Slowly but surely, BMW's Mini line has grown bigger and bigger, not just in popularity but in size, too. Remember the positioning of the original Mini Cooper? If you owned a Mini Cooper, finding a parking spot would never be a problem again. The brand was new, different and created a significant buzz.
That all changed though as the Mini grew quite a bit bigger in size. The brand still generated a buzz, particularly as demand usurped supply, but the company has continued to move away from its original brand positioning by launching the even bigger Clubman to its product line.
Perhaps BMW has finally seen the light as MotoringFile has reported that the company plans to develop a smaller Mini for release in 2011 or 2012 according to AutoBlog. With a smaller size should come a smaller pricetag, too. Sounds like a good strategy for BMW to bring a resurgence of popularity to the Mini brand, but will it come too late? What do you think?
I know there are a lot of Americans who, contrary to the stereotype, like smaller cars. I had a Geo Metro my last year of high school and loved being able to fit into a tight but well-placed parking spot in the school lot. Hopefully BMW will take advantage of that kind of taste.
Posted by: Easton Ellsworth | September 19, 2007 8:34 AM | Permalink to Comment