How big can a Mini get and still be true to its name? Car buyers may soon find out.
The Clubman wagon, the newest model in BMW’s Mini’s line, is 14 feet (4.3 metres) long, which is more than 12 inches bigger than the model it replaces and even larger than the brand’s Countryman sport utility vehicle. At the New York International Auto Show this week, Mini will show off an all-wheel-drive version. And when the new Countryman comes out in the next couple of years, it too will grow and may leapfrog the Clubman in size.
What’s going on is an identity crisis for a boy racer brand that’s trying to stay relevant in the age of the SUV. When new Mini ads brag about ride comfort and practicality, it’s clear that serious change is afoot. The challenge for the automaker known for its small, zippy cars will be how to broaden its appeal without losing the diehards who brought the moribund British marque back to life in 2002.
“They are definitely reaching a new audience,” said Ted Marzilli, chief executive officer of YouGov’s BrandIndex, which measures brand and advertising strength. “The question is whether all of their customers will come along for the ride.”
Mini executives say the brand needs to change. Not only are Americans flocking to SUVs as fuel prices have plummeted, but German luxury models are competing on Mini’s turf. BMW has its tiny 2 Series, Audi has the A3 compact car and Mercedes has its CLA coupe. While not considered a luxury model, a Clubman can easily cost more than $40,000, meaning that Mini is battling those companies for the same wallets.
Mini’s image as a tiny car also has held it back, according to brand executives. The vehicles are actually quite roomy for their size. Even 6-foot-10-inch Randy Johnson, a Hall of Fame pitcher, can comfortably drive one, but no one knows it, said Tom Noble, head of Mini brand communications in the US.
“A lot of people never considered Mini because they think the cars are too small,” Noble said. “We’re trying to open the brand to people who need something more functional.”
Noble says the bigger Clubman is still fun to drive, but not everyone agrees. When the hosts of the UK show “Top Gear” took it for spin, they said the car is “not as agile as any Mini you’re used to, and fairly staid and numb to punt along in.”
The Mini that Americans are used to, began its rebirth in 2002 with the two-door Cooper, a swift and tight-handling go-kart that was red hot when it debuted. Mini generated serious buzz after the Cooper starred in the 2003 film “The Italian Job,” in which actors Mark Wahlberg and Charlize Theron run high-speed chases through Los Angeles.
The cars were in such demand that dealers were charging full price. In 2004, Mini added a convertible — not exactly practical — and sales climbed to 41,000 in 2005 from 36,000 two years earlier.
The Clubman came out in 2008 and US sales exceeded 54,000. Mini kept adding new models, such as a sporty roadster, the Countryman and the two-door Paceman SUV. Sales peaked in 2013 at more than 66,000, but as gasoline prices fell, so did sales. In 2015, Mini’s sales of 59,000 accounted for about 15% of BMW’s US total.
Fuel economy used to be the No 2 reason people bought Minis, after sporty driving. Now it’s reason No 12, Noble said.
The Mini is known first and foremost as a tiny car, Noble said. But it’s also thought of as a vehicle for young women or for gay people. That’s why the automaker decided on a Super Bowl ad that would try to dispel stereotypes about the brand.
The ad featured superstar athletes and entertainers who defiantly challenge the conventional wisdom. “It’s a chick car,” says tennis star Serena Williams, looking tough. “It’s a gay car,” says lesbian soccer star Abby Wambach, looking disgusted at the notion. “This is a short man’s car,” says the lanky Johnson, who can fit in the Clubman.
At the end of the spot, tough-guy actor Harvey Keitel says, “This car doesn’t care what you call it.” The point: Mini can be for anyone with discerning taste.
The ad got a lot of buzz. In January, before it ran, 2.6% of new-car shoppers considered Mini. As the commercial has run through March, that number has grown to 3.4%, according to YouGov. During the same time, the percentage of television viewers who have seen Mini’s advertising doubled to 10%.
Noble said the Clubman is evidence that Mini is maturing. Some original Cooper buyers now have families, so the company made the car more luxurious inside. Some core buyers may still only want a sprite two-door Cooper, Noble said. But the brand will continue to go bigger, and the next Countryman could test the limits.
“The challenge is growing up without losing our appeal and making the brand stand for something more than a car brand,” he said. “The challenge is how to make an SUV that is still a Mini.”