MINI turns 10 in South Africa

The strategy of combining advanced drive and chassis technology, uncompromising quality and individual style in cars in this segment has earned MINI its own niche in both the international and local car market. Ever since its launch in South Africa, MINI has sold more than 17 500 vehicles – highlighting dynamic growth for the first premium vehicle in the established small car market segment. 

The MINI History

Reducing fuel consumption was already becoming an important issue for vehicle developers fifty years ago. Back in 1956 the Suez crisis and petrol rationing were major factors for the automotive industry. British Motor Corporation management gave designer Sir Alec Issigonis the following guidelines for a small car: make creative use of the limited space available; accommodate four passengers; and guarantee perfect handling and low fuel consumption. Issigonis penned the first Mini on the back of a napkin and by 1962 – within three years of its market launch – Mini production had already exceeded 200 000 vehicles a year.

Once the world’s rich and famous (Peter Sellers, the Beatles, Brigitte Bardot, Clint Eastwood, Lord Snowdon, Twiggy and others) adopted the Mini as their preferred city car, it rapidly became the symbol of an entire generation. Over the next 40 years the Mini became an icon – a brand with a unique tradition and charm that appealed to all ages.

In a similar vein, local celebrities have come to see MINI as a symbol of a new modern generation over the past 10 years. Well-known icons such as DJ Fresh, DJ Euphonik, 2 Oceansvibe blogger, Seth Rotherham, as well as South African live bands Goldfish and Goodluck, have chosen models like the MINI Coupé, MINI Clubman and MINI Countryman as their preferred everyday cars.

And, with MINImalism, the MINI brand is already offering answers to the CO2 emissions issues of the future with technologies such as Brake Energy Regeneration, the Auto Start/Stop function, Shift Point Display, Electric Power Steering, map-controlled oil pump and ancillary componentsresponsible for MINI’s incredibly low fleet CO2 average of 128g.

“It is unbelievable that we are already celebrating another milestone of MINI in South Africa. Ten years after the re-launch of the brand and since the second generation of the 21st-century MINI hit the roads; its popularity in South Africa and around the globe continues to grow with the arrival of each new model,” said Karen Valle, General Manager of MINI in South Africa.

“Regardless of the body variant or the engine under the bonnet, every MINI boasts a range of characteristic features inspired by the origins and heritage of the brand, a vehicle concept focused on delivering maximum driving fun, an appreciation of individual style and a commitment to premium quality,” Valle added.

The MINI Hatch on sale in 2002

The MINI Cooper and Cooper S Hatch set new standards through their surprisingly agile handling when they were introduced in South Africa in 2002, immediately moving this exciting small car right to the top in terms of driving pleasure. Here, too, these models followed in the footsteps of the classic Mini, but now with a lot more power and performance thanks to the most advanced and sophisticated drivetrain and suspension technology.  Just within the first year of introduction, the MINI Hatch managed to record a sales figure of 898 units.

MINI Cooper S: A South African Guild of Motoring Journalists (SAGMJ) Car of the Year finalist in 2003

After being on the market for only a year, the MINI Cooper S was voted as a finalist in the 2003 SAGMJ Car of the Year Award.

Ongoing success: MINI Convertible launched in South Africa in 2005

The desire to drive a MINI in the open air also came true in South Africa when the MINI Cooper Convertible and MINI Cooper S Convertible was introduced in 2005.  The MINI Cooper Convertible featured a standard five-speed manual gearbox and the 1.6-litre engine with 85 kW and a maximum torque of 150 Nm, which delivered a particularly sporting performance whilst the MINI Cooper S Convertible featured a supercharger and intercooler technology that produced a maximum power output of 125 kW and 220Nm of torque.

Evolution of an original: The second generation MINI Hatch launched in 2007

The second generation of the MINI Hatch evolved in 2007 boasting evolutionary body design, a revolutionary change in the interior as well as brand-new four-cylinder power units. And at the same time new features enhanced both motoring comfort and driving pleasure. The new model generation entered the market in the guise of the 128 kW MINI Cooper S Hatch and the 88 kW MINI Cooper Hatch.

Second generation MINI Convertible launched locally in 2009

The story of open air driving continued when the second generation of the MINI Convertible was launched in 2009. This continued to symbolise the thrill of motoring in the open air and unmistakable style of the MINI brand. Moving up to an even higher standard than its predecessor, the unique features of the MINI Convertible in its segment in terms of design, premium quality, handling, performance, efficiency, and functionality were appropriately enhanced and improved to perfection.

The second generation MINI Convertible featured the new generation of four-cylinder petrol engines with twin-scroll turbo-chargers or, respectively, fully variable valve management. This engine technology generated maximum power output of 88 kW in the MINI Cooper Convertible and 128 kW in the MINI Cooper S Convertible.

Currently, the MINI Convertible is available in three engine variants; the Cooper (90kW), Cooper S (135kW) and the John Cooper Works (155kW).

Modern versatility : MINI Clubman Series, MINI Countryman Series, MINI One Hatch, MINI Coupé and now most recently MINI Roadster followed

With the launch of the MINI Clubman in 2008, MINI Countryman in 2010, MINI One Hatch and MINI Coupé in 2011, and most recently the MINI Roadster, MINI has underlined its status as a distinguished maker of premium cars. MINI’s current model line-up faithfully expresses both the unmistakable character of the brand and the personal style of its customers.

With six models now carrying the MINI badge, the brand has succeeded in meeting the specific needs of various target groups. The luxury of choice created by the variety of models within the MINI family has taken a stage further by the scope for effective customisation that each individual model allows.

Outstanding local advertising

Over the past decade, MINI has expressed its extroverted brand values through some very creative marketing campaigns. In 2005 MINI created a “MINI in a cage” campaign showing a MINI Cooper S Hatch locked in a cage at the Johannesburg Zoo with the words “Please do not feed, tease or annoy the MINI.”

Another creative outdoor campaign was the “MINI Escape” campaign, which showed a MINI Hatch breaking out of a parking building at Melrose Arch in Johannesburg and driving up the wall.

In addition, MINI inspired patriotism amongst South Africans during the 2010 FIFA Soccer World Cup through its “6 Colours to Stand By” campaign which encouraged vehicle owners nationwide to cover their side mirrors with caps showing the South African flag.

It was a few of these campaigns, amongst many others, that expressed MINI as a byword for driving fun, agility, expressive design, premium quality and individuality.

“The portfolio of MINI models has continuously been expanded and there is still a lot more to come,” concluded Valle. She says that later on this year MINI will present yet another model, a seventh member of the MINI family, which is an offshoot of the four-wheel driven Countryman.

Despite the increasing competition in the premium small car segment over the 10 years since it was launched, MINI has maintained its leading position in the market with room to spare.

-Ends-

Media queries:

Edward Makwana

Manager: Group Automotive Communications

BMW South Africa (Pty) Ltd

Tel: +27-12-522-2227

Mobile: +27-83-717-3184

Email: edward.makwana@bmw.co.za

The BMW Group

The BMW Group is one of the most successful manufacturers of automobiles and motorcycles in the world with its BMW, MINI, Husqvarna Motorcycles and Rolls-Royce brands. As a global company, the BMW Group operates 25 production and assembly facilities in 14 countries and has a global sales network in more than 140 countries.

In 2011, the BMW Group sold about1.67 million cars and more than 113,000 motorcycles worldwide. The profit before tax for the financial year 2011 was euro 7.38 billion on revenues amounting to euro 68.82 billion. At 31 December 2011, the BMW Group had a workforce of approximately 100,000 employees.

The success of the BMW Group has always been built on long-term thinking and responsible action. The company has therefore established ecological and social sustainability throughout the value chain, comprehensive product responsibility and a clear commitment to conserving resources as an integral part of its strategy. As a result of its efforts, the BMW Group has been ranked industry leader in the Dow Jones Sustainability Indexes for the last seven years.

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