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November 29, 2005

USA: Mini decides not to tamper with its icon

According to Automotive News Europe, Mini will follow a formula successfully followed by Porsche for the past 50 years: Don’t tamper with an iconic design.

According to Automotive News Europe, Mini will follow a formula successfully followed by Porsche for the past 50 years: Don’t tamper with an iconic design.

As Mini models are redesigned this decade and next, there would be no radical exterior styling changes to create a completely different look for the Mini, said the brand’s vice president of brand management Kay Segler.

The Mini look will not become stale, he said.

“If someone would say that a 911 Porsche should be totally different because [that styling theme] has been around for many years, the customers would say, ‘No, that [styling] is still fresh’ ”and has become part of the car’s character, said Segler in an interview at Mini parent BMW’s US headquarters.

Pointing to the success of Porsche and Mini, Segler said, “some brands and some products need to do things differently.”

But Segler said the Mini’s insides might see major changes as it evolves over the coming years.

“Maybe you could be more adventurous when it comes to the interior,” he said.

The styling theme created for the Mini 45 years ago and adapted to the current car continues to remain very popular.

Segler said the proof is the brand’s sales and continued demand for the car.

Depending on the country, Mini customers wait two to six months for delivery.

This year Mini expects to build more than 200,000 units this year, up from 189,492 in 2004.

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