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Mini launches new branding and targets premium compact car market

13 Mini Clubman

BMW Group says it is realigning Mini’s product and brand strategy with future focus on five core models.

Its dealers will be required to adopt new branding. Mini has changed its brand design, with a new look, two-dimensional logo, new typography in a serif font called Catalog Black and new tonality. It will be used on the brand's paper and screen communications, but the cars will retain the current 3D logo.

The new Mini logoIt comes as the brand launches the new Mini Clubman, a car which Mini has designed larger than its predecessor ready to compete in the premium compact class for the first time against the Mercedes-Benz A-Class, Audi A3, BMW 1 Series, Volvo V40 and forthcoming Infiniti Q30.

Peter Schwarzenbauer, BMW management board member responsible for Mini, said: "Since its creation in 1959, the Mini brand has always stood for ideas, inspiration and passion. That will not change.

“The new Mini Clubman is the symbol of our refined brand philosophy: We will concentrate in future on five core models with strong characters. We will open ourselves up to new ideas and new business areas. We will develop the brand's visual identity.

The current Mini logo“We are expanding our offering into the premium compact class, which will attract new customers and avid Mini fans. I firmly believe that this comprehensive realignment will enable us to continue the Mini brand's unique success story."

Mini delivered around 163,000 vehicles in the first half of 2015, and is heading for the best June in the brand’s history, said Schwarzenbauer, which will mean a 20% rise in global sales for the first half of the year.

The extension of the compact class product range coincides with the introduction of a common front-wheel-drive architecture which will be used across different models and brands. He said the Clubman is entering the market segment that promises the strongest growth in the future.

Market studies forecast annual growth of 4% for the premium compact segment, which will account for more than 27% of the total global premium passenger car market by 2020.

Schwarzenbauer did not specify which five models will be at Mini's core, however they are likely to be the Hatchback, Convertible, Countryman, Clubman and a new sports model.

From 2016, a new optional equipment package will enable Mini customers to share their car with others, a car sharing service with DriveNow, starting in the US and rolling out to other countries

In a further step, Mini will also enable a new form of vehicle lending ("peer-to-peer car sharing") for a defined circle of family and friends.

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  • kel prince - 26/06/2015 13:38

    Realise that manufactures will wish for clean smart premises but here we have yet another requiring dealers to adopt new" branding". Business has been good and so manufactuers are grabbing some of it back--wonder when it will sink in that the customers come to look at the cars--I do believe that if we had a dealership at the Pyramids they would want them altered ! Image has not stopped Tesco from losing out to the warehouses of Aldi etc