Mini enjoying major success

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Friday, June 18, 2010

ONE brand that does not appear to be feeling the universal downturn is Mini and the company this week reported that its sales are up by 23% to the end of April 2010.

Mini’s success, says John Ives, managing director, Mini Ireland, is attributable to many things. “But two, in particular, have boosted Mini this year: low emission-vehicles courtesy of ‘Minimalism’ (the brand’s name for energy-saving, emissions-reducing technology) that deliver low-running costs for customers and the strongest residual values in the sector,” he says.

“Strong RVs (residual values) are the most important consideration for car buyers. They form the largest part of a car’s whole life costs, and, therefore, the most important element of any customer’s budget planning. Even better news is the projected, residual values for the forthcoming Countryman,” he says.

“We can really show that, under BMW’s stewardship, the Mini brand has become multi-faceted within ten years. Soon, the three model lines will become six, with a wide choice of petrol and diesel engines, all-wheel drive and with the prospect of a viable electric car, too,” he says.

In the 10 years of new generation Mini, the company has introduced an array of variants. nd the company has now revealed that more are on the way and Last week, at the company’s Oxford plant, not only were the familiar Hatch, Convertible and Clubman models on show, but also previewed the forthcoming Countryman, which goes on sale on September 18, in Ireland. And, further providing a glimpse into Mini’s rich and exciting future Two concept cars — the Coupé and Roadster — were also on display.

The models available now feature a new range of petrol engines, while a new entry-level Convertible model, the Mini One Convertible, is available at Mini dealers.

A new, improved version of the Mini petrol engine is fitted to all First, One, Cooper and Cooper S models in the Hatch, Convertible and Clubman ranges. This is a 1.6-litre engine replacing the 1.4.

The entry-level Mini First has a new version of the 1.6-litre, four-cylinder engine, which produces 75 hp, the same as its predecessor. The extra capacity will produce more torque, which is higher by 17%, at 140 Nm. Fuel consumption in the EU cycle is 5.4 l/100km and CO² emissions are only 127g/km. Top speed is 175 km/h, while the 0-100 km/h acceleration takes 13.2 seconds.

At the heart of the Mini range, the largest-selling model, the Cooper, benefits from the new engine enhancements. A power hike to 122hp (+3hp), and peak torque of 160 Nm @ 4,250 rpm, help the Hatch to 100 km/h in 9.1 seconds and a top speed of 203 km/h.

The iconic Cooper S model gets more ‘poke’ with less ‘smoke’. It is equipped, for the first time, with a twin-scroll turbocharger, direct petrol injection and fully variable valve control. The variable valve control is based on BMW’s familiar, VALVETRONIC system that adjusts valve lift and opening times in direct relationship to the driver’s command on the throttle pedal.

In September this year, Mini will launch its latest and largest model, the Countryman — which will be the first Mini to offer four-wheel drive, or All4, in Mini-speak.

The Countryman range will include three petrol and two diesel models, as well as two All4 models. “The Countryman models still pack in the driving thrills that put a grin on your face the way all Minis do,” said Lee Connolly, Mini UK product manager. “But the Countryman also brings new levels of space and versatility to the range that will attract not only existing Mini owners, but also new customers. We expect that the extra space will mean that around 80% of Countryman sales will come from customers completely new to the Mini brand.”

The All4 models costs a modest 2,150, for the Cooper D, and 3,410, for the Cooper S, above the standard front-wheel drive Countryman models, and the penalty, in terms of fuel consumption and CO2 emissions, is smaller than one might expect

Mini says the demand for crossover vehicles has grown: drivers want the best of both worlds with normal saloon-like driving responses with the versatility of soft, off-road ability and the interior flexibility to cope with the hobbies, shopping trips and activities that are a huge part of the typical, busy, modern family life.

Mini Countryman arrives in a growing segment and is an opportunity to attract buyers from a wide range of competitive cars. Not only will they find the flexibility their lifestyle demands, but they will also discover the world of Mini, a world where practicality and versatility does not put limitations on the fun that can be derived from driving.

Mini Countryman will go on sale on September 18, with prices starting at 23,800 RRP (24,400 OTR). Also last week, Mini revealed that the Mini Coupé will go on sale in 2011 and the Roadster in 2012. The final piece of the 2010 Mini jigsaw concerns the Mini E electric car, currently undergoing year-long trials with pioneering members of the public in Britain, USA and Germany.

The trials are more than half way through and are proving highly successful.

The British field trial, using 40 examples of the Mini E, is also a cornerstone in helping to inform the BMW group about the use of electric vehicles in real-world conditions, and contributing to the mass of planning and knowledge that is accumulating in BMW’s Project i.

Much to munch on then, as far as Mini is concerned. For those who felt that this was only ever going to be a one-dimensional endeavour from BMW, with regard to the iconic name, the German company has obviously proved them wrong.