If YOU Were In Charge Of Mini, What Would Be Your Long Term Plan?

None of these cars are selling particularly well. THe Fiat had never really taken off either.

THe problem with the MINI is that it is too expensive for its size - there are plenty of other options for less money. In Europe - at least the Mini had a reputation to live off of - not here. However - if it does sell in Europe - there is little added expense to selling it here so they may as well determine at what point it is no longer worth the effort.

The stand-alone dealer mode was DUMB. Mini should have been co-branded with BMW because it would give BMW dealers a product that they do not have.

When your entire lineup is basically all small cars, there's not much you can do.

The Countryman is the largest vehicle in the lineup which is still relatively small. Isn't based on the BMW 1/2-series platform?

Consider changes to the vehicle exteriors to play-up a more aggressive style. Consider some special widebody-type trims with wider fenders & tire/wheel packages and options.

Consider making a larger flagship model - maybe the size of the BMW X3 (max).

If BMW wants to grow the brand in the US - they should study what Subaru has done over the past 10 years.

Also, they should not make 90% of their lineup "Pontiac Aztec Ugly" (only remotely attractive vehicle is the Mini Cooper).

What does Mini stand for? Small - yes! Worst stereotypes of British cars = unreliable and hard to use - yes! Expensive for what it is - yes!

Mini's only hope for survival is to emulate what Subaru has done.

Their 2 doors lineup is fine, a hardtop and a convertible. Glad they dropped the Paceman. Their 4 doors is confusing, you have a regular 4 door, a countryman, and a clubman. All kinda same thing...

A MAXI?

A smaller MINI Bronco/Wrangler competitor with REAL off-road chops.

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That is an idea there for sure.

Mini aficionados tend cluster around being unique. My experience is they pay for the brand because it is fun to drive and the comradeship. (no one buys it for being inexpensive or reliable) Yes they complain about the costs but the dealer experience level is pretty high. This softens the blow and encourages loyalty.

Going larger is counter to the brand philosophy, but you can still carve out a niche as a performance EV brand. Mini really needs to transform from a brand to a lifestyle (they have the history). The age demographic is wide and the lifestyle approach might give them the appeal market successfully to different segments.

Play to your strength, so yes a mini off-roader with capabilities to give it cred, but small enough to be a Mini. Also build the superleggera as both electric only and a hot rod gas version. Drop the Mini Cooper 4 door and have the Clubman be the 4 door of the family. Build an even smaller two door...they had a concept a while back for one. Develop a line of scooters to scoot in under the BMW motorcycles.

that would be quite interesting.

Divide the brand into three major groups, SPORT/COMFORT/UTILITY with each having a range of three progressively larger models, small/medium/large and each with its own unique styling. The SPORT line would be dedicated to hard core enthusiasts, light weight with 300hp or more drawing on Mini's past rally victories against bigger more powerful cars. The COMFORT line would spare no expense on ride quality with a premium interior only found in higher end brands and drawing on 1950's English interiors from Bentley, Aston etc. Utility would be bare bones functional vehicles like Jeeps/Defenders offering significant utility at a reasonable price. While each group might share some historical Mini style features from the past each group would be distinctive and easily recognized from each other. Mini should be bold in its approach and let the uniqueness and essence of each group pull the customers in rather than try to chase the mass market with a cookie cutter approach.

My long-term plan would be to be folded into BMW dealers, ditch the stand alone dealer model, and reduce the proliferation of Mini models.

I sure liked the first one, which my wife had. Watched it blimp up until it lost all appeal.

As long as gasoline is relatively cheap small cars like Mini and Fiat will continue to struggle in America. Maybe they need to go in a slightly different direction. The EV Mini is slated to come out in 2021. Perhaps they should focus all the models for electrification and strive for a 300 mile range with 80% recharge in 20 to 30 minutes.

The Mini 'cuteness factor' has been exhausted and has expired.

Their demographic presents real problems for them. Middle-aged women make up a large portion of the Mini demographic. That demographic is also big in the crossover market. The questions are: (1) how do you market a Mini Cooper to a woman who is considering a crossover and (2) can Mini do a crossover that sells well that maintains brand values?

Mini's biggest problem is fighting off being solely a niche player by having mainstream products that are true to being a Mini.

The irony of the Mini, is that the icon was not posh or premium and was very much a basic people's car.

I had a Mini 2 seater JCW coupe 6-spd. While the styling was polarizing I liked it as it was quirky. But driving with a Renntech tune was simply a blast. Tiny little go-cart cut and thrust city driving. Tons of silly fun.