What's Wrong With This Picture: Brand Management Edition

Edward Niedermeyer
by Edward Niedermeyer

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.





Edward Niedermeyer
Edward Niedermeyer

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  • 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.

  • Mike Some Evs are hitting their 3 year lease residual values in 6 months.
  • Tassos Jong-iL I am just here for the beer! (did I say it right?)
  • El scotto Tim, to be tactful I think a great many of us would like a transcript of TTAC's podcast. 90 minutes is just too long for most of us to listen. -evil El Scotto kicking in- The blog at best provides amusement, 90 minutes is just too much. Way too much.
  • TooManyCars VoGhost; I was referring more to the Canadian context, but the same graft is occurring in the US of A and Europe. Political affiliation appears to be irrelevant.
  • The Oracle Going to see a lot of corporations migrating out of Delaware as the state of incorporation. Musk sets trends, he doesn’t follow them.
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