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MINI plans changes

Posted on 12 August, 2015
MINI plans changes

Mini is set to reduce its line-up of models by dropping the Roadster, Coupe and Paceman as part of a major overhaul of the marque’s strategy. Peter Schwarzenbauer, BMW’s board member in charge of Mini, admits the move is controversial because it runs counter to the belief that more models mean more volume for the marque. “We will concentrate on five core models, which we refer to as superheroes,” he says. “Each has a strong, independent character, which a well-trained salesman can match with a customer after a brief conversation. By concentrating on a smaller range, we can be more focused.” He hopes to prove a wider model line-up is not always the best strategy. “Overall, the industry is tending to occupy more niches to generate greater volume,” he says. “Mini is a brand that will prove the opposite can also be effective. “I believe it’s good for a brand to concentrate on a few strong characters. But we should also be asking ourselves whether steadily increasing volumes is the only way to go. That’s something premium manufacturers in particular need to consider. We now see other manufacturers are thinking about reducing the number of models.”