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Davenport Run - Saturday July 13, 2024

Join the Norcal Minis club for an epic drive from San Jose through the scenic Santa Cruz Mountains! Enjoy stunning vistas and wine tasting a...

What Does MINI Have In Mind In Cutting Back To Five Models?

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.