The BMW Group is realigning the Mini brand’s product and brand strategy, concentrating on five core models.
At the world premier of the new MINI Clubman in Berlin, Peter Schwarzenbauer, member of the Board of Management of BMW AG, responsible for MINI, Rolls-Royce, BMW Motorrad and After Sales, explained how he planned to develop the brand.
“Since its creation in 1959, the MINI brand has always stood for ideas, inspiration and passion. That will not change," he said.
"The new MINI Clubman is the symbol of our refined brand philosophy: We will concentrate in future on five core models with strong characters."
He said the company would develop the brand's visual identity, and would be expanding its offering into the premium compact class, which would attract new customers and MINI fans.