BMW aims to sell new Mini Countryman to families

Mini is known for its unique retro-chic appeal which is perfect for the unhip, trendsetters, and post-materialist crowd. But with the new Mini Countryman, Mini tries their hand at a different target market: families.

The Mini Countryman’s four doors and additional space not found on any other Mini vehicle makes it very useful for families who cannot fit in the usual Mini car. It also has a larger radiator grille and drawn-back headlights, unlike the round shaped one that Mini vehicles usually have.

Mini product manager Hans-Joachim Leonhardt says: “Our main aim is to unlock a wholly new target audience. Young families with kids, sporty youngsters, folks from modern milieus — everyone can now drive a Mini.”

After the low sales of the MG Rover Group in 2001, the Mini Countryman is part of the revamp of the entire Mini fleet. So far, the sales are doing better. Since the revamp, Mini has already sold 1.7 million units. They attract people who want the same BMW quality in their vehicles, but might not have the budget for a BMW yet.

The Mini Countryman features an expanded leg and storage room in the back will go on sale this September 18, 2010. It will sell at US$25,680 in Europe. It will directly compete with Toyota’s RAV4 SUV and Nissan’s Qashqai, Leonhardt said. German rivals include Volkswagen’s Golf and the Yeti SUV from VW’s Skoda unit.

The refreshed regular Mini will be sold for 15,550 euros. Mini is expecting the Countryman to make up at least 20% of their sales.

Source: Autonews