The domestic MINI is getting closer and closer to us, and in recent years, a pure electric version of the MINI camouflage car has been captured, which is a domestic MINI produced by the Great Wall and BMW. Its appearance still retains the unique design of the MINI, but looking at the pictures, it seems to have been lengthened.
In the era of new energy, the MINI brand is also actively transforming. MINI has announced that by 2030, MINI will be completely transformed into a pure electric vehicle brand. However, I think that the advent of the new energy era has gradually eliminated the traditional advantages of MINI, and even if it is domestic, it will not save MINI.
First of all, the essence of MINI is actually manipulation. Although many girls like the appearance of MINI, but the value is not the essence of MINI, the real essence of MINI is the control, MINI's first model was born in 1959, and then its mini cooper model won no less than 153 races in 1962, and the mini cooper s model launched later won three Monte Carlo rally championships.
Later, after the MINI brand was acquired by BMW, it also incorporated the essence of BMW's handling. Including the engine, the gearbox is also shared with BMW's models for use. In addition, it is a small car in itself, so its handling is very good, and it is indeed very rare in small cars.
However, after the arrival of the new energy era, the control is good, and this advantage has gradually disappeared. Because new energy vehicles, especially pure electric vehicle batteries, are tiled under the floor, the center of gravity is very low, and the stability of the body can be ensured in the extreme control state. Plus pure electric vehicles do not require the power transmission of the gearbox. The motor can bring a more direct acceleration feeling. So now even independent brand manufacturers, to create a 200,000 yuan level of new energy models, in terms of performance can be 300,000, or even 400,000 joint venture brand fuel vehicles.
Second, the essence of MINI is brand culture. MINI is the only car name in the world that is used as a living term, and mini adheres to the brand philosophy of simplifying complexity with the image of a classic British small car, becoming synonymous with miniature and miniature. In the eyes of many people, mini is not only a car, but also a life, a culture. We can find a lot of British elements from the MINI model, such as the headlights and the "meter flag" image on the roof. As we all know, the rice flag is an element of the British flag, which also reflects a brand confidence and a cultural belief.
However, after the popularity of the national tide culture, the proportion of Chinese to buy domestic products is getting higher and higher. And slowly transition from low-value commodities to high-value commodities. For example, young people used to like to buy Nike, Adi. But now Anta, Hongxing Erke can also set off a consumer buying frenzy. For example, in the past, users still bought Samsung, Sony's mobile phones and TVs, but now, Huawei, Xiaomi has become the first choice of consumers. Even in the field of automobiles, independent brand cars are also building high-end brands, Hongqi, Weilai have very good models, and have become the light of China's nation, going to the world. So in the context of such an era, who wants to drive a car with obvious "British" traces on the road?
Perhaps countries that were once influenced by British culture, or countries that were once British colonies, still have more respect for Britain. For example, the United States, India, Australia, New Zealand. But the only things China can relate to are the Opium War, the seizure of Hong Kong, and the use of U.S. sanctions against Huawei. So today's young people may not have a strong liking for cars with obvious British traces.
Third, the essence of MINI also lies in the appearance, for people who do not understand the MINI brand culture, especially some girls, they only like the appearance of MINI. But that's exactly what MINI is most prone to becoming obsolete. Today's self-brand car design, I think not at all lost to MINI, and the price is not even half of the MINI.
So in the end, I think that even domestic production can't save MINI.