MINI’S SUPERHEROES

Mini refers to the five models in its range today as ‘superheroes’. “It’s an internal title to say every car stands on its own four wheels as a hero in its segment,” says Brownridge. “As a consumer you can see the role of every car within the brand. A lot of people talk about the bigger car. Is it a Mini any more? Of course, Mini is a brand, a personality. For us it’s about delivering products with a high differentiation in terms of product substance, and also in the way that they drive.”