MINI's Future Is Looking Bright, But Will The Brand Get Diluted?

BMWBlog reports:

Same fearless and knowledgeable BMW insider Scott27 gives us a glance into MINI’s future and how the brand will develop as we move forward. With the introduction of MINI Countryman and earlier, the “twins” Coupe and Roadster, MINI’s design move into a new direction, a dream project for designers as Soctt27 refers to.

Without any further ado, let’s have a look.

“With the launch cycle of the excellent new addition Countryman, attention moves towards the next MINI and BMW’s move to officially turn MINI into a brand.

The first examples, of course, are the Countryman and the forthcoming Coupe and Roadster. All three models will feature separate design details to distinguish the cars from the forthcoming 3rd generation MINI...

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thstone - 6/1/2010 8:55:27 PM

0 Boost

Brand dilution? Sounds more like brand suicide.

Whelan - 6/2/2010 8:58:07 AM

+2 Boost

This must be one of those Premier Brand articles I was told so much about, despite the fact that Mini makes cars that compete with smaller mainstream segments.

That aside, Mini is the least of the diluted brands with only 3 models (soon to be). The Cooper, Cooper Clubman, and the SUV thing coming. Hardly diluted. If you want to see that, look at big brother BMW. they are becoming the quintessential Saturation brand. 1, 3, 5, 6, 7, X1, X3, X5, X6, then you have xdrive models, M cars, etc. etc. Can't wait to see what else they decide to develop and throw to the masses. So much for exclusivity.

pcar4evr - 6/2/2010 11:08:29 AM

-1 Boost

If anyone from Mini cares, I'd suggest they focus on greatly improving the ride characteristics of their vehicles without sacrificing the handling and steering feel that the car is known for.

Whelan - 6/2/2010 12:51:21 PM

+3 Boost

Mini's are known for the low center good handling and hard suspensions. If you want a soft cushy small car that floats, go get a Lexus HS250