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The decision to bring Mini’s different models to the fore is intended to broaden its appeal and bolster its current growth trajectory. At present, the flagship Mini model, the Hatch, accounts for 69% of all Mini sales in the UK, while the all-terrain Countryman accounts for about 15%. By giving each of its five models their own platform, Mini hopes to achieve greater diversity in its sales mix and encourage consumers to reconsider the brand. The original in the premium segment of small cars has reached its 60th birthday – but it is even younger than ever. It was sixty years ago, to be precise on 26 August 1959, that British Motor Corporation proudly revealed the result of their development activities in creating a new, revolutionary compact car. Fast-forward to the present day, and the effects of rapid technological change, geo-political uncertainty and the financial crash of 2008 have combined to fundamentally alter consumer behaviours. The brand is targeting the same audience that it did in 2001 – namely, affluent urban dwellers in their 20s and 30s who enjoy the fun, freedom and individuality that Mini offers – but the outlook of this audience has shifted considerably. Since the German manufacturer relaunched the quintessentially British car brand in 2001, sales have gone from strength to strength, rising 12-fold to reach more than 302,000 units last year. Yet Peter Schwarzenbauer, the BMW board director with responsibility for the car brand, declares that despite this success, Mini will have to embark on a new direction if it is to continue to thrive.
The brand moved between a series of British owners (see timelines, above), ending up at Rover Group prior to its acquisition by BMW. Today, most Minis are still made in the UK at a factory in Cowley, Oxfordshire and new models incorporate multiple design elements that speak to the car’s earliest iterations. For example, the new Clubman features horizontal double-doors on the boot in the same fashion as the 1970s version of the model. However, Lengning says the strategy is indicative of Mini’s new resolve to move with the times. The rapid growth of brands like Airbnb and Uber has destabilised many legacy businesses, but rather than row against the tide, Mini is seeking to compete on its own terms by encouraging more people to experience its brand.The Mini Brands craze shows no signs of slowing down, with the launch of the highly anticipated Disney Mini Brands Series 2 and Toy Mini Brands Series 3 keeping fans engaged and eager for more. These new series feature an expanded collection of beloved characters and popular toys, providing fans with even more ways to collect and trade their favourite Mini Brands.
We are constantly amazed by the dedication and creativity of Mini Brands fans,” added Will. “Their passion for the brand continues to inspire us, and we are committed to bringing them even more exciting new products and experiences.”
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There must be something special about a brand if it can pass between six different owners in half a century and still be described rightfully as ‘iconic’. In the case of car brand Mini, that special attribute is its ability to reinvent itself. Toy industry experts Silver and Zahn both expect the Mini Brands popularity to continue through this year and beyond. The toy took off as the world suddenly found itself nostalgic for grocery shopping, as the pandemic shifted a lot of supermarket trips to online. Get in on the game that includes 4 Mini Brands Collectable Movers, miniature versions of some of the most popular food brands ever!
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