Jul
20
Extending The Love Too Far
Mini is readying the launch of its new wagon, the Clubman, but more recent news from BMW reveals a Mini SUV is also in the works (artist’s rendering pictured).
Mini’s huge success in North America has been based on its unique personality - an impish rebel in a world of bland sedans and lumbering SUVs. Celebrating its smallness has been integral to its brand - launch advertising even poked fun squarely at SUVs. 
So surely someone at Mini can see that an SUV is an inherent contradiction to the brand’s core values - pandering to the desires of American drivers - rather than following its own road as it has always done.
Or maybe it’s such an unexpected twist, that it fits perfectly with a brand that has always zigged? What do you think?
July 20th, 2007 at 11:47 am
I have to say that I am a bit disappointed in Mini for going down the SUV road. This is not meant to be a bash on SUVs (admittedly, I own one), but I just feel like it is a major “brand essence” violation. Beyond just small, in my eyes, Mini stands for unexpected wit, chic/savvy, and playfulness. With Mini in the commonplace SUV world, I can’t help but start to grow cynical of the brand’s uniqueness and eccentricity. I guess I’ll just have to wait and see if they surprise me once again…
July 20th, 2007 at 12:09 pm
I totally agree, not to mention the increased interest in mini with soaring gas prices and gas milage at the top of consumer’s minds in their next purchase. I think Mini is perfectly placed to be at the counter-culture leading edge of the small car revolution (I mean, they are selling smart cars in this country now for the love of Pete.) The last thing they need to do is become in any way like everybody else…bad call
July 23rd, 2007 at 1:46 pm
This is bad news for mini. Undoubtedly, they will do a great job of engineering the SUV and it will probably look fantastic. But in the long run, it’s going to make it more difficult to be competitive because of the brand essence violation. Brands that try to do it all do nothing well (unless, of course, you’re the one and only Wal-Mart). See: Chrysler and Daimler merger for more information.