MINI is a 21st century development of a genuine classic. While it
reflects the styling cues of the old Mini it also offers the very latest
technology available, easily making it the most advanced car of its size
in the market. At the same time ist performance and handling on the road
make it a car that real enthusiasts will love driving.
MINI is set to rekindle the same enthusiasm the buying public felt for
the original car, amongst 21st century customers. It is designed to
appeal across boundaries of age, class and nationality.
Sir Alec Issigonis, the father of the original Mini, presented his car
to the world in 1959, it set entirely new standards in design and was
destined to become a motoring icon, lasting decades in virtually its
concept was simple but ingenious, combining compact external dimensions
with maximum space inside. It was a car for everybody and during its
life crossed all cultural and social boundaries.
years after the first Mini, in 1961, the Mini Cooper was launched,
developed by racing and rally car expert John Cooper. The Cooper name
has been closely associated with performance Minis ever since and
remains a vital element of the new MINI. It is the MINI COOPER which is
the first car in the MINI range to be unveiled.
concept version of the new car was first seen in 1997 at the Frankfurt
Motor Show and after going through the development process the final
production car will be shown at the Paris Motor Show in September 2000.
COOPER will be launched with 14 exterior colors available, with either
black or white roof and exterior mirrors. Standard fifteen inch or
optional sixteen and seventeen inch aluminum wheels are available,
finished in either white or silver. A wide range of chrome trim will
also be available.
research has shown that MINI will appeal to a wide cross-section of
customers - of different ages and from different backgrounds. What they
share is an enthusiasm for driving and the look of the car. However,
there are two particular groups to whom we think the MINI will appeal.
first group is young and affluent, aged between 20-34. They are
experimental in outlook, enjoy trying new things and tend to be
spontaneous and active. They like standing out in a crowd and driving a
car that people notice. They have a keen sense of style and believe a
car says a lot about them. MINI fits their image and their attitude to
life. They look for what's cutting edge, and what's fun and exciting.
second group is slightly older - likely to be 35-50 and represent a more
affluent, yet progressive-thinking household. The MINI COOPER will be
their third, or possibly fourth car for those who wish to add the
sporty, yet affordable MINI to their garage - perhaps even to
"share" with their children.
third group would include classic car aficionados and Mini enthusiasts.
These people have a keen interest in cars and have fond memories of the
classic cars from their youth. They like the overall design and styling
of the new car, and the strength and character of the MINI heritage
appeals to them. Some of these enthusiasts would find the MINI COOPER a
perfect platform to further individualize the appearance and performance
of their car.
of 100,000 units a year are expected worldwide when full production has