MINI’s new Family Affair

On 18 September 2010, the world will see the launch of the new MINI family, its members being MINI, MINI Clubman and MINI Convertible. With this strategy, MINI attempts to strengthen its top position in the segment for premium small cars.

To the new MINI family a new exclusive brand-model is added, the MINI Countryman.  Also, the variety within the model range is broadened with the new MINI One D Clubman and the new MINI Cooper D Convertible, the first ever open-top MINI with a diesel engine. Further additions to the model-range are scheduled for the future, the company says.

The MINI-typical customisation options have been extended with further modifications in the design, added engine variants, such as an all-new selection of diesel engines and an upgrade on the already available petrol engines, and new equipment features.

The four-cylinder units achieve greater performance and efficiency as the MINIMALISM technology reduces fuel consumption and emissions. The new MINI One D (66 kW/90 hp) and new MINI Cooper D (82 kW/112 hp) score high on efficiency with average fuel consumption of 3.8 litres per 100 kilometres and CO2 emissions of 99 g/km.

Modifications in the design of the MINI, MINI Clubman and MINI Convertible emphasise the sportive character of the cars. Other features, such as new wheel variants, paint finishes and optional extras are in line with the premium status of the MINI. Three “design worlds” – Rally, Classic and Scene – have been introduced to orientate each customer in his choices.

The interior has also seen some redesign, particularly the controls for the audio and air conditioning systems. The model-specific selection of seat upholstery, trim elements and Colour Lines has also been extended and updated.

Finally, the MINI gets ever more playful as it is now available with a MINI Visual Boost radio and MINI navigation system which give the owner access to MINI Connected. The application includes a web radio function, the use of Google local search and Google Send to Car services, and reception of RSS news feeds. Moreover, it also enables Facebook and Twitter posts to be displayed on the on-board monitor and allows the user to send standardised text messages.

Nine years after its relaunch, the brand aims to sum-up in the new MINI family its essential image in terms of design, driving fun, efficiency and individuality.