MINI aims high in quality growth with 'big love' for the future

Highlighting "big love for the planet, people, progress and brand", the iconic MINI brand of BMW Group is upgrading its brand strategy, focusing on sustainability, inclusiveness, digital innovation and sound product planning.

With efficient use of space and energy, MINI has been practicing the concept of sustainability since its birth in 1959, according to the brand.

To cope with the widespread gasoline shortage back then, MINI was created by Sir Alec Issigonis to ensure low fuel consumption while not compromising space and handling.

Providing 80 percent of the interior space for passengers and leaving 20 percent for machinery, MINI created the classic people-centric "20-80 rule".

As a pioneer in urban mobility, MINI is committed to achieving BMW Group's sustainable strategy. By the early 2030s, MINI will be the first brand of BMW to go all-electric.

To achieve this, MINI is sparing no effort to reduce carbon emissions across its whole value chain.

As planned, by 2030, MINI will reduce average carbon emissions per vehicle during its life cycle by 40 percent compared with 2019. Of that, the supply chain is expected to cut carbon emissions by 20 percent, the production stage by 80 percent and the in-service stage by 50 percent.

It is also worth mentioning that up to now, MINI's global production has reached zero emissions, according to the brand.

In addition, MINI will adopt more innovative and recycled materials for its vehicles in the future.

The concept model MINI Vision Urbanaut has displayed the brand's determination to produce "green" automobiles. The concept model, without any leather or chromium alloy, makes no compromise to superiority and exquisiteness.

MINI estimates that by 2027, the proportion of MINI electric vehicles in the global market will reach 50 percent, and will be even higher in the Chinese market.

China is a key focus of MINI's global strategy. Starting as early as 2023, MINI will present a new generation of all-electric models. The models are being developed from the ground up for pure electric mobility and are being produced in China.

According to the brand, looking ahead, MINI will continue to update its product lineup in China, to further solidify its presence in the country and expand its user group.

Upholding "we are all different, but pretty good together", MINI has launched a series of innovative brand experience activities, to establish contact and resonance with its customers, and build a brand of inclusiveness.

In 2019, MINI created THE COOPERS community platform exclusively for MINI owners across the world, encouraging MINI owners to upload their original content and become spokesmen for MINI and themselves. The platform has gathered more than 1.6 million fans.

Regarding MINI owners and enthusiasts as ground for development, the brand is amplifying its customer-centric strategy in China, with more innovative activities to be held to help link more Chinese customers.

In the context of the rapid growth of global digitalization, MINI has never stopped evolving, especially in terms of digital innovation, according to the brand.

Coupled with digital functions, MINI's unique go-kart-like driving experience is expected to be amplified, with the driving experience further improved, according to MINI.

At present, MINI owners can book dealer services via an onboard digital system, and can even order a cup of coffee from in the vehicle.

The MINI App, developed by the brand, works to help support THE COOPERS, gathering users from all over the world.

The MINI App has nearly 100,000 users in China.

The MINI App is expected to be upgraded in January 2022 to improve its functions and user experience.

MINI has become one of the most successful brands in the premium compact segment, accounting for 40 percent of the segment's sales.

Since entering the Chinese market 18 years ago, MINI has strengthened its development and China has become MINI's fastest growing market in the world.

With five models available in the Chinese market, MINI has experienced growth despite fluctuating market conditions due to such factors as the COVID-19 pandemic and chip shortages.

In the first three quarters of this year, MINI had a sales volume growth of 22.5 percent compared with the same period in 2020. Of that, MINI sub-brand JOHN COOPER WORKS showed its strength, with a year-on-year sales growth of 148 percent.