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The values for fuel consumption, CO2 emissions and energy consumption shown were determined in a standardised test cycle according to the European Regulation (EC) 715/2007 in the version currently applicable. The figures refer to a vehicle with basic configuration in Germany and the range shown considers transmission (automatic or manual) and the different wheels and tyres available on the selected model and may vary during the configuration.
We know the brand’s on fire, but we don’t want to just saturate the market,” she said. “We need to make sure we manage that very fine line around scarcity,” by placing special editions like the Gold Rush in select retailers for very limited time periods, she said.And that has huge commercial potential for so many adult consumer brands looking to expand their market. The original in the premium segment of small cars has reached its 60th birthday – but it is even younger than ever. It was sixty years ago, to be precise on 26 August 1959, that British Motor Corporation proudly revealed the result of their development activities in creating a new, revolutionary compact car. Despite the strength of its brand, Mini is a relatively small company in sales terms. Schwarzenbauer announced last month that Miniis having its best ever year, selling more than 160,000 units inthe first half of 2015, yet this performance pales in comparisonto some of the world’s biggest car brands. Last year, Mini vehicle sales accounted for 14.3% of BMW Group’s total volume. This will provide the somewhat unusual spectacle of a piecemeal brand relaunch that reveals itself over time as each of the five models receives their new identity – a conscious decision by Mini as it looks to make consumers more aware of its different product lines. The new Clubman, for example, is Mini’s largest ever car, measuring 4.3 metres in length. With about 100 litres more boot space than its predecessor, the car aims to attract more families to the brand and marks Mini’s first move from the small car market into the compact segment occupied by the likes of the Ford Fiesta. The Clubman’s focus on functionality and elegant design is reflected in the simple, cerebral imagery of the upcoming ad campaign.
Lots of space inside with minimum dimensions outside, seats for four passengers, impeccable driving characteristics, superior fuel economy, and a very affordable price – precisely this was the brief the creator of the Mini, automotive engineer and designer Alec Issigonis, received from BMC’s Top Management. The zeitgeist in 2001 was that we had just entered a new millennium and people were jumping into that with a lot of energy,” remembers Schwarzenbauer. “People were very willing to question conventions and the new Mini really hit right at the heart of that.” Mini plans to create separate identities for its five “superhero” models including colour schemes and aesthetic concepts Since the German manufacturer relaunched the quintessentially British car brand in 2001, sales have gone from strength to strength, rising 12-fold to reach more than 302,000 units last year. Yet Peter Schwarzenbauer, the BMW board director with responsibility for the car brand, declares that despite this success, Mini will have to embark on a new direction if it is to continue to thrive. Lengning insists that despite this downbeat approach, Mini has not lost its gregarious, edgy character. This is due to reappear in some of the advertising for its other models as it rolls out in the coming years, he says. For example, the John Cooper Works – Mini’s sporty performance vehicle that accounts for around 5% of sales – would appear to lend itself to a more ebullient tone of advertising. Zuru’s twist on the food miniatures idea was to make exact replicas of the supermarket brands, down to the nutritional information and the bar codes.
The Mini heritage
The Mini Brands craze has taken TikTok by storm, with over 5b videos showcasing creative unboxing, trading and customisation of the collectible toys. Toy industry experts Silver and Zahn both expect the Mini Brands popularity to continue through this year and beyond.
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