MINI’s efforts to evolve and step into the 21st century are going to accentuate, the officers from Oxford are speaking increasingly a few new strategy. The objective is to make it possible for clients nonetheless know that they’re taking a look at a MINI whereas on the identical time, acknowledging the design as modern greater than harking back to occasions long gone. No less than that’s what the MINI VP, Sebastian Mackensen stated on the Frankfurt Motor Present, chatting with the media on the sidelines.
On this regard, the British model employed new blood within the particular person of Oliver Heimler, who joined the staff leaving Designworks behind and taking on the place of head of MINI design earlier this yr, changing Anders Warming who went off to Borgward to assist them come again to life. Heimler can be main the way forward for MINIs and his objective can be to verify the model stays true to its core whereas additionally interesting to a brand new technology of individuals.
“The design is of utmost significance as a result of Mini is a way of life model,” Mackensen stated to Car Advice on the sidelines of the 2017 IAA. “I don’t like that phrase an excessive amount of… however within the which means of that phrase it’s a life-style model you don’t purchase transportation, if you are going to buy a Mini if you wish to drive from A to B, you should purchase many alternative automobiles if you wish to try this for smaller price… so in the event you drive a Mini you purchase emotion and driving enjoyable and also you additionally purchase a sure assertion and belonging to a model, and a part of that model assertion is not only the heritage and historical past of the model however clearly as properly the design.”
Speaking about Heilmer, Mackensen additionally added that his private take would possibly give the vehicles a brand new model however they need to nonetheless be simply recognizable as MINIs even by a 6-year outdated: “If [the 6-year old] wouldn’t see a Mini driving round a nook and wouldn’t say a Mini, we might’ve made a mistake within the design however that doesn’t imply a Mini must look the identical for 20 years in a row, that’s a superb line and I believe we have to progress, each model each design must progress however it’s worthwhile to have sure anchor factors and staples that you just shouldn’t play with.” As for a way and during which route the model will evolve, stays to be seen, however we’re hoping to see extra of what the Electric Concept confirmed.