MINI: We must stay premium
New MINI boss says brand’s premium niche is important but more 'limited' models could generate growthMINI is not planning a major expansion of its model portfolio but could significantly boost is special ‘Editions’.
That’s the takeout from a discussion with new MINI boss, Bernd Koerber at this week’s Frankfurt motor show.
Fresh from confirming the new all-electric MINI Cooper SE would hit Australian roads in mid-2020 and the arrival of the 220kW-plus MINI GP, the incoming MINI boss told carsales that his plans for the brand could include an expansion of the special Editions it has previously offered across its model line-up.
“We are, and need to be, a premium brand. That puts you in a niche but it’s a good niche for MINI to be in -- no other [small car] brand has that,” Koerber commented.
“Of course, that also limits you in terms of potential -- that’s a downside -- but we are not in the volume game. [Premium positioning is] A much more stable management of MINI in terms of volume versus profitability -- it’s a much better position to be in.
“Once you enter into that [volume sales] game, it’s hard to get out,” he stated.
MINI’s line-up current includes hatches and cabrio, Clubman and Countryman SUV. And there’s unlikely to be any significant body-style additions in the short term.
What could instead drive MINI sales and profitability, however, are more special-editions, Koerber contends.
“MINI has the potential to get into that [higher] price band but I would say we would play that with Editions. That we do a [standalone] concept that by nature is in that [higher priced segment] segment, I wouldn’t go that far…”
But Koerber says there’s plenty of potential in leveraging the existing range.
“We could even do more. [I ask myself] Hey why isn’t the pipeline full… every year we [could] do three or four Editions either on performance, on off-road as in the case with the Countryman, or in the direction of luxury,” he proffered.
Koreber says the expanded offer of MINI Editions could be with established consumer nameplates or internally generated.
“From the brand potential; with the customers, there is a market there -- either from our own design competence or with partner brands.
“We need to find a sweet spot but that’s our position,” he stated.
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