BMW has determined that the MINI lineup has become too big and will be reducing its subsidiary from eight models to five.
The move seems to have come out of left field since MINI has recently rolled out a whole set of new products, including its coupe and roadster two-seaters. The strategy has helped boost sales, but also added the weight of extra cost and complexity.
The German automaker will now focus on what it refers to as the “superhero” vehicles. These vehicles include the three- and five-door versions of the basic hatchback, Countryman crossover and Clubman wagon, which will be revamped next year, according to brand’s sales chief Peter Schwarzenbauer.
Schwarzenbauer stated in a speech prepared for an event near BMW’s Munich headquarters, that each of these cars has its own personality and unique capabilities. He also highlighted that it is important to find the right balance between growth and profitability.
MINI was re-introduced as an upscale compact car in 2001. The strategy was to target the increasing number of urban consumers, which it did effectively. However, now MINI is faced with growing competition from the FIAT 500 and Nissan Juke, which are pressuring the brand to set itself apart.
It has not yet been confirmed which models will be cut or when the process will begin.
It isn’t all reverse for MINI, however. The brand will be offering an electric vehicle “soon,” according to Schwarzenbauer.
The company plans to continue to evolve throughout the years and ensure that they retain the leading edge over the competitors through unexpected directions.
