Posted 08 September 2010 - 01:09 PM
First off, marketing a vehicle as an old brand name was not the invention of the MINI. In fact the beetle did it in 1998... 3 years earlier than the Mini. And as the Germans cannot seen to be standing still, BMW were effectively forced to use their "ace", the Mini name they had bought in 1994 (7 years before the launch of the MINI), and using a concept that had been on the rover drawing boards since 1993 (and before the BMW takeover).
But at least that concept was actually compact... or "mini".
If the MINI is such a good car, then why does BMW not use it's own name, supposedly synonymous with quality, on the vehicle?
Going back to the new beetle for a second, it seems that not only to they attend classic dub shows (and from what I read, with the same distain that the MINI has), they also attend audi meets! Do any of the MINI owners go to BMW owners days?
Secondly, to the falling sales at the end of the Minis life... what do you expect? It was a small car, commanding a premium price, and yet averagely specced compared to the other superminis of the time. You could buy a Fiesta with aircon, leccy everything, and a more economical engine for the same money. Yes BMW "allowed" it to be revived, and we kind of thank them for that, but to expect them to sell at 300k+ units a year is just pie in the sky.
As for the MINI changing small car design... It's the size of a fiesta (introduced in 1976!) or Polo (introduced in 1975). Sure, compare one of the originals of those to a MINI, and they are outclassed. That's evolution. But the Fiesta and Polo are still going and have evolved into the same type and spec as the MINI. And I know what's coming here... "Isn't the MINI an evolution of the Mini?". for me, no. It doesn't live up to the same concept. The Fiat 500, and many other superminis have shown that a small safe car that meets todays safety standards can be smaller than the Mini. Even the new new MINI is smaller! So why wasn't that done in the first place?
Then there's marketing... Making a film using 3 MINIs running around LA... going rallying... I've never seen those original marketing concepts before... And does the treatment of the "trademark" count under marketing? Putting grannies out of business for making cushions... says it all to me about the corporate attitude of the owners of the name, and why most people here will never view the MINI in any sort of the same light as the original.
Sorry, but the Mini name is basically used by BMW as a commercial exercise. It uses the heritage, history and trust built up by the original (a fact even BMW acknowledges), and for me, and i guess many people here, is a purely cynical attempt to cash in. A BMW 0.5 would be the same car and treated with the same respect AS A PRODUCT. As a Mini, it fails.
As for the owners, I guess it's like any walk of life. People that are passionate about their MINIs, I have respect and time for. People that have a rude and arrogant attitude, know where they can go.