‘THE SP|R|T |S 100 PER CENT M|N|’
Stefanie Wurst has been head of the Mini brand for a year. A long-term advocate of sustainability, the new global CEO previously ran Mini in the Netherlands after joining BMW in 2014.
Given your cooperation with GWM, how much pure Mini is there in the new Minis?
‘Great Wall is going to share the production volume – a combined 160,000 units – with Mini, and our Chinese partner is instrumental in keeping costs at bay. But the vehicles as such, no matter where they will be built, are real and true Mini from concept to execution. The spirit is 100 per cent Mini, too.’
Between 1969 and 2004, Mini was a small car, period. The new Mini line-up will include a 4.5-metre 2.5 tonner. How does such a big and heavy product comply with the values the brand stands for?
‘The weight is defined by the content, in this case the batteries. The footprint must be justified by a well above average space utilisation. | can assure you that the new Countryman fully complies.’
300,000 units spread over three plants on two continents looks like a complex production network… ‘For a start, we are hopefully not going to hover around 300,000 units much longer. And in addition to the UK, Germany and China, don’t forget our friends at VDL Nedcar, which could be a reliable source for future few-os or small-scale runs.’
|n which segments do you see room for growth?
‘The scope spans from small to large and from low-roof to high-roof. Within this matrix, we can move in almost any direction from quite short to quite spacious. We’re not going to do a three-box saloon because that’s not Mini.
As far as crossovers go, however, almost anything is possible. While a city car would be nice to have, the business case that comes with it is still an issue. Whatever we do, it must be true to the brand – clever, cool, innovative, stylish, modern and highly functional. | don’t see the need for Mini to plug every gap in the market. |n terms of size, there is a natural limit: if it’s too big, it better be a BMW.’
Minis are almost by definition highly emotional. Which screw do you turn to make your products even more desirable? ‘Customers will be able to personalise their purchase to a much greater degree. Here, we distinguish between car-related individualisation – think colour and trim or bespoke specifications – and userrelated customising; think, broadly speaking, mobility as a service. The latter theme presents a blankcanvas opportunity we are going to address via car key, smartphone and app in a surprise-and-delight fashion. Watch this space...’
What role does the JCW sub-brand play in the future?
‘We are going to roll out JCW in our combustion-engined and EV oerings in a broader fashion and to a higher level – more performance, over-the-air enhancements, special dynamic treats, limited-edition packages, you name it.’
What exactly does Mini stand for? ‘We’re the “| can – anything is possible” brand. The Mini is its user’s best friend. |t is expressive, intuitive to operate, and in terms of social acceptance always one step ahead of the game. Our products are true to their DNA, defined by the totally unmistakable design, the pace-setting MM| and the unique driving experience.
‘The Mini roadmap describes digital, emission-free and aordable individual mobility with a twist.’