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MINI realigns strategy

Announced as the carmaker unveils its new Clubman model, the new strategy will include an updated brand image, which will initially be seen in a newly designed logo, new font and new visuals. The move will also see the new Clubman pitched at the premium compact class.

And the brand will also concentrate on a five-model line-up as it pushes forwards with plans to drop the Paceman, Coupe and Roadster.

Peter Schwarzenbauer, member of the Board of Management of BMW AG, responsible for MINI, Rolls-Royce, BMW Motorrad and After Sales, explained how he plans to develop the brand: “Since its creation in 1959, the MINI brand has always stood for ideas, inspiration and passion. That will not change. The new MINI Clubman is the symbol of our refined brand philosophy: We will concentrate in future on five core models with strong characters. We will open ourselves up to new ideas and new business areas. We will develop the brand’s visual identity. We are expanding our offering into the premium compact class, which will attract new customers and avid MINI fans. I firmly believe that this comprehensive realignment will enable us to continue the MINI brand’s unique success story.”

MINI is also rolling out its car-sharing solution for private vehicles, which is being carried out in partnership with the DriveNow joint venture with Sixt and starting in 2016. This option will initially be available in the US in 2016 and later in DriveNow cities. In a further step, MINI will also enable a new form of vehicle lending – dubbed “peer-to-peer car sharing” – for a defined circle of family and friends.

The changes come as MINI reports record sales, with double-digit growth seen at the start of the year and deliveries of around 163,000 vehicles in the first half of 2015.

“We are heading for the best June in MINI history, meaning our sales will be up more than 20%,” explained Schwarzenbauer. “We will carry this momentum forward into the second half of the year and I am optimistic that MINI will achieve a new sales high in 2015.

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Natalie Middleton

Natalie has worked as a fleet journalist for 16 years, previously as assistant editor on the former Company Car magazine before joining Fleet World in 2006. Prior to this, she worked on a range of B2B titles, including Insurance Age and Insurance Day. As Business Editor, Natalie ensures the group websites and newsletters are updated with the latest news.