with all the classic MINI proportions and legendary go-kart handling of the MINI Hardtop 2 Door,” said Patrick McKenna, Head of MINI Product Planning and Events, MINI USA. “It will appeal to people who want the added flexibility and convenience of four doors and five seats while enjoying the smaller footprint of a premium small car.”

The MINI Hardtop 4 Door is the first four door MINI to be built on the shared front wheel drive global architecture with BMW Group and will be powered by the same three- and four-cylinder MINI TwinPower Turbo Technology engines found in the MINI Hardtop 2 Door model.  The new MINI Hardtop 4 door goes on sale in January 2015 in the U.S. and is priced at $1,000 USD above the equivalent MINI Hardtop 2 door.

MINI Superleggera Vision.

Forward looking design has always been a part of the inspiration behind MINI.  The iconic classic Mini created by Alec issigonis in 1959 was inspired by a design challenge and the new MINI Hardtop 4 Door is no different. Today, the past and future come together with the MINI Superleggera™ Vision.  

The stunning roadster concept combines the tradition of classic coachwork construction of Touring Superleggera™ with MINI’s authentic British styling to create timeless aesthetic appeal. First shown at Concorso d’Eleganza Villa d’Este 2014 in Milan, the MINI Superleggera™ Vision will serve as a visual centerpiece of the potential future of the brand.  It is also the first time the sporty roadster concept will be shown in the U.S.

“The MINI Superleggera Vision creates a unique emotional beauty in combining the past and future of the automotive industry – traditional coachwork craftsmanship and modern design styling,” said Anders Warming, Head of MINI Design. “It’s energetic, minimalistic design perpetuates what the classic Mini started 55 years ago - reduction to the essentials.”

More with your MINI.

Also at the Los Angeles International Auto Show, MINI management will be presented with two Residual Value Awards for the MINI Hardtop and the MINI Countryman models by ALG, the analytics division of TrueCar, Inc. and the industry benchmark for projecting future vehicle values and depreciation data. The annual ALG Residual Value Awards honor the vehicles and brands that are predicted to retain the highest percentage of their original price after a conventional three-year period.

MINI will also use the event to showcase the brand’s newest integration with Spotify, one of the world’s most popular streaming music services.  Spotify will now be available in all MINI vehicles that feature the MINI Connected infotainment platform.