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With every new generation of MINI, the lineup has grown and grown. In the first-generation, there was three models. Now, the lineup consists of seven models. However, a BMW board member wants to see MINI cut back the number of models it has. Peter Schwarzenbauer, BMW board member for Mini and Rolls-Royce tells Autocar that he would like to see brand to pare down the lineup as he believes the rapid expansion is hurting the brand. He said BMW had to be “sensitive about the number of variants and about size. It is better to go in a different direction to concentrate on doing less but better”. What would Schwarzenbauer's MINI lineup look like? It would comprise of what Schwarzenbauer calls his ‘hero cars' which include a three-door hatch, a convertible, and a SUV. “Each model must be a hero in its own market and have the trademark personality, style and go-kart handling,” Schwarzenbauer said. By reducing the amount of models in MINI's lineup, Schwarzenbauer says this will allow Mini’s research and development to concentrate more on improving design and quality. Source: Autocar William Maley is a staff writer for Cheers & Gears. He can be reached at [email protected] or you can follow him on twitter at @realmudmonster. View full article -
BMW Board Member Would Like To See MINI To Pare Down Its Lineup
William Maley posted an article in MINI
With every new generation of MINI, the lineup has grown and grown. In the first-generation, there was three models. Now, the lineup consists of seven models. However, a BMW board member wants to see MINI cut back the number of models it has. Peter Schwarzenbauer, BMW board member for Mini and Rolls-Royce tells Autocar that he would like to see brand to pare down the lineup as he believes the rapid expansion is hurting the brand. He said BMW had to be “sensitive about the number of variants and about size. It is better to go in a different direction to concentrate on doing less but better”. What would Schwarzenbauer's MINI lineup look like? It would comprise of what Schwarzenbauer calls his ‘hero cars' which include a three-door hatch, a convertible, and a SUV. “Each model must be a hero in its own market and have the trademark personality, style and go-kart handling,” Schwarzenbauer said. By reducing the amount of models in MINI's lineup, Schwarzenbauer says this will allow Mini’s research and development to concentrate more on improving design and quality. Source: Autocar William Maley is a staff writer for Cheers & Gears. He can be reached at [email protected] or you can follow him on twitter at @realmudmonster.
