Thursday 19th January 2012

Mini to be a 10-model company by 2020

Mini to add three new model lines by the end of the decade

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Mini boss Dr Kay Segler has said that the brand will introduce an extra three new model lines by 2020.

There's no detail as yet on the specifics of these, but Segler has revealed that they will use the new front-wheel-drive BMW Group platform that will make its debut with the next generation of Mini hatch in 2014.

We presume, also, that at least one of these cars will be something similar to last year's Mini Rocketman concept (a car we couldn't mention without linking to this William Shatner video).

So what with the hatchback, convertible, coupe, roadster, Clubfoot (sorry, Clubman), Countryman, Countryman coupe (Paceman, due in 2013) and the three new cars, Mini buyers will have quite a range of options. But is it stretching the brand to breaking point? Or a genius spot of marketing spin? You decide...

[TommyBuoy]

2010...D'oh

Marketing - building a normal sized car wiht the Mini badge. But it isn't stretching the brand - the SUV did that - they may as well just get on with it now.

Edited by TommyBuoy on Thursday 19th January 15:47

[bigrich4]

TommyBuoy said:

2010...D'oh

they could do a 'Back To The Future' Special Edition.....

[jgt1972]

10 model company, 2 years ago? Impressive!

[lazystudent]

Does this also mean Mini is going to have a 20 product line too?

[Riggers]

jgt1972 said:

10 model company, 2 years ago? Impressive!

Damn and blast this infernal time machine (etc). Fixed

[anonymous-user]

I wish they'd change the name from Mini or make a new spin off company.
Call it a BMW something.

I do like the Countryman though.
Even if it is a giant.

[Justayellowbadge]

ZesPak said:

Oh dear, am I the only one who thinks this is getting way out of hand?
More choice is good, but those things look ghastly, and the clubthing and countrything?

[DanDC5]

Oh yay. More odd looking pointless cars for a market that doesn't really exist.

[SmartVenom]

TommyBuoy said:

Marketing - building a normal sized car wiht the Mini badge. But it isn't stretching the brand - the SUV did that - they may as well just get on with it now.

Agree, the brand has long since been stretched. I guess in someways thats not actually a bad thing, some of the new minis look quite nice/deliver what buyers want and they will never ever build a true mini sized car again so we all need to re-learn what we think the word mini means!

[J4CKO]

Its like reality tv, hit on a formula that draws the punters in and then flog it to death, I do think 10 models would be overstretching the brand, really it used to be a model name, now its a brand, sorry but the Countryman thing is a Pig Ugly dollop, have only really, myself come to terms with the normal BMW Mini versus the original, I even quite like it, but enough, no more ungainly monstrosities.

[Strawman]

DanDC5 said:

Oh yay. More odd looking pointless cars for a market that doesn't really exist.

I guess you aren't the target market, and I'm not either, but MINI has been a great success, a bit like BMW before them.

[Twincam16]

The Rocketman makes sense, simply because for Mini not to have a presence in the sector with which the marque is most readily associated is just daft. Hopefully it'll out-IQ the IQ.

However, the Paceman - oh dear.

And what's with the names? They all sound like rubbish superheroes.

[mattyc69]

Riggers you really need to read your posts before clicking the button mate. I think every article on here by you in the past week has had a mistake.

[Grahamd180]

A mini pickup would be nice!!!!

[DanDC5]

Strawman said:

I guess you aren't the target market, and I'm not either, but MINI has been a great success, a bit like BMW before them.

It strikes me that people don't buy a MINI, regardless of the model, for an actual reason, more a case of buying one as a fashion accessory - 'A new MINI is out, we must buy one now!'

[TommyBuoy]

Strawman said:

DanDC5 said:

Oh yay. More odd looking pointless cars for a market that doesn't really exist.

I guess you aren't the target market, and I'm not either, but MINI has been a great success, a bit like BMW before them.

Yep, they defiantely sell a load of cars when the market doesn't exist

You can't knock them for what they've done, but if you remember Minis as they were I can see you having an emotional reaction - they were and still are an icon...but I wasn't around when they were a hit and for me; I'd rather have a new cooper S rather than an old original one

[Justayellowbadge]

DanDC5 said:

It strikes me that people don't buy a MINI, regardless of the model, for an actual reason, more a case of buying one as a fashion accessory - 'A new MINI is out, we must buy one now!'

I used to think that till I started spending miles in a Cooper S.

Bloody brilliant little car.

[LotusOmega375D]

Justayellowbadge said:

I used to think that till I started spending miles in a Cooper S.

Bloody brilliant little car.

Little? Must be a classic one then.

I wonder if there's room in the 10 model line up for a <1 tonne model?

[Crunchy Nutter]

Surely, SURELY people have got to get bored of Minis at some point. I mean they're thoroughly impractical, not especially good looking against the competition any more, far too expensive and just very 'meh' these days. I can't help thinking the bubble has to burst at some point, but maybe people really are thicker than I'm giving them credit for.

[Riggers]

mattyc69 said:

Riggers you really need to read your posts before clicking the button mate. I think every article on here by you in the past week has had a mistake.

Right you are, guv'nor. Maybe only half. ;-)