2021 Mini Range Lineup Explained
13With a clear focus on the services, drive technologies and vehicle segments of the future, the British premium car manufacturer MINI is pushing ahead with the realignment of its model range for the urban mobility of tomorrow.
The focus is on expanding electromobility, increased involvement in the crossover and premium compact segment and strengthening the market position in China. “MINI has always been the answer to very special challenges for individual mobility. And the willingness to rethink the status quo shapes the brand to this day, ”says Bernd Körber, Head of the MINI brand. "In addition to electromobility, opening up new target groups and sales markets will also be of crucial importance for the future of MINI."
20 years have passed since the premiere of the second generation of the MINI after the relaunch of the traditional British brand. Since then, around four million brand vehicles have been produced at the MINI plant in Oxford and delivered to more than 100 countries around the world. A targeted orientation towards the wishes and needs of customers has shaped the development of the MINI model range over the past two decades. The successful advance into the premium compact segment was made in 2015 with the new MINI Clubman, which was continued two years later with the new MINI Countryman. Around 40 percent of all vehicles sold worldwide now belong to this brand. In addition, the range in which MINI provides brand-typical driving fun is wider than ever. The extremely sporty John Cooper Works models currently account for around five percent of total sales for the MINI brand. At the same time, MINI models with electrified drives are continuously gaining popularity.
The fact that driving fun and efficiency are equally at the core of MINI is firmly rooted in the tradition of the British brand. The classic Mini, presented 61 years ago, was not only characterized by its revolutionary economy of space, but also by an economical drive with sporting potential. The second generation of the MINI, presented in 2000, optimized the relationship between driving pleasure and fuel consumption, among other things with the introduction of diesel engines. MINI took on the role of a pioneer for electric mobility in the BMW Group back in 2008. With the MINI E, which is produced in a small series, important findings on the use of a purely electrically powered automobile in everyday traffic were collected in a field test.
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