BMW USA is positioning the new MINI Cooper, on sale from March 22, as a premium small sedan yet it has priced the car at a competitive $US16,850 plus tax, writes John Rettie from the car#;s press launch in San Francisco.
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The supercharged Cooper S, which goes on sale at the same time as the Cooper, will start at $US19,850. Both cars come with air conditioning, six airbags and a six-speaker stereo system. Alloy wheels are also standard while a white or black roof is available for no extra charge.
Larger alloy wheels, upgraded seats, leather upholstery, sunroof and a number of other options are available as individual options or in packages. Even a Union Jack or a Stars and Stripe flag decal on the roof is available.
A few months after launch, a CVT automatic transmission with a six-speed Steptronic semi-automatic mode will become what is expected to be a much-chosen option in a country where a minority of drivers, even enthusiasts, opt for manual transmission.
In keeping with the MINI#;s premium image the new car comes with a comprehensive four-year/40,000 mile warranty plus free maintenance for the first three years or 36,000 miles.
Research showed that the MINI would appeal to those living in major metropolitan areas so BMW decided to concentrate on those areas with just 70 dealers (compared to the minimum of 700 needed to cover the whole country for a mass market vehicle).
This select group of BMW outlets have all had to build separate showrooms to sell the car and its large collection of accessories and 50 of them will be open on launch day.
Demand is expected to exceed supply, and possibly lead to price gouging as US law does not limit retail prices charged for cars. One California dealer reports he already has a 15-year-old boy and a 72-year old woman on the waiting list.
