Lexus planning to enter the supermini sector! Is Mini Cooper in danger?

As the supermini sector is gaining its own substantial premium niche, Lexus is mulling entering the segment as its growth can no longer be ignored. A Lexus marketing specialist said that more premium marques have begun to build cars in this size.

He enumerated the Mini, the Alfa Romeo Mito, and the Audi A1. The Mito has been largely successful outside Italy, particularly in the tough German market. In fact, the Mini is currently under a lot of pressure. Noticeably, carmakers are moving to expand the premium niche by building more variants such as the forthcoming Mini Crossman SUV and Mini Coupe. The Lexus source said that the smallest premium sector is “probably the third or fourth most important segment.”
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synx - 9/11/2009 8:57:41 AM

+1 Boost

cool... thought that was obvious given the new concept car

MSP6 - 9/11/2009 9:00:22 AM

-7 Boost

Boringness-on-wheels. No, Mini is not in danger.

Steve - 9/11/2009 9:36:36 AM

-2 Boost

This car reminds me of Honda Civic hatchbacks from around the late 1980s. Not exciting, or statement-making (like the Smart). It appears to be just another small car. The MINI, on the other hand, is iconic (though overpriced for what it is). I perceive no threat from Lexus.

Anthony - 9/11/2009 3:13:51 PM

+5 Boost

They know that. This article is saying that Lexus is "mulling over" building an even smaller car in the Mini's class.

Come on guys, read.

JUGNU - 9/11/2009 10:17:17 AM

+1 Boost

A3, 1 series, B class, Volvo C30 looks more direct competitors.

btw that looks like new Lexus signature grille. Even HS got it, maybe only for Hybrids. Nice.

JUGNU

HSCenterconsole - 9/11/2009 11:57:45 AM

-1 Boost

That grill reminds me of vampire fangs.

Wimmer - 9/11/2009 12:26:58 PM

+1 Boost

The B-Class doesn't compete with the A3 and 1-Series since it is more of a small people mover than sports-biased vehicle. The Mercedes offering to the 1-Series and A3 is the CLC.

veyron1001 - 9/11/2009 1:15:10 PM

-3 Boost

Yes if that is what the production model looks like. No if they make it look like a 90s is250.

Whelan - 9/11/2009 3:27:15 PM

0 Boost

So Lexus has upgrade the Camry, Avalon, Highlander, 4 Runner, Sequoia, Prius and now they are putting a Toyota Matrix variant out there it seems.

I wonder if they are going to listen to consumers and give it some power to boot. A 2.4L 184hp engine for your performance model is completely mute when it is priced equivalent to a Civic Si, Mazdaspeed 3, Subaru WRX, Cobalt SS, etc. For 23-25k all those could be yours too.

lewishamiltonpimp - 9/12/2009 10:18:08 AM

+1 Boost

MINI doesn't need to worry. I don't think prospective Mini buyers do much cross shopping. They want a Mini for the 'heritage' (yeah...I know) and the Mini 'lifestyle'. It's why people buy iPods and not the Zune.

mini22 - 9/14/2009 10:38:46 PM

+1 Boost

I own a Cooper S. I would never consider a Lexus. I would consider the new C30R concept that is coming out. The difference is it's a Euro car,not a Jap car.I know Lexus makes a good product. They just leave me cold,however.