The BMW Group has announced realignment of its MINI brand’s product and brand strategy. The focus will be on five core models in future.
At the world premiere of the second generation MINI Clubman in Berlin, Peter Schwarzenbauer, member of the Board of Management of BMW AG, said that the company is expanding offering into the premium compact class. This market segment, according to the Group’s statistics, has scope for the strongest growth in the future. The new MINI logo was also unveiled at the event.
Market study forecast suggests that the premium compact segment should have an annual growth of 4%, which will account for more than 27% of total global premium passenger car market by the end of the decade. The Cooper S models are expected to account for up to a third of total sales, while the John Cooper Works models is about to almost double to five percent of the brand’s entire line-up.
While the company was mum on revealing the names of the models that will be discontinued, a report from Bloomberg claims that the MINI coupe, roadster and Paceman crossover are the models that will be axed.