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The Mini is dead -
November 2000 was the end of an era when production ceased on the Mini, the car that, with the exception of the Ford Model T, did more to change the automobile industry than any other. After 40 years and over 5 million cars the Mini was no more. Until last week when the new Mini Cooper made its US debut at the Detroit Auto Show. The Cooper is the first all new product from the Mini brand since its inception in 1959 and represents a total redesign for the automotive icon. A higher performance model, the Mini Cooper S will be unveiled later in 2001. Mini Cooper and Mini Cooper ‘S’ will go on sale in the UK in July and in the US next March. Although pricing for the car has yet to be finalized, the Mini Cooper is likely to be priced below $18,000. Mini will be sold in the US via a select group of existing dealers from BMW North America’s retail network. Each Mini dealer will have a sales environment and staffing Exclusively dedicated to the franchise. Sales of 100,000 cars a year are expected worldwide when full production has been reached. The US market is expected to start with at least 20,000 Mini’s in the first full sales year. "Mini is a central element in the story of the automobile. For the brand’s new products, our mission was to combine the emotional power of the original model with the technology of the future", says Frank Stephenson, chief designer of this exciting new car. Sir Alec Issigonis’ original Mini set new standards in design and engineering. An automotive icon, his design lasted decades in virtually original form. His revolutionary transverse engine with submounted transmission allowed compact external dimensions with maximum space inside. Mini became a car for everybody from celebrity to the person in the street and during its life crossed all cultural and social boundaries. However, the front-wheel drive, wheel-at-each-corner design also proved extremely roadworthy and in 1961, the Mini Cooper, engineered by racing car constructor, the late John Cooper, was launched to rallying success such as triple Monte Carlo rally wins between 1964 and 1967. The Cooper name has been closely associated with performance Minis ever since and appropriately, it is the Mini Cooper which is the first car in the Mini range to be unveiled. The Mini Cooper is a modern development of a genuine classic. Reflecting the styling cues of the old Mini it also offers the very latest technology, making it one of the most advanced cars of its size in the market. Designed for handling and performance as well as great looks and safety, the Mini Cooper is a car that real enthusiasts will love driving. The Cooper is set to rekindle the same enthusiasm the buying public felt for the original Mini among 21st century customers. Like the original, it is designed to appeal to all drivers regardless of age, class or nationality. "The Mini Cooper stands as an evolution of the original Mini. It carries the genes, character and excitement of its predecessor, however it is larger, more powerful and more muscular for today’s driver", says Frank Stephenson. The Mini Cooper’s distinctive styling immediately grabs the attention with its clean yet muscular lines. The body crouches low to the ground, hugging the road. Although modern in execution, the design remains instantly recognizable as a Mini. The classic Mini ‘wheel-at-each-corner’ look is carried through in the Mini Cooper. And this is more than just a design feature; It gives the car real dynamic advantage on the road with excellent handling and road-holding, making it both inherently safe and also great fun to drive. The bonnet, lights and grille give the car its unique distinctive face, while the wide, steeply angled body with its flared wheel arches present a compact, dynamic, glued-to-the-road look which is 100 per cent Mini. Individuality and personality are important to Mini. The Mini Cooper will be launched with 14 exterior colors, with contrast roof and exterior mirrors in either black or white. Standard 15 inch or optional 16 and 17 inch alloy wheels are finished in white or silver. Minis are perfect for personlization and a wide range of trim packages and accessories will be available. Inside, the car is a modern interpretation of the simple, straightforward look of the original Mini, with its characteristic center speedometer. All switches, levers, buttons and dials have been designed with a functional yet stylish and individual approach, an important part of Mini’s personality. Wide-opening doors, remote central locking, an adjustable steering column and driver’s seat height ensure that the Mini Cooper is practical and adaptable. The boot can be opened remotely and 50:50 split folding rear seats increase luggage space dramatically. Seating will be available with either leather or leatherette upholstery. A hi-fi CD sound system will be standard with a Harman Kardon speaker system offered as an option. Other options include a multifunction steering wheel, and rain sensor windshield wipers. The body of the Mini Cooper is exceptionally rigid, offering 2 to 3 times the torsional stiffness of other cars the same size. This helps give the car its exceptional, go-cart-like handling and also minimizes vibration. The highly advanced suspension system features a multi-link design at the rear. All round disc brakes are ventilated at the front and solid at the rear. The engine is a 16 valve, 1.6 liter unit delivering approximately 115 brake horsepower in the Cooper. The forthcoming Cooper ‘S’ will produce approximately 160 brake horsepower. An extremely strong and rigid passenger safety cell, front and rear crumple zones and side impact door beams mean occupants are extremely well protected in case of an accident. Passive safety is further enhanced with 6 standard airbags, including front and side airbags in addition to BMW Group’s AHP (Advanced Head Protection) System - innovative full vehicle side impact head protection airbags - unheard of in a car of this size! Enhancing the car’s inherent active safety, anti-lock brakes (ABS) come standard with traction control and xenon headlights available as options. Research by Mini’s marketing team has shown that Mini will appeal to a wide cross-section of customers - of different ages and backgrounds. What they all enjoy is driving and how their car looks. However, there are particular groups to which Mini will greatly appeal: The first group is young, aged between 20-34. They like to stand out in a crowd and to drive a car that people notice. Possessing a keen sense of style, they understand a car can say a lot about them and Mini fits their image and attitude to life. They look for what is cutting edge, fun and exciting. They like to express their own personality in the products they buy and will enjoy the customization potential of Mini. The second group is slightly older - likely to be 35-50 and a more affluent, yet progressive-thinking household. The Mini Cooper may be an additional sporty, yet affordable addition to their garage - perhaps even to "share" with younger family members. The third group includes classic car aficionados and Mini enthusiasts. These people have a keen interest in cars and have fond memories of the classic cars from their youth. They like the overall design and engineering of the new car coupled with an interest in Mini’s definitive heritage. Enthusiasts will relish Mini’s potential for customization in both appearance and performance. Mini is a unique, independent brand within the BMW Group, and will be sold Worldwide. Mini, along with BMW and Rolls Royce, forms BMW Group’s three pillar premium brand strategy. Mini will be built at the BMW Group’s state-of-the-art Oxford plant in the UK to the company’s exceptional quality standards. The Oxford plant has been fully developed for Mini production and volume, build starts this spring for Europe. With only 70 dealers for the U.S. and over 140 applicants we will not know where dealers are until this spring! |
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