Mini simplifies model range to cut customer confusion

You now buy a Mini by picking from three styles: Classic, Sport or Exclusive. It’s meant to be easier, says the firm

2019 Mini rangeA must-have option for Mini buyers since the new model was launched back in 2001 has been the Chili Pack option – but not any more, because the firm has fully overhauled the specification process for buying a new Mini.

The multitude of add-on options – including the Chili Pack and its sister Pepper Pack – has been eradicated, with Mini now basing options around three ‘styles’: Classic, Sport and Exclusive.

This, reckons Mini, will make it much easier to buy a car. Indeed, the process has been narrowed down to just five steps, it says: choose model, performance, style, packs, personalisation… and that’s it.

2019 Mini range

Here’s how it works:

1: Model

There are five: select from 3-door Hatch, 5-door Hatch, Convertible, Clubman or Countryman

2: Engine

One (1.5 petrol), Cooper (1.5 petrol), Cooper D (2.0 diesel) and Cooper S (2.0 petrol) now relate to engine, in the new world of buying a Mini

3: Style

This is the new bit: Classic, Sport or Exclusive

4: Packs

Don’t panic, there are just two here: Comfort or Comfort Plus

5: Personalise

This is where you pick exterior and interior colours and trims, plus other options and is likely to remain the most confusing bit of all. Mini will perhaps be hoping people don’t get too carried away here, and stick to the option packs it details: Comfort, Comfort Plus, Navigation and Navigation Plus.

Even the most basic Mini now gets more standard kit. All have automatic headlights and wipers, ambient interior lighting and the exterior Mini logo projection gadget that shines the badge onto the ground at night.

Mini UK director David George said: “We know that customers today want a simple purchase experience, and this thinking has been central to the development of our new line-up.

“We have reduced complexity in our product offering, and harmonised options across the whole range, ensuring an easy customer journey whether in one of our retailers or on mini.co.uk.”

Yes, online: Mini has launched a buy online sales system – the firm says prospective buyers can configure, arrange a test drive, agree finance and payment details and even get a trade-in value. The retailer steps in at the end to finalise the delivery date.

The new Mini styles

So what do you get with the three new Mini style packs? Here’s the key features for each.

Classic

A 6.5-inch infotainment screen, DAB radio with Bluetooth and intelligent emergency call

Sport

John Cooper Works aerodynamic kit, spoiler, alloy wheels and suspension, John Cooper Works bucket seats and steering wheel, anthracite headliner. Only offered on Cooper and Cooper S

Exclusive

Exclusive alloy wheels, chrome exterior detailing, Mini Yours Lounge upholstery and steering wheel, Mini Yours trim and chrome detail. Again, only on Cooper and Cooper S.

Related Articles

Richard Aucockhttps://www.motoringresearch.com/
I'm director at Motoring Research. I run a bit, cycle a bit, have a huge love for the automotive industry.

LEAVE A REPLY

Please enter your comment!
Please enter your name here

Latest

Happy birthday, minivan: America’s family hauler at 35

Many happy returns to America’s favorite people mover

599 facelift: would you buy this unique Ferrari?

A unique Ferrari 599 is for sale. One of very few manuals ever made, it's also had a subtle re-design

2018 Porsche Cayenne E-Hybrid review: demolishing the case for diesel

We drive the new Porsche Cayenne E-Hybrid, a plug-in petrol/electric SUV with 462hp and official CO2 emissions of just 72g/km

Volvo XC40 Recharge all-electric SUV ordering opens from £53,155

The Volvo XC40 Recharge is the first all-electric Volvo to go on sale in the UK. Deliveries begin in early 2021 and ordering is open now from £53,155

Average speed cameras installed on ‘Evo Triangle’

A 21-mile stretch of road in North Wales known as the 'Evo Triangle' is now covered by average speed cameras as officials seek to cut deaths and incidences of dangerous driving.

Discover