MINI as a unisex boutique small car, in the market has been a very unique product, with a long brand history, sportiness, and cute appearance has won a large number of users love, can spend 200,000 or 300,000 to buy a small car, MINI has been transformed from the attributes of transportation into a large toy.
Recently, the professor received heavy news about THE future product planning of MINI from relevant channels, indicating that BMW MINI will produce 4 new cars in China, including two fuel version models and two pure electric versions of MINI created by the Great Wall and BMW joint venture beam cars, while also retaining the sales of MINI imported models.
According to the news currently available, the mini fuel version model in the bmw Brilliance internal code name may be "u28", is expected to be a new generation of MINI fuel version products, the project is currently in the internal promotion of preparations, it should be noted that the future Shenyang domestic MINI is all fuel version of the model.
Pure electric MINI exposure photo
According to the BMW Group's plan, the MINI brand will be transformed into a pure electric brand in 2025, so the new MINI pure electric version and another MINI brand pure electric SUV will continue to be put into production at beam cars' factory in Zhangjiagang, Jiangsu Province. The BMW Group's plan is to increase the sales volume of the MINI brand in the Chinese market through the launch of more new products.
MINI currently has three series of models on sale in China, including the ordinary version of MINI (including three-door, five-door, convertible version), MINI COUNTRYMAN, MINI CLUBMAN, and provides the corresponding JCW high-performance version.
From the current market performance, the monthly sales of the MINI brand in the Chinese market are about three thousand, which seems to be not brilliant, but because of its positioning as a delicate personality model, and the price is not low, it can be seen that it already has a certain user base, brand effect and product premium capabilities.
However, the professor does not think that the price of the domestic MINI will drop a lot, and will only be slightly reduced. Because as a niche brand under BMW, it still needs the price to maintain its brand status. After all, as a delicate small car, its audience is already small, even if the price is cheap, it will still not be the model that most users will choose.
This also means that MINI domestic production will not become a explosive train type, after all, the price is there. However, if the price of the pure electric version of the MINI is around 150,000, it may be more popular than the fuel version of the MINI. Because pure electric vehicles are more suitable as the second car of the family, then pure electric MINI is just in line with the needs of users, and now the demand for pure electric cars in first- and second-tier cities is getting bigger and bigger, coupled with the blessing of the MINI brand, there will definitely be a good response.
For BMW, MINI in China is bound to promote the growth of sales of the entire BMW Group, and in the era of electrification, traditional brands are also seeking breakthroughs in the field of new energy, and creating a pure electric version of MINI is an important step for the future transformation of MINI into a pure electric brand. For MINI, the localization of more models can further consolidate the brand position and attract the attention of more consumers!