BMW’s board member in charge of MINI, Peter Schwarzenbauer, talks about the brand’s decision to reduce the product line to five models. The slow-selling Roadster, Coupe and Paceman will not live another day giving the iconic British brand a chance to return become more focused.
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“Overall, the auto industry is tending to occupy more and more niches to generate greater volume,” Schwarzenbauer said. “Mini is a brand that will prove the opposite can also be effective.”
Schwarzenbauer names the remaining five models “superheroes” with an independent and strong character. “We will concentrate on five core models, which we refer to as superheroes,” says Schwarzenbauer. “Each superhero has a strong, independent character, which a well-trained salesman can match with a customer after just a brief conversation. By concentrating on a smaller range we can be more focused.”
The MINI boss also touched on the former cooperation with PSA/Peugeot-Citroen who supplied engines for previous models. Since moving over to the new BMW engine family, Schwarzenbauer says no further cooperation is currently planned.
Magna Steyr will remain a MINI partner and will continue to build the Countryman at its factory, while the Oxford plant will remain the backbone of MINI production.