In a world full of much larger SUV's owning the automotive market, does MINI have a lasting future? And if so, what does it look like? We now have that answer, as MINI has reviled their plan for the foreseeable future.
Still Mini
In a recent press release, Bernd Körber, Head of MINI, announced plans to increase their focus on electrification. With more and more companies pledging electric vehicles - especially with GM releasing their new electric lineup - it is no surprise that MINI is following suit and pledging full "electromobility" for its customers.
MINI going electric is not at odds with the brand. Known for being fun to drive while efficient, the joy of instantaneous torque from an electric motor can certainly capitalize on that aesthetic. However, MINI is sort of backed into a corner, and that is because the company is forever married to the character of their name, being mini. Trying to retain customers who reach the life-stage for a big family-friendly 3-row SUV is not a viable option.
This poses a significant problem for the brand, because for an electric vehicle to have a long range, the car itself needs to be rather big in order to fit a larger battery pack. Körber, however, reassured the public that their focus is on retaining the heritage of the MINI brand, just with the improvements of electromobility.
Along with electromobility, MINI is taking a much bigger step into the Chinese market, as their sales in China have recently grown to roughly 10 percent of MINI's global sales. This larger Chinese footprint entails MINI developing a new strictly battery-electric vehicle architecture to be manufactured in China in cooperation with the native automaker Great Wall Motor.
Power Of Choice
Unlike brands like General Motors that have declared an all-electrified future, MINI has stated its plans to continue developing both gasoline and diesel engines as well as electric drivetrains. This is a very smart move on MINI's part, as they are taking all customer's needs into consideration, instead of trying to force acceptance of an EV. With many companies pushing alternative fuels and battery-electric vehicles as the future of transportation, MINI has realized that although that even with an eye on the future, you still need to take care of the present.
Source: MINI USA