Category Archives: MINI

Today and Tomorrow: Mini’s Future Is Passionate Owners and a Strong Racing Heritage

Mini Electric Concept
Mini Electric Concept – photo from Mini PR

Mini, the brand that has been an icon of everything that is quintessentially and vibrantly British and youthful, is poised to celebrate 60 in 2019. And doing so by being plugged in to their passionate customers who love driving and winning races.

Mini quickly became the car of choice for rock stars, film personalities as well as royals an common folk alike when it was first introduced in 1959. The little cars caught they eye of racing legend John Cooper whose name has become synonymous with the brand. Who then took the brand on to win many races in the 1960’s. Today not much has changed,

What Makes a Mini?

MINI Manager of Product Planning, Ishaan Khatri speaks to auto journalists in NYC in November of 2018, prior to the LA Auto Show.
MINI Manager of Product Planning, Ishaan Khatri speaks to auto journalists in NYC in November of 2018, prior to the LA Auto Show.

At a recent meeting of automotive journalists in New York City, MINI Manager of Product Planning, Ishaan Khatri shared the five essential elements of what makes a Mini.

Emotional: Mini is not a rational purchase, you buy a Mini for the fun of it.

Excitable: The mini makes people excited and has since it was first introduced as an answer to expensive fuel prices.

Fun to drive: Known for go kart-like handling, Khatri stated that the Countryman is no-doubt the best driving SUV on the market.

Personable: 70% of owners name their Mini and make them an important part of the family.

Customization: Even the banner on the outside of the UK factory says 1 in 800K. Mini has always offered customers a high level of customization for their cars.

Customer Loyalty

Mini Line upMini takes its owners and enthusiasts very seriously, involving them in events like Mini Takes The States, a two-week long driving adventure in the USA each year. This is a chance for members of the Mini Corporate Staff, parts of the racing team, and everyday owners of the vehicles get a chance to enjoy time driving the cars together, as well as getting feedback on new and experimental products.

Racing is Heritage

Luis Perocarpi, team owner of LAP Motorsport talks about winning races with stock Minis.
Luis Perocarpi, team owner of LAP Motorsport talks about winning races with stock Minis.

Mini has taken racing seriously since 1960 when John Cooper first raced one of their cars. Mini has both a Professional race team in the USA, LAP Motorsports as well as supporting owners of its cars  by sponsoring them to take it to the track at SCCA and other ametur events that often lead drivers into a full-time racing career. As Luis Perocarpi, team owner of LAP Motorsport found out after taking delivery right off the dealership floor of a couple of JCWorks cars his team would drive to win. He stated “Mini’s street cars are race cars.”

Perocarpi shared that the best kept secret in the automotive sector is how good the JCWorks factory cars are. That in the short preparation time his race shop had to prepare a couple of Mini’s to get out on the track, he found out they needed little tuning, just roll cages.  Though on their first race, how officials made them remove the stock Brembo brakes from their JCWorks Mini and replace them with brakes from a Mini SE, and they still won the race. Not unlike the middle 1960’s when John Cooper’s Motorsports Team’s Mini was disqualified for having double filament light bulbs.

What’s Next?

Mini made up a prototype of a classic powered by all electric
Mini made up a prototype of a classic powered by all electric. (photo by Mini PR)

Electrification, while the rest of the industry was busy looking at hybrids back in the late 2000’s, Mini in 2009 leased an exclusive Mini-E edition of 500 Mini-E cars to the USA and 40 to the UK. Using that experience, Mini’s owner group, BMW, took this real-world experience and developed the 2012 BMW 1-Series Active-e and the I3 as well as BMW’s I8 super car.

Andrew Cutler, Mini Public Relations Manager with Mini shared that the Mini Countryman PHEV and BMW’s I8 shared similar powertrain components, just inverted, Mini’s PHEV Countryman has the 3-cyl in the front and the

Andrew Cutler, Mini Public Relations Manager spoke of the heritage of Mini and the passion of the owners.
Andrew Cutler, Mini Public Relations Manager spoke of the heritage of Mini and the passion of the owners.

electric motors in the back, with the I8 has the ICE (internal combustion engine) in the back and electric motors in the front, both with AWD when needed.

Expect to see a third generation Mini SE EV, built on BMW’s electric architecture, in production and on sale in 2020.  And yes there already is a John Cooper Works GP Concept out there so expect to see the JCW Performance being powered by electricity as well.

 

 

Special Editions

 

Mini is about to release the JCWorks Black Knight Edition at the LA Auto Show in November 2018.
Mini is about to release the JCWorks Black Knight Edition at the LA Auto Show in November 2018. (photo from Mini PR)

Mini developed to be an urban brand does not take its heritage nor future technology for granted. You will find  that they will continue to build fun to drive vehicles after 60 years and plan to do so in the future. Plus Mini is still offering a manual transmission on their internal combustion powered products, a rarity in today’s automatic world.Mini has found special edition limited production vehicles to be part of its success. The latest, a Black Knight Edition, will be debuting at the 2018 LA Auto Show. A JCW 3-door hard top with- custom trim, handles and black color combination of which 150 examples will make it to the USA, arriving in first quarter 2019. An International Orange and Starlight Edition will join the Black Knight.

And they will never take their customers for granted, continuing with a successful enthusiast programs along with racecar driver training.

 

Words and Images (except where noted) by William West Hopper

 

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Milestone for the MINI Brand in the USA

Mini S, the fun little car.
Mini S, the fun little car.

It was 15 years ago this March (2002 to 2017) that MINI USA brought the iconic British pocket rocket to the United States as a modern car. Be it the memories of the iconic little car from the 1960’s, the images of them in great movies, or the fact that MINI is now a separate brand under BMW, this car has once again captured the hearts of Americans selling more than 725K of them since 2002.

Originally, a hardtop 2-door the MINI line has grown to include four unique models, MINI Convertible, MINI Clubman and MINI Countryman, as well as a fast racing John Cooper Works edition for the street, have become well known all across the country.  MINI’s premium performance, daring design, and fun-to-drive dynamics have been hallmarks that put the fun back into the daily commute.

Mini owners gather often for driving events
Mini owners often gather for driving events

When not living in the work-a-day world MINI owners celebrate their passion for the cars through their brand exclusive enthusiasts club. This fiercely loyal owner base celebrates regularly going out on weekend drives as well as extended driving adventures. Where ever there are good driving roads, you see Mini’s in packs enjoying the open road.

MINI was ranked #1 in Sales Satisfaction by J.D. Power & Associates 6 times. The brand was also recognized as one of the Top 100 Global Brands by Interbrand, and Strategic Vision named MINI as the Most Loved Mass-Market Brand in their 2016 survey.

Mini enthusiasts love doing things as a group.
Mini enthusiasts love doing things as a group.

MINI enthusiasts are strong supporters and as customers of the brand have created demand for these little cars. With that level of demand the MINI dealer network has grown from 66 dealers in 2002 to 127 dealers in 2017 across 39 states.

To mark this special anniversary, MINI USA created a brief video compilation celebrating 15 years and counting!

Words by William West Hopper
Images courtesy of MINI USA