By on June 10, 2010

MINI’s new six-model lineup gets an early preview, as the Cooper, Convertible, Clubman, Countryman, Coupe and Roadster meet up outside MINI’s plant in Oxford, England. The Countryman SUV won’t arrive in the states until February 2011, with the Coupe and Roadster following by six and 12 months respectively.

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41 Comments on “What’s Wrong With This Picture: MINI’s Growing Family Edition...”


  • avatar
    The Walking Eye

    I’ll take a roadster in black and yellow, thank you. Or maybe the convertible, assuming I don’t have kids to tote around.

  • avatar
    Stingray

    I dig the coupe. And must show this to my wife. She loves the MINI

    • 0 avatar
      SVX pearlie

      Same. The Coupe is very cute.

      But I wonder what it weighs in sport form, and whether it’ll have standard, driver-centric gauges…

      If the Coupe and Roadster have those stupid center gauges, not interested at all.

    • 0 avatar
      horseflesh

      @SVX:
      There is a digital speedometer in front of the driver where it should be. The tach is there too. The huge Flavor Flav speedometer is an ugly gimmick but the driver doesn’t need to use it. Unfortunately the idiot lights are all there too though.

  • avatar
    Russycle

    Love the roadster. The coupe looks like a Mini mated with an Isuzu Impulse. I’m not sure there’s enough demand to support so many variations. But if gas prices spike again, Mini hits the jackpot.

  • avatar
    bryanska

    So many models… enough sales to go around to cover all that development cost?

    • 0 avatar
      th009

      Same platform, same mechanicals, (almost) same interior, so the development costs are not high, and they will be able to build them on the same assembly line.

      Still, there really isn’t much differentiation.

    • 0 avatar
      colin42

      The Countryman is a different platform and is made by Magna in Austria

      http://www.insideline.com/mini/countryman/mini-countryman-2010-geneva-auto-show.html

  • avatar
    carguy

    I can see what you lose by going from a Cooper to the Coupe but what exactly do you gain? The retro good looks of the cooper get traded for the coupe’s questionable derivative styling and it also loses any and all practicality that made the Cooper easy to live with.

  • avatar
    Sinistermisterman

    Alec Issigonis is turning in his grave…

  • avatar
    ehsteve

    Mini roadster? Finally some competition for the Mazda Miata! Oh wait, it’s fwd and will probably cost more. I suppose it would be great for former Del Sol owners…

  • avatar
    PeriSoft

    Mini Couper?

  • avatar
    peteinsonj

    Bet this has more than a little to do with BMW being more than a little scared about not being able to make the MPG requirements in the US and other key markets.

    The existence of BMW as a brand depends on the success of the Mini…

  • avatar
    dwford

    Nothing is wrong with that picture.

  • avatar
    ott

    That white convertible is HOT! Love the white interior as well.

  • avatar
    crayon

    I don’t see anything wrong with this picture. I do see several vehicles I’d very much like to own, especially the Clubman. Not the prettiest, but it’ll carry me and the kids as well as being more interesting than the usual suspects.

  • avatar

    The only thing I am concerned with is if these new models woun’t undermine the sales of the older models, as buyers may substitute Clubman for Countryman or Roadster for Cabrio. It would be very painful to loose these classic versions due to the new line of models. Anyways, Roadster looks great!

  • avatar
    L'avventura

    Personally, I find it to be a good business model. One platform, minimal tooling differences, six different high-margin models.

    It also allows BMW to expand of Mini’s brand appeal that tends to fade as the original novelty fades. The New Beetle saw a dramatic drop-off of sales for that very reason, new models, new types, allows Mini to stay fresh without deviating too far from the original design.

  • avatar
    PanzerJaeger

    Absolutely nothing! They did a great job with all of the variants.

  • avatar
    bryanska

    It’s a risky business model and I wouldn’t be surprised if it was conceived during boom times. The model differentiation doesn’t happen late in the line – these are unibodies right? Six different stampings. But my main concern: if you only had money for one, which would it be? I bet some of these sell well, and others drag on profits. For those of you who know what “sales mix” means in an accounting sense, the contribution margin on these has to net in a mess of margin dilution.

    In essence, if you’re marketing a MINI coupe, suddenly yur firm is not just competig against hot hatches. Now you are up against other tough players, with platforms much better suited to the task. Now the expense of building a slow selling halo coupe is dragging down profits. Each coupe sold dilutes the operating margin.

    This is badge engineerig. Do we really think the world is clamoring for more MINI? What was the original sorely lacking, that addition of a coupe satisifes?

  • avatar
    ExPatBrit

    Next building to my office has an original mini pickup from the 60s. Actually gets used it as a pickup too.

    I would like a new generation one of those, although I probably would be the only buyer.

    Maybe I should try to find a wrecked countryman and attack it with a welding torch.

    • 0 avatar
      colin42

      There was one on craigslist that i saw last week (Chicago?). It looked like a soft top with a custom hard top – very similar to the red bull version I saw in the UK (although without the giant drink can on top)

  • avatar
    Buckshot

    Hmm, decisions.
    I can´t decide.
    Maybe a garage with just Minis?
    I´ll take a Clubman, a Roadster and a Coupe.

  • avatar

    With BMW making MINI dealers invest in standalone facilities, I’m sure this will be welcomed by the dealers. It gives them something approaching a full line. Sure, we can criticize it as brand dilution (you should see how big a regular MINI is compared to an original Mini, let alone the Countryman) but it’s an economic necessity.

  • avatar
    Amendment X

    Such a well-managed brand. Just need some more front end variation, that’s all.

  • avatar
    threeer

    ok…the new roadster makes me wish I was single without a family…very nicely done. Sure, it’s derivative of the convertible, but I like it.

  • avatar
    joeveto3

    I guess I’m not the target market, and perhaps one of the few dissenters. When it comes to car models/brands, especially those that are iconic, I like purity. I prefer my Minis as they’ve always been, just as I would not advocate creating a pick-up version of the Miata, or a Dodge Grand Caravan convertible.

    • 0 avatar
      mcs

      There were a lot of variations of the original Mini. In addition to the 1964 crossover Mini Moke, there were other variations including a pickup. I would argue that by creating variations, BMW is staying truer to the brand than if they were to keep producing a single model.

    • 0 avatar
      colin42

      convertible minivan – that reminds me – When is Top Gear back?

  • avatar
    gsnfan

    I like them. The Coupe and Roadster look a little fatter than Cooper and Clubman but still, not a bad lineup.

  • avatar
    blowfish

    I knew a Mini owner, she got fleeced, reason is the CVT transmission cannot be fixed, need to buy a new one from Mini and cost arm & a leg thats all, she had to sell hers real cheap!

  • avatar
    kadett72

    I see a few NPVs. BMW is mastering that segment!

    NPV = NoPurposeVehicle

  • avatar
    DC Bruce

    Well, at least the coupe and the roadster acknowledge the truth of the original and, especially, the convertible: the rear seats in those cars are suitable for pre-teen sized people only.

    I think this exceeds the limits of reasonable product differentiation. The Clubman acknowledges and fixes the problem of the original: it has a real back seat. The convertible . . . well, it’s a convertible; that’s all that needs to be said.

    But the rest of these seem to have very little marginal utility over the original 3 models and I question whether they will increase the sales of the brand enough to justify the added cost of developing and building them.

    I guess this is a dealer thing: dealers want to have a “full line” of cars to sell. That’s why Lincoln dealers have Mercurys, right? ;-)

  • avatar
    GrandCharles

    Now the are producing a suv mini…why can’t they produce a real mini that would respect it’s origin? I’m talking about an affordable cute econobox? Give us a real mini! Basic and cheap to buy like the real mini. I never understood the way they marketed the beetle and the mini to sell at the price only yuppies could buy…Why do they leave the market to the Fit, Yaris and Versa?

  • avatar
    panzerfaust

    I guess Americans aren’t the only ones who think ‘if a lot is good, too much will be even better.” This is a picture of a company that is desperately trying to wring as much profit out of the Mini popularity as possible, which if successful will inevitably dilute its appeal because it is quirky and unique.

    The clubman is ugly, the countryman is uglier and the SUV version is ridiculous.

  • avatar
    Mark out West

    I’m astonished the market for metrosexual men drivers is that big.

  • avatar
    shaker

    If you care the least bit about people’s views on your masculinity, no MINI (or Miata) for you.

    If I were 5-foot-5, damn people’s opinions, that coupe looks sharp.


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