It had never seen such a requirement for small cars

Under the paving stones, the beach... Urban brand by excellence, Mini has presented a month ago at the Detroit show its new concept because, named "Beachcomber". Inspired by the Mini Moke, a version tent of Mini developed for the army in 1964, but quickly became a cult for surfers car, this version will be open to all winds, since its roof and its doors have been removed to be replaced by removable fabric. Able to roll on the sands of Copacabana in the Beachcomber, the subsidiary of BMW fans will gain in the coming months a version 4 4 four-door, called "Countryman". Measuring 4.10 metres, either as a Citroen C3 Picasso, this will be the largest Mini market.

Keep our customers.

Two other models in preparation have already been presented: Mini Coupe, strongly sloped windshield, and the roadster, with flexible and manual capote come stand behind security arches chrome. With the classic version, the cabriolet and break (Clubman), already available Mini could therefore propose to term 6 or 7 different bodies to its customers.

World crisis of the automobile, this desire for diversification may surprise. But it is explained. "We want above all keep our customers," said Christoph Andreas Hofmann, Director of communication of Mini Munich. When our faithful have children, they turn to another mark, because our current models are too small. We must broaden our range.

Already passed more than 1.5 million copies since its "rebirth" in 2001, the new Mini won last year's more drivers new 216.500. But sales fell by 6.8 over a year. The French subsidiary, for its part, conducted feat by beating the all-time record for sale with 17.284 commands. A very good performance when you know the high price of these cars of pocket (from 15.450 euros). "Our models have the same size as a wingo but they are two times more expensive, summarizes Emmanuel Bret, Mini France pattern." Therefore we do not sell more than best 100,000 per year worldwide. In France, our sales exceed those of Alfa Romeo, Volvo and Land Rover, yet offering five times more models than we.

From the outset, BMW was regarded as an entity full this subsidiary, which has its own offices in Munich, where brand managers are in charge of the engineering, design and marketing. "The Group would not make coup de pub using an existing platform to launch a new Mini alleged that is would be well sold for three years before collapse, says Emmanuel Bret." At a time where all the manufacturers sought to commercialize the world vehicle that would please everybody, Mini assumed its difference, including keeping its defects, such as his small trunk and its summary comfort.

Hundreds of options

Several elements Recalling the historic model have been preserved, such as his windshield almost perpendicular to the hood, flat roof or its large central counter. And, at the wheel, the driver always has the impression to drive a kart. BMW has also chosen to continue to manufacture its Mini in its historic Oxford plant to keep its image "so british". And a particular effort has been on the quality of the new models. "The parent resumed codes that she was taking for its luxury lines, recalled an engineer." It had never seen such a requirement for small cars.

Mini strategy is based on a customization consumerism. The "customization" has always been one of the strengths of this model - the anglophile could already paste a "Union Jack" on the roof of their car in the 1960s. The 25 designers working today for the brand were far more, by offering an impressive range of options ranging from the quality of leather seats with the reasons of the mirrors, through custom engraving of the threshold of the door. "It is one of the strengths of Mini, which goes far beyond its competitors to remain in the shot using the latest technologies and offering full of fun stuff, a German expert.". Each customer spends on average 3,000 euros in options.

And the list of options continues to lie. Soon, a laser will allow to broadcast on the central counter information in three dimensions. The Group engineers also much work on the acoustics of the vehicle. On a model-test, a sensor placed on the engine connected to a sound generator allows for example to change the noise from his car. By pressing a button, the driver may have the impression of being at the wheel of a racing car... Another option, called "Mission Control", already available on the limited series Camden, broadcasts more than 1,500 different messages. A violent Accelerator coup is followed with a voice shouting "whoua"...

Derived products

At the same time, the Group developed its own network of dealers to cut the cord that connected to its parent. Its all black "Mini Store" look like no other, and many more shelter accessories stores. T-shirts, caps but also belts, shoes, bags, watches and even... skis, the most british of German trademarks has developed a complete range of scratched Mini articles. "We see many people buying these products while they are not in one of our cars, note Emmanuel Bret. This shows that we have become a mythical mark in the same way as Apple.

To confirm its new status and to restart its sales on the rise, the subsidiary of BMW must however find a wider audience. Porsche reached no longer depend on his famous 911, by selling including its 4 4 Cayenne and its Panamera sedan. A Mini follow these tracks with the Countryman, and perhaps one day with his "toy of the Sands"...

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