Mini plans to add more crossovers and two-door
hatches into its range in a bid to lure more customers into the brand. BMW, which owns Mini, is willing
to invest more into its iconic British brand but not without acknowledging the
challenges of selling small cars to the US market.
BMW Group sales boss Pieter Nota spoke to AutoNews
about MIni’s future, saying that turning around the brand’s business in the US
will require new products. Without revealing any specific plans, Nota said that
the small crossover segment is going to grow significantly in the near future.
The German carmaker knows customers that used to
belong to Mini are now ditching small cars in favor of roomy crossovers. BMW
wants Mini to play a leading role in USA’s luxury small-car segment despite
competitors getting out of it. BMW’s sales boss sees the competition’s capitulation as a big chance
for Mini to consolidate market share. “Unlike some of our competitors, we are
not turning our back to the U.S.,” Nota said. “We see that even as an
opportunity.”
Electrified powertrains will play a major role for
future Mini models but BMW Group execs remain silent about plans to electrify
the entire Mini range. Instead, Nota said that ICE engines will keep powering
some of the future Minis, including the sportier John Cooper Works models.
