Automobile News asked Peter Schwarzenbauer, BMW's Board Member in charge of MINI, about discontinuance of the Roadster, Coupe and Paceman. It received some interesting responses, like:
What is the advantage of the change?
It is important that the models are clearly defined and our customers know what each model stands for. A wide range of different variants doesn’t make sense. We will concentrate on five core models, which we refer to as “superheroes.” 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. I’m quite convinced of this. Now we will prove that this strategy works.
