Mini’s Electric Scooter Has the Car Brand Gone Too Far? TIME

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Everyone knows the as a British icon of the 1960s, the car that zipped around the in the Michael Caine classic The Job . The look has evolved since but it’s kept its retro and built up a global base of fans. So when the company that it had a new design concept to off, Mini lovers were abuzz with over what the new car would like except that it a car at all. it’s an electric

We expect that people turn more and more to transportation in the future, said van Hooydonk, senior vice of BMW Design, at the Sept. 23 unveiling at Vinyl Factory. City is becoming denser and denser and four wheels just practical. The revelation has provoked reactions.

Critics charge that which acquired Mini, is the brand too far; appreciators are the scooter’s praises for its eco-credentials. But all are When is a Mini not a Mini? pictures celebrating 50 years of the

This isn’t the first BMW has been accused of mangling the The new Mini Scooter E, which is as yet a concept vehicle, is the latest in a of Mini mashups that included the Crossover, the first to measure over 13 ft. long; the Beachcomber, a buggy-style car; and the Coupé. Before the Scooter E, the recent and most controversial to the Mini family was the Countryman, a that went on sale in September.

The massive Mini is at drivers who have been put off the cars in the past because of limited size and at Mini who have outgrown the hatchback or the

When the Countryman was unveiled at the Motor Show in March, rooms were bursting outrage. Why do they keep on calling these things asked one person on autoexpress.co.uk. a trade mis-description. hideous Another exasperated commenter to know: What are BMW doing?! A complaint is that, by making the bigger or giving it only two designers are moving too far away what made the Mini so in the first place: it’s

The thing about car buying is although to some degree about buying something to get you A to B, it’s also very about a statement of your says Michael Tyndall, an specialist at Japanese investment Nomura. It’s about that particular car or brand to the rest of the world. Minis are for the critics argue, the urban, the who travel with nothing than a friend and a few sandwiches.

But a large, practical Mini? for soccer moms. (See the important cars of all time.)

To see the dangers of trying something BMW could look at the story of the car. A collaboration between the AG car corporation and the Swiss watch Swatch, Smart specializes in two-seater city cars. first decided to expand the in 2003, with the Roadster, a sports car, and then the ForFour, a more conventional hatchback, which was launched in Both cars failed and had withdrawn from production by


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Daimler came very to scrapping Smart, until the CEO Zetsche decided to save it by the brand to go back to making much loved micro

BMW’s van Hooydonk admits brand-bending designs like the E and the Countryman have the potential to spectacularly. Any new product for which is no predecessor, where you don’t any reliable data, is always a he says. But then, nobody was successful in business without risks. He’s not worried, about any long-term damage to the

In fact, he believes mixing it up is what Mini needs and it hurt yet. Up until now has very much been one car, he says. I think you can begin to speak about as a brand now that there are new Besides, van Hooydonk points all the new designs stay true to the Mini ethos in that, with their competitors, is, well, mini: Whatever segment we are going to enter, the will be the smallest offering. more on the Mini’s charge of the brigade.)

Van Hooydonk appreciates, however, when it comes to messing Mini, the car has millions of devotees who defend it passionately. Mini just have customers, he Mini has fans. David head of the British Mini is one of them.

He has no problem with the of the Mini family. For him, a big of the classic Mini’s appeal was how it the boundaries of what a car was. We forget that when the Mini came out in ’59 it was a he says. It was the first car that was drive with a transverse But Hollis’ heart still to the original.

I will absolutely, 100%, stay true to the old Mini, he If it wasn’t for the old Mini, we wouldn’t be talking today.

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