March 10, 2014
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.