The query is, would including new fashions have helped in any respect? Mini-managers apparently felt that this is able to not be the case. In any other case, the anticipated sedan, roadster and micro-mini two-seater wouldn’t accumulate mud because the model is ready for the subsequent technology of autos. Solely then might we see a brand new mannequin.
The issue with Mini just isn’t murky. It is a nostalgic model that revolves round small vehicles that hobbled right into a truck and SUV-obsessed market with a transparent handicap. You may’t construct a medium or massive truck attributable to model id issues. It can’t compete towards the Ford Explorer both. It might be, after all, nevertheless it must kiss that id goodbye. And who is absolutely going to purchase a British truck?
Is BMW’s personal automaker destined to stay a distinct segment model within the US eternally? A weird expression of the client’s individuality? Possibly.
So what would you do, Finest and Brightest, in case you held the levers of change at Mini? Would you be glad with the core fashions weakening? Would you give the inexperienced mild to a bunch of quirky, sporty new small automobile fashions or would you make it massive – possibly approve of the unthinkable?
Or would you pull that different lever and decrease the branded coffin into the bottom eternally?