What's Wrong With This Picture: Brand Management Edition

Edward Niedermeyer
by Edward Niedermeyer
what s wrong with this picture brand management edition

Typically, when a focused, well-branded company like BMW buys storied brands and then tries to combine them, the results are less than ideal for all involved. Thus far, BMW had actually been doing a fantastic job with its MINI and Rolls-Royce franchises, expanding into new niches while revitalizing potent brands with high-quality products. But putting the two together? It’s not clear how many buyers will line up for this Rolls-fettled MINI Goodwood (price estimated as high as £50,000), but at least the thing has good historical precedent in the Peter Sellers Mini-Rolls. And compared to some of the modern attempts to create premium city cars (hello Aston Cygnet), that makes this über-priced MINI-mashup something more than a mere cynical play for profits and C02 emission average reductions. In fact, it’s something of a tribute to BMW’s stewardship of two brands that could well have been botched over the past decade or so. Hit the jump for details on the Mini Goodwood’s posh appointments.

According to Autocar, the 1,000 units of limited edition Rolls-prepped MINIs will feature

a bespoke cabin whose spec was overseen by Rolls-Royce interior designer Alan Sheppard. It features elements synonymous with the Sussex-based luxury brand, including walnut burr veneers on the instrument panel and door pulls, Corn Silk beige leather on the fascia, centre console, seats, door sides and pillar trim, and deep lambswool fleece carpets.

Even the roof lining, sun visors and boot compartment cover are coated in a Rolls-Royce-spec cashmere blend. Rolls’ own typeface features on the speedometer and revcounter, and there’s a piano black finish on the steering wheel-mounted controls and centre console switches.

The car’s exterior mixes Cooper S parts — specifically, the front and rear bumpers — with the non-vented bonnet of the Cooper D. The standard colour will be metallic Diamond Black, which was developed, again, by Rolls-Royce Design — but Mini’s own Reef Blue metallic will be offered as an option.

Underneath there’s a standard Cooper S turbo petrol powertrain, producing 181bhp and 177lb ft (192lb ft on overboost). That’s enough for the Goodwood edition to hit 62mph in 7.0sec. The transmission is a six-speed manual, but a six-speed automatic will be a cost option.

Standard kit in the Mini Roller will include xenon headlights, Harman Kardon speakers, automatic climate control and parking sensors.

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2 of 38 comments
  • Mcs Mcs on Apr 14, 2011

    This car may be more about helping to market lower end MINIs than anything else. I see it as a subtle way of letting potential MINI buyers know that Rolls is a sibling of MINI and tying the two brands together. The goal may not be to actually sell a lot of these vehicles, but to use it to elevate the MINI brand and sell more of the lower end models.

  • Junebug Junebug on Apr 14, 2011

    I kinda like MINI's and having detailed one about a year ago, found myself having fun driving it around from the wash area to the garage for polishing. It was actually a bit of a challange with the curves and all. The owner was pretty happy with the car untill he tried to change the oil himself - found out it was friggin next to imposible without special tools. And the dealer wanted 135 bucks for oil/filter and "standard service" yeah right..... If it was easy to work on and mod, then it would open up a whole new market, plus, cut the costs for crying out loud and you could make up the profit with more sales.

  • Inside Looking Out This is actually the answer to the question I asked not that long ago.
  • Inside Looking Out Regarding "narrow windows" - the trend is that windows will eventually be replaced by big OLED screens displaying some exotic place or may even other planet.
  • Robert I have had 4th gen 1996 model for many years and enjoy driving as much now as when I first purchased it - has 190 hp variant with just the right amount of power for most all driving situations!
  • ToolGuy Meanwhile in Germany...
  • Donald More stuff to break god I love having a nanny in my truck... find a good tuner and you can remove most of the stupid stuff they add like this and auto park when the doors open stupid stuff like that