Mini to reposition itself in premium compact class

Mini has announced plans to position itself in the fast-growing premium compact class as it launches the new, larger Clubman range.

Market studies forecast annual growth of 4% for the premium compact segment, which will account for more than 27% of the total global premium passenger car market by 2020 - a trend Mini aims to capitalise on by moving upmarket.

Peter Schwarzenbauer, member of the board of management of BMW AG, responsible for Mini, Rolls-Royce, BMW Motorrad and aftersales, said: “We are expanding our offering into the premium compact class, which will attract new customers and avid Mini fans.

“I firmly believe that this comprehensive realignment will enable us to continue the Mini brand's unique success story."

After a strong start to the year with double-digit growth, Mini delivered around 163,000 vehicles in the first half of 2015.

"We are heading for the best June in Mini history, meaning our sales will be up more than 20%," said Schwarzenbauer.

"We will carry this momentum forward into the second half of the year and I am optimistic that Mini will achieve a new sales high in 2015."

After the Mini relaunch under the BMW Group in 2001, sales increased fivefold in the first year. Today, annual Mini sales are roughly 12 times higher.

Mini said its customers increasingly choose a higher level of options. The company expects the percentage of sporty Cooper S models to account for up to a third of sales, depending on the model series, over the medium term.

The share of ultra-high-performance John Cooper Works models is set to almost double to 5% of the Mini model range.

Schwarzenbauer added: “We will concentrate in future on five core models with strong characters. We will open ourselves up to new ideas and new business areas. We will develop the brand's visual identity.”

Mini will also launch DriveNow - a car-sharing product for private vehicles – next year.

Schwarzenbauer said: "Society and the automotive industry are undergoing radical change. Mini customers are among the most progressive, open-minded target groups. So it makes sense for us to offer a car-sharing option for Mini starting in 2016."

A new optional equipment package will enable customers to make their vehicle available to DriveNow when not in use.

This option will initially be available in the US in 2016 and later in DriveNow cities. In a further step, Mini will also enable a new form of vehicle lending (‘peer-to-peer car sharing’) for a defined circle of family and friends.