The BMW Group is realigning the MINI brand’s product and brand strategy. At the world premiere of the new MINI Clubman in Berlin, Peter Schwarzenbauer, member of the Board of Management of BMW AG, responsi- ble for MINI, Rolls-Royce, BMW Motorrad and After Sales, explained how he plans to develop the brand: “Since its creation in 1959, the MINI brand has al- ways stood for ideas, inspiration and passion. That will not change.
“The new MINI Clubman is the symbol of our refined brand philosophy: We will be concentrating in the future on five core models with strong characters. At the same time, we are opening up to new ideas and new business areas and developing the brand’s visual identity. We are expanding our offering in the premium com- pact class and delivering new services and features, which will make new cus- tomers avid MINI fans. I firmly believe that this comprehensive realignment will enable us to continue the MINI brand’s unique success story.”
