Design tastes becoming more global: MINI

MINI says that in spite of the multitude of trim, paint and wheel options the brand offers, global tastes are becoming increasingly similar.

Sales of the Countryman – which now account for almost a quarter of all MINIs sold – shows buyers in China, the US and Europe are choosing comparable upholstery and paint colours, in spite of obvious cultural differences.

“Since MINI is a very traditional British brand [and] we give everything we design this little twist, that’s what our customers all over the world want,” outlined MINI Design head of colour and trim, Kerstin Schmeding.

“But when we look into general trend and market needs, and for example the different types of interiors we offer, the combinations of upholstery, paint, wheels, and so on, it’s certainly getting more global.”

Schmeding said there was no clear reason for the assimilation in tastes, noting that eastern and western markets alike seem to prefer consonant trim and paint combinations.

“There are global trends and you are aware of, but as to how all the countries influence each other, it’s harder to say. China looks to Europe, we look there, it’s really hard to say who influences who,” she remarked.

Customer feedback gathered since the previous generation’s launch in 2010 told MINI that personalisation remained an important consideration in choosing the brand.

MINI canvassed customers in top-selling markets – including the US, China, the UK, Germany and Italy – finding that the value placed in certain materials, rather than texture and hue per se, were of greater importance, with materials such as leather and suede held in higher esteem than leatherette or cloth.

“There are different requirements in terms of value,” Schmeding added. “It makes it very interesting, very exciting, to be in that design world, to see different cultures and different expressions of culture, and work that into the MINI design.”

When asked whether it was more or less difficult to work on the design of a brand with such established heritage, Schmeding said the 57-year heritage had given her a lot of influences from which to draw on.

“It’s no harder [than designing another brand]. MINI has a lot of history and value, which gives me a lot of room for interpretation,” she enthused.

“We have very iconic [design] languages around the car, and in the interior, so it actually, for me, helps to have some guidelines; and as trends go on, and time evolves, and market needs change, you can interpret them in different ways.”

The second-generation Countryman is set to offer no fewer than 10 paint colours, two different roof and mirror scalp alternatives, 13 alloy wheel designs, nine upholstery choices (including three distinct seat styles), four interior colour lines and 12 different garnishes, some of which are illuminated via LEDs.

The new MINI Countryman will go on sale in Australia towards the end of March.