Mini plans to reduce lineup to five ‘superhero’ cars

BMW has decided that Mini has gotten too big and will shrink the compact brand’s lineup to five models from eight.

The move reverses course after Mini rolled out a series of quirky derivatives like the coupe and roadster two-seaters in recent years. While that strategy sustained sales growth, it added cost and complexity.

Over the long term, Mini will focus on “superhero” vehicles like the three- and five-door versions of the basic hatchback, the Countryman crossover and the Clubman wagon, which will be revamped next year, Peter Schwarzenbauer, the brand’s chief, said Wednesday.

“Like a superhero, each of these cars has its own personality and unique capabilities,” said Schwarzenbauer at an event near BMW’s Munich headquarters. “It is important to find the right balance between growth on the one hand and profitability on the other.”

BMW reintroduced Mini ― a 1960s-era British icon ― as an upscale compact in 2001 to target increasing numbers of well-off urban consumers. Since then, there’s been a steady stream of trendy city cars like the Audi A1, Fiat 500 and Nissan Juke, putting pressure on Mini to differentiate itself.

“Mini now faces competition in areas where it previously stood alone,” said Schwarzenbauer, who took charge of Mini last year after previously heading sales at Audi.

Three to four current models will retain their place in the brand’s lineup, which now includes the two-door Paceman crossover and a convertible. He didn’t say which Mini models will be cut and didn’t give a timeframe.

It’s not all backpedaling. Mini will offer an electric vehicle “soon” as zero-emission driving likely will become a must in many downtown districts around the world, the BMW management-board member said. An electric car could be modeled on the sleek Superleggera concept showcased at the Paris Motor Show in October.

Mini introduced the third-generation of its basic hatchback, known now as the Hardtop in the U.S., in 2013. Demand for the car will help the BMW unit match last year’s sales record of about 305,000 vehicles. With the addition of the new Clubman, Schwarzenbauer anticipates a “significant” increase in sales next year.

In addition to revamping its lineup, Mini is looking at more customization options and alternatives to sales through traditional dealers. (Bloomberg)