Mini’s six decades of reinvention
Regardless of era, all Minis retain a nimble agility sought by driving enthusiasts
3.8 million MINI vehicles have been delivered to customers.
In the quest to continue the MINI brand’s unique success story, the BMW Group realigned MINI’s product and brand strategy in 2015 which included a refined model line-up, a new corporate identity and marketing strategy that will open the brand to new ideas and new business areas.
This was all introduced with the launch of the second generation MINI Clubman. With five model variants now on offer and with stronger characters – the 3-door Hatch, 5-door Hatch, Convertible, Clubman and the recently introduced second generation Countryman and John Cooper Works Clubman – the MINI brand is geared towards reinventing itself in the premium compact car segment.
“Since its creation in 1959, the MINI brand has always stood for ideas, inspiration and passion. BMW Group South Africa has continued the unique MINI success story for the past fifteen years and we remain committed to turning more South Africans into passionate MINI fans,” says Lou-Anne Fitzsimons, Sales and Marketing Director at BMW Group South Africa.
In June, MINI South Africa will introduce the new high-performance John Cooper Works Countryman. It’s the most spacious and most versatile model in the line up and features the most powerful engine yet to be fitted in a MINI. With an output of 170 kW from the 2-litre petrol turbo, in combination with the standard all-wheel drive system (ALL4) and a robust vehicle concept, it takes the MINI experience to a whole new level – in terms of both race track feeling on the road and driving fun over various terrains.
The MINI John Cooper Works will be followed by the introduction of a diesel variant of the MINI Countryman in the third quarter – this will be the first time MINI offers a diesel derivative in South Africa.