MINI COOPER: A Modern Interpretation Of An Automotive Legend 
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The new Mini at the Paris Auto Show

Photo: Automotive Intelligence

The MINI is a 21st century development of a genuine classic. While it reflects the styling cues of the old Mini it also offers the very latest technology available, easily making it the most advanced car of its size in the market. At the same time ist performance and handling on the road make it a car that real enthusiasts will love driving. 

The MINI is set to rekindle the same enthusiasm the buying public felt for the original car, amongst 21st century customers. It is designed to appeal across boundaries of age, class and nationality. 

Concept 

When Sir Alec Issigonis, the father of the original Mini, presented his car to the world in 1959, it set entirely new standards in design and was destined to become a motoring icon, lasting decades in virtually its original form.  

The concept was simple but ingenious, combining compact external dimensions with maximum space inside. It was a car for everybody and during its life crossed all cultural and social boundaries. 

Two years after the first Mini, in 1961, the Mini Cooper was launched, developed by racing and rally car expert John Cooper. The Cooper name has been closely associated with performance Minis ever since and remains a vital element of the new MINI. It is the MINI COOPER which is the first car in the MINI range to be unveiled. 

A concept version of the new car was first seen in 1997 at the Frankfurt Motor Show and after going through the development process the final production car will be shown at the Paris Motor Show in September 2000. 

MINI COOPER will be launched with 14 exterior colors available, with either black or white roof and exterior mirrors. Standard fifteen inch or optional sixteen and seventeen inch aluminum wheels are available, finished in either white or silver. A wide range of chrome trim will also be available. 

Target Groups 

Our research has shown that MINI will appeal to a wide cross-section of customers - of different ages and from different backgrounds. What they share is an enthusiasm for driving and the look of the car. However, there are two particular groups to whom we think the MINI will appeal. 

The first group is young and affluent, aged between 20-34. They are experimental in outlook, enjoy trying new things and tend to be spontaneous and active. They like standing out in a crowd and driving a car that people notice. They have a keen sense of style and believe a car says a lot about them. MINI fits their image and their attitude to life. They look for what's cutting edge, and what's fun and exciting. 

The second group is slightly older - likely to be 35-50 and represent a more affluent, yet progressive-thinking household. The MINI COOPER will be their third, or possibly fourth car for those who wish to add the sporty, yet affordable MINI to their garage - perhaps even to "share" with their children. 

The third group would include classic car aficionados and Mini enthusiasts. These people have a keen interest in cars and have fond memories of the classic cars from their youth. They like the overall design and styling of the new car, and the strength and character of the MINI heritage appeals to them. Some of these enthusiasts would find the MINI COOPER a perfect platform to further individualize the appearance and performance of their car. 

Sales of 100,000 units a year are expected worldwide when full production has been reached. 

(28. September 2000)