 |
Mini to the Max
How BMW reversed the super-size trend with its lovable Mini Cooper
Paul A. Eisenstein
From the Print Edition:
Cigar of the Year, Jan/Feb 2005
(continued from page 2)
It was a conscious decision to maintain production level just short of demand. Company officials know full well that fashion-driven products have a notoriously short half-life. Volkswagen's New Beetle springs to mind. So does Chrysler's PT Cruiser. They topped the charts one year, then quickly fell from grace.
To maintain momentum, Mini offers a seemingly endless variety of options, allowing buyers to customize each car to taste. More than half opt for two-tone or roofs decaled with the likes of the British Union Jack. Meanwhile, well aware of the formula that kept the Mini Classic alive so long, planners have rolled out an array of variants. The new Mini launched in two forms: Cooper and sportier Cooper S. A rally-ready John Cooper Works followed, and for 2005 comes the Mini Convertible.
It took some creative engineering to come up with a fold-down top that maintains Mini's distinctive roofline. It's a one-button, electrically operated affair that fully retracts in just 15 seconds. And if you prefer, its hard-shell front section can retract like an oversized sunroof, an effective compromise when you're traveling fast down the freeway.
The ragtop is expected to account for about a quarter of Mini's global sales, but in the United States, which boasts the biggest market for convertibles overall, the new model should generate a third of Mini's American volume this year. Other surprises loom. "Mini will get additional body styles. We can't wait," divulges Panke. Exactly what's in store, no one is saying, though don't expect Mini panel trucks or SUVs. A four-door, using the redesigned platform, is reportedly under development and set for launch later in the decade. BMW has a microsized car of its own coming to the United States around 2007, and Panke has declared that Mini cannot encroach on the territory of that new and larger 1 Series. So Gert Hildebrand, the British brand's design director, faces a challenge that Issigonis might have appreciated. "It's like mathematics," he says, cryptically. "The more restrictive the formula, the more creative you must be."
AN SUV ALTERNATIVE?
There's good reason why automakers have long hesitated to enter the mini and microcar markets. U.S. car buyers traditionally link size with price, and with rare exception, the smaller the vehicle, the smaller the premium it commands. Most small-car buyers "are simply looking for the small price tag," stresses George Peterson, president of the California consulting firm AutoPacific Inc. Entry-level cars like the Ford Focus or Chevrolet Cavalier almost never make money, but Mini shows that plenty of American motorists are "willing to pay a premium for the right small car." But what about two minicars or three?
The competition has been enviously eyeing Mini's success, and now a number of manufacturers are getting ready to test the waters on their own. Pontiac plans to debut its pocket-sized Solstice roadster next year. DaimlerChrysler is readying the American launch of its Smart brand, while Asian brands Nissan, Mazda and Mitsubishi are looking to weigh in. "Mini has encouraged us all to pursue this segment," acknowledges Dan Werbin, the head of U.S. operations for Volvo Cars. Volvo recently unveiled the unusual 3CC, a tiny, teardrop-shaped three-seater that hints at the direction the Swedish automaker might take.
Of course, too many new entries might crowd the market, but no doubt the market is primed. The steady run-up in oil prices over the last year has helped manufacturers make a better business case. Few expect the SUV to go away soon, but fuel efficiency is a greater concern than it's been in 20 years. Even if most Americans believe bigger is better, growing numbers prefer to think small... or in this case, Mini.
Paul A. Eisenstein publishes an automobile magazine on the Internet at www.TheCarConnection.com.
You must be logged in to post a comment.
RSS