MINI sales haven’t been doing great lately. In the US, the numbers have been dwindling for a number of reasons and it’s rather easy to see how a company specialized in making small cars can go through some trouble these days when everyone’s buying SUVs and Crossovers. Sure, the Oxford-based company tried to adapt, bringing out bigger and bigger cars, like the Clubman and Countryman but still, trouble is looming ahead.
Don’t get me wrong though, the Clubman and Countryman are selling and they are among the most popular choices in the range these days, but that simply isn’t enough right now. Furthermore, the execs do feel pressured having to choose between going bigger and staying true to the company’s core values. One side seems to be winning these days and I’m glad to report it’s the one focused on the driving feel, not the money.
In the latest video published by MINI USA on Youtube, we’re shown exactly what drives the company forward. And it’s not SUVs or crossovers that take up the front page, it’s the fun you get to have while driving. That’s their biggest selling point and MINI definitely wants you to know it. For me, the MINI Cooper SE seems like the perfect car for going around town and living in a crowded urban area.
It’s compact, great to drive and, with the electric powertrain under the sheet metal, I’m sure it’s a lot of fun. I didn’t get to drive one yet but will soon and I promise to deliver a full review when I do, in our typical fashion. In the meantime, let’s take a closer look at what made MINI such a big brand in the first place, courtesy of the video below.