Mini range to be cut back to five models
BMW has announced that it’s to cut the Mini range down to size in order to focus on five key ‘Superhero’ models.
BMW officials confirm that the third generation of MINI‘s model range will be smaller, with five ‘super hero’ vehicles leading the line-up
Mini brand’s chief, Peter Schwarzenbauer, said yesterday that the decision was to ensure each new Mini really stands with its own personality and capabilities “Like a superhero.”
When BMW resurrected the Mini in 2001 it did so with a single model available in three levels of trim and performance.
However, over the past 13 years the range has slowly swollen and there are currently eight different Minis available plus limited edition models.
But rather than diluting the brand, the expansion has worked — Mini is enjoying record sales — and has led to some imitation, most notably from Fiat with its equally retro-styled 500 being stretched into a range including a five-door model, a people carrier and a crossover miniature SUV.
Slimming down the range will also give Mini the space to add new levels of customer care and individual service. Bringing a premium touch to the mass market car buying experience is a growing trend.
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Schwarzenbauer said that Mini intends to open up access to its cars and its dealers on a 24-hours-a-day, seven-days-a-week basis and to put a greater focus on transparency, informing its clients on how cars are made, how the materials are sourced and sustainability.