BMW’s small but mighty British brand to focus on three “pillar” models

It seems the folks at MINI are realizing they may have bit off a little more than they could chew with their recently expanded lineup of cars, possibly diluting their brand

The subsidiary of BMW will focus on three “pillar” models – MINI hatchback, MINI Countryman, and MINI Clubman – and possibly kill off the Paceman, Coupe, and Roadster.

Speaking with Automotive News Europe, Oliver Friedmann, MINI’s head of product management, said the brand needs to be “more relevant for more people.”

”Our first priority is to roll out a portfolio that has strong pillars and to be absolutely clear what each stands for,” he explained.

Friedmann expressly mentioned the Coupe, Roadster, and Paceman as “not a priority” for the future.

The new MINI hatchback was first shown to the public late last year, followed by the Clubman in Geneva.

About Mark Stevenson

Mark Stevenson is a former IT professional turned freelance automotive writer and news editor for He's a member of the Automobile Journalists Association of Canada and former member of the Texas Automotive Writers Association (TAWA). Mark spends an inordinate amount of time on motorcycles and resides in Dartmouth, Nova Scotia with his two dogs - Nismo and Maloo. You can find him on Twitter and Facebook.