MINIs are still cool

What's the coolest new car on the road today? Some will argue it’s the Citroen Cactus, others will say it's the Range Rover Evoque and surely the Hyundai Veloster gets a look in?

But what about MINI – is the brand still cool or has it worn out its welcome?

The new MINI Clubman is a quirky unit and the just-launched MINI Convertible is a far more convincing product than its predecessor.

However, with talk of a born-again MINI sedan on its way, could the brand be about to take a cultural nose-dive into mediocrity in the search for popularity?

MINI Australia chief Tony Sesto says MINI is still an intrinsically cool brand and four out of five people we randomly asked agreed.

"No, I don't think the MINI brand is a fad at all. If you look at our sales last year, they grew 30 per cent on the previous year. That's not a fad, that's a desirable brand that our market still accepts and still wants," he said.

"MINI is still a cool brand, a fun brand, it's still an exciting brand. Anyone you talk to who has owned a MINI, there's a connection, there's a story there," stated Sesto.

But just because the brand is still popular and arguably 'cool', can the premium brand attract younger customers, which remains a high priority among all prestige car brands?

New pricing for the MINI Convertible has seen prices slashed by thousands of dollars, but according to Sesto it's unlikely to attract a younger demographic.

"No I don't think so, I don't think in large numbers. It may attract a younger demographic but in a smaller volume," he said.

Clearly hipsters and millennials are not MINI's target market, but to be seen as a cool brand, an industry influencer, car-makers like MINI need a little bluster.

How about an electric scooter then, not unlike the MINI Citysurfer Concept revealed at the 2014 LA motor show?

"There's nothing on the horizon I'm aware of," laughed Sesto.