German Car Zone

I simply don't get it,i always looked at MINI as cool sub-small cars,but i first seen the new clubman i said why? the whole idea is to make a nice little funky car if i wanted a biggersize i'd but something else not the oversized MINI that's why i think the new variants ugly and distant from my idea of the MINI Concept,just my opinion.

Strictly speaking isn't resurrecting all old brand names "brand whoring" to some extend. Like when MB resurrected (or tried to, in this case) Maybach. As long as the cars are good, I don't have a problem with manufacturers doing a bit of whoring. .

Does this really need an explanation? Model whoring is obviously when one particular car is offered with various iterations. They are even some who criticize Porsche of whoring it's 911 with it's some 15 variants. Hell, even smaller auto firms such as Pagani and Koenigsegg have been doing what I would call whoring - ex. Zonda R, CCX, CCXR.

Most everyone is (or has) done it - I'm not denying that, but that doesn't mean I'm going to snatch the bait every time something supposedly "new" rolls around.

Please see my previous posts:

"From a marketing point of view, these vast iterations of the Mini is undoubtedly smart"

" I'm not the least bit surprised on the whoring though; was a given when they first introduced the vehicle."

No, I never expected Mini to be a one-model brand. It was quite obvious that when it was first released that the company wouldn't be able stay alive with just one model. It's only logical.

I'd call that yet another whore.

I will make myself a little more clear: I never doubted (as said before) such a decision by BMW. There isn't any reason why they shouldn't make a Mini SAV. They're a company who wants to continue to be prosperous and thus is obviously an intelligent way to keep the business flowing. Nevertheless, I still do not like the idea of such a vehicle; not only because it's dilutes the Mini's appeal (in my eyes), but also because Mini already has a Clubman in the line-up.

And this is where I am an 'ol fashion romantic, or dinosaur as you so delicately put it once. No, I do not like the way our current market operates with these vast variations - though I do not deny how succesful multiple variations have/can be.

A sedan & 2-seater coupe / roadster were also considered. Not getting the green light though. At the moment.

I have noticed many people here (and on other forums) see brand image as a very rigid & fragile thing that can be easily damaged or even destroyed by introducing new models / variants of products. That's not the case.

Brand is not about physical attributes (about product) but about values, promises, philosophy, intangible factors. Therefore not based on certain design, shape, technology, materials, etc. These are only tools to materialize the brand values & promises in a certain time spot - in a shape of a materialized product (eg. a car). So .. the tools may change over the time, but the core values, promises & philosophy stay ... until brand repositioning.

Until products are consistent with brand values & promises they do not hurt brand image - but when a promise is not delivered, and values are broken then the image is hurt.

MINI is not a product. It's a brand. Materialized in many products & services ... incl. fashion accessories, clothes, events etc.


Now I ask you:

What are the core values & promises of MINI brand? What's the identity of MINI brand?

Waiting ...



PS: I bet many of you only know one dimension of MINI brand - the one that's communicated through the one product: the car. But it goes way beyond that. Ask MINI customers & brand enthusiasts. A more holistic approach is needed to understand the brand ... and to communicate with the brand. Branding (just like whole marketing) is all about relations ... about communication. Never a one-way action.

Appreciate your input Tine. Though if that last sentence is directed at persons such as myself, I'm stepping down because thus has very little do with my original comments. The only thing that it slightly relates to is where I said: "dilutes the Mini's appeal (in my eyes)". Dilutes it's for others? Never said it would or wouldn't.

I said that it dilutes the Mini's appeal for myself and as far as I see it, what will once used to be a niche car, something unique and one-off becomes something rather unappealing when you can have the same vehicle with a different name, and different rear-end in three other variants. But yet again, this is my personal opinion. I knew that Mini would eventually spawn multiple models -that was inevitable - but that doesn't mean I like every choice they make. This is an endless debate though. I should not have to continue to try and justify a personal opinion, especially when I never said BMW should or shouldn't release a model.

But, I will bite and pose you a question. Is an SAV variant of the Mini really necessary when the company already has the Clubman? (which probably already offers the perfect amount utility for the average Mini customer) No spite in intended with such a question. Just curious as to your thoughts.

You know, people did criticize British Leyland for whoring the original Mini concept back then... and any mention of models such as the Elf and Hornet in today's car mags certainly comes with a snide remark.
The original Mini was a basic no-frills motoring item which revolutionized small car design; the new one is (mostly) a fashion item/marketing exercise. Its saving grace is that it's also a good car to drive.

Like I said many times: the marketing works in direction from customers to the company in the first place, not vice versa. It's not like "What we want to offer the customers?" but "What our customers want to be offered by us (to them)?"

And customers told BMW they want a certain vehicle. An AWD vehicle with a bit higher driving position & quite spacious interior - but still delivering all MINI driving feeling, funkiness & typical MINI styling. BMW will give it to them - because they are able to develop & produce a vehicle still communicating typical MINI values & identity. BMW think a crossover / SAV is what will satisfy all the the expressed needs.

Similar "issue" in the Porsche Cayenne case (or earlier in BMW X5 case).

Yes, the original MINI hatch shape is the most iconic MINI product - and the most successful one. Other variants (incl Cabrio & Clubman, and also the upcoming models) are more niche vehicles - not so iconic. More driven by MINI brand image & original MINI hatch spirit. But satisfying specific needs of MINI fans: eg. roof-less driving feeling in cabrio; a bit more space in the boot & rear seats = Clubman; AWD + higher sitting position = upcoming crossover / SAV. Yet the most important product will still remain the hatch.

The product portfolio growth is usually organic. Product portfolio changing with customer's lifecycle: 1. I'm young & single. I need small funky sporty car. Hatch or cabrio. 2. Now I need more space - I have more hobbies, a partner / spouse, pets. The Clubman. 3. I have a family now. I need safety, space, but still like typical MINI. The crossover.

Every successful company is able to provide their customers with a product they need - during customer's entire life. Sometimes with a single brand, sometimes with many brands. If a certain brand communicates right values & identity they can be applied to the whole human lifecycle - and in this case a single brand can do the job. And be sure MINI is such a brand. So is the BMW. But not addressing same customer base. Different lifestyles.

Eg. think Nivea. A good example of a brand that can offer various products of different shapes & purposes, for all age segments within a certain customer base that is targeted & addressed by brand's values, promises & identity.

To directly answer your question: Clubman & upcoming cross-over are not addressing the same needs. There are some needs that only an upcoming crossover will be able to address.

No rational company rejects customer's call for a certain product. Materializing people's dreams --- if possible (financially, technologically, within brand values). Like I said: BMW are confident they are able to develop & produce a crossover / SAV true to MINI brand values & identity.

Thank you for the informative post Tine.

Magna plant to assemble BMW's new Mini offroader

Tue Dec 4, 2007 12:11 PM EST

FRANKFURT (Reuters) - Magna International's plant in Austria will assemble the new offroad version of the Mini for BMW , a BMW spokesman said on Tuesday, confirming a report by the Frankfurter Allgemeine Zeitung paper.
BMW's decision to opt for Magna Steyr, which also makes the BMW X3 model, is a blow for German contract builder Karmann, which had pushed hard for the contract.



-------

So, it's official now. MINI SAV will be built in Graz, Austria by Magna.
Btw, X3 production is moving in US with F25 debut, while X1 will be built in Germany (Leipzig).

^

And the official press release by BMW ...


MINI Sports Activity Vehicle will be built by Magna Steyr

12/05/2007
Partnership in Development and Production

Munich. The new MINI Sports Activity Vehicle (SAV) will be built by Magna Steyr Fahrzeugtechnik in Graz, Austria. The vehicle concept, devised by MINI Design and BMW Group engineers, has been entrusted to Magna Steyr Fahrzeugtechnik for series development and for later production.

The cooperation with Magna Steyr is an efficient way for BMW Group to ensure the planned profitable growth through new model launches set out in the company's strategic alignment.

By outsourcing production of the MINI SAV, BMW Group is able to increase flexibility within its own production network. This allows the lead plant for MINI production in Oxford to fully direct its midterm capacity of 260,000 units towards meeting demand for the three core models MINI, MINI Convertible and MINI Clubman. It is this outsourcing of MINI SAV production that makes the extension of the MINI family possible. Frank-Peter Arndt, Head of Production and Member of the Board of Management of BMW AG, explains the advantages: "By using Magna Steyr for production, we are able to give our own Production Network some breathing space to respond fully to market needs. This solution will also allow us to bring the MINI SAV to the market as quickly as possible."

Magna Steyr is an experienced partner of BMW Group, having already produced the highly successful BMW X3. Speaking about the new contract, Siegfried Wolf, co-CEO of Magna International, sees this as a "huge recognition of the work that Magna Steyr has achieved so far through its partnership with BMW Group. Above all, I'm delighted for our employees, as this will allow us to set another milestone in our long-running and successful cooperation with BMW Group. As we have done before, we will work on this vehicle programme with our fullest commitment to ensure that we meet BMW Group's high expectations."

As with all partnerships, BMW Group itself will be steering all aspects concerning the brand and the concept of the MINI SAV project. Thus, the majority of the drive train development will be realised by BMW. In addition, BMW Group will design the supply contracts with the suppliers whilst Magna will be responsible for call-offs during series production. The MINI designers will ensure that the vehicle will be a true MINI.

Further details about the product and production will be communicated prior to the vehicle's market launch.


Source: BMW AG