The basic idea rattling around inside all of BMW — including BMW’s Mini brand — can be boiled down to this: I love everything about you, now change.
The nose of the new Mini Clubman
BMW will argue this is nonsense, that its massive investments in “green” and connected technologies are entirely consistent with the brand’s “Ultimate Driving Machine” promise. What is indisputable is that BMW built its empire on selling high-horsepower, beautifully balanced performance machines for wealthy, brand-conscious buyers. The concepts we’ve seen lately suggest BMW is shifting its focus to connectivity and electrification. Massive change is afoot.
At Mini, the reinvention began about four years ago. The current Mini transformation has had everything to do with cleaning up a disparate and incoherent collection of niche models that sprouted up willy-nilly during the years since Mini re-launched under German ownership in 2002.
Driver’s seat view of the Mini Clubman. To the right and down low is the controller for infotainment and vehicle functions. Way low.
By model year 2015, Mini had three-doors and five-doors, a convertible, a coupe, a hatch, a roadster and two Mini trucks, the Countryman and the Paceman – not to mention the many Mini model variants, including the racy John Cooper Works (JCW) cars.
But as early as 2012, Mini’s bosses had recognized that this hodgepodge of Mini models lacked continuity, an integrating thread and a clearly defined, narrowly focused brand promise. One very senior Mini boss told me that his team was appalled to see what Mini had become, despite record sales (338,466 last year).
While imitation is the sincerest form of flattery, for Mini it had also become a nightmare. Years back, the Mini people looked around and saw what one corporate type called “interesting, quirky small cars,” many of them Mini clones.
The controller: in an awkward place and it operates a system design that is not intuitive.
Thus, Mini had ceased to be novel and interesting. It had become the greybeard of the so-called happy car brands.
Something else happened, too: a chunk of the public began to see Mini as a brand for young women and gays, branding expert Eric Noble told Automotive News. To Mini’s credit, the brand has not run away from this, as U.S. Super Bowl ads attest.
But Mini did not want to be stereotyped as STRICTLY a small car brand for chicks and gay people. Mini wants to be seen as a trend-setter, with cars that are entertaining to drive.
So Mini is paring its lineup to the Mini Cooper hardtop – including a five-door variant — the convertible, Clubman and Countryman. The Paceman is being phased out.
Mini Clubman.
A fifth Mini model is coming. A compact sedan is possible, though Mini bosses say that body style wouldn’t fit with the brand. A production version of the Superleggera Vision roadster concept would be a perfect fit, but making a profit on a low volume Mini sports car is almost impossible.
For the present, the new Clubman station wagon is the freshest Mini. As a styling exercise it’s brilliant. It’s also big – bigger than the current Countryman at 4300mm (188 inches) long, 304mm (12 inches) bigger than the old Clubman.
Pricing ranges from the mid-$20,000s to about $30,000, before options. My tester has nearly $10,000 worth of extras. A $40,000 compact car? Pricy.
This Cooper S has a 189-horepower 2.0-litre turbo four with silky responses and in my tester was mated to a very good six-speed manual gearbox – easy, short throws. An eight-speed autobox is also available. The car is quick and able to dart through city traffic, though BBC’s Top Gear says it’s “not as agile as any Mini you’re used to, and fairly staid and numb to punt along in.”
Meanwhile, the seating is outstanding, the cabin surprisingly roomy. The refrigerator doors at the rear are functional. The whole package is nicely done…except for the infotainment/systems interface.
Generous cabin space for a compact wagon.
Why do BMW’s engineers and designers struggle so mightily to create a simple, intuitive way to control a modern car’s functions? This problem dates back more than 15 years, to the first version of the dreaded BMW iDrive. The Mini system is not first-gen iDrive, but the controller is buried way down low on the centre console and the number of inputs required to do even simple things is absurd. Ugh.
Overall, though, this Clubman manages to make an emotional connection with the driver – and, really, anyone who experiences it. So far, the Mini plan is working.
The Superleggera Vision roadster concept. Is a production version of this roadster in Mini’s future?
2016 MINI CLUBMAN S
THE LOOK: We have a big Mini here, a four-door wagon. Purists will hate the very sight of such a hefty Mini, but the proportions work. They do. The design is balanced and clean, low to the ground, with big wheels and plenty of glass. The designers kept the sheetmetal clean – a good thing.
THE DRIVE: The turbo four-cylinder spools up nicely, providing lots of power. The manual gearbox is slick, braking strong. The steering could deliver more feedback. Overall, nimble.
THE NUTS AND BOLTS: Mini benefits from access to the BMW parts bin and its obvious here. The refinement of the engineering is really something.
THE CABIN/STORAGE: The space is roomy enough for four adults and the cargo area is back is large. The refrigerator doors at the rear are novel. The infotainment interface is awkward to use, not intuitive. Seats are excellent. The instruments and readouts are visually clear.
THE BRAND: The Mini brand has obvious appeal. It’s emotional. This is a strong brand that commands a premium.
WHY BUYS? Millennials with money, Gen X looking for something completely different and Boomers with energy.
Price: $28,990. As tested: $38,420.
Engine: 2.0-litre four-cylinder (189 hp/207 lb-ft of torque).
Transmission: six-speed manual (or available eight-speed automatic.
Fuel economy (litres/100 km): 9.4 city/7.0 highway using premium fuel.
Comparables: Volkswagen Golf GTI, Audi A3 Sportback, Fiat 500L, Ford Focus ST.
