What MINI Aims For with Model Diversification

MINI's booth at the Tokyo Motor Show was engaging. The most crucial aspect of a show is presenting the vehicles, but there are various ways to convey product content. How can this be done without a mere string of numbers? MINI strategically placed models dressed in American-style traditional fashion, portraying young couples. They represented different seasons: marine for summer, cardigans for autumn, and so on. This approach is fitting for MINI, which positions itself as a lifestyle brand.

Standing beside the attractive models was the new MINI Clubman. This second generation is now a full four-door and has also increased in size. "The premium compact segment is growing, which is why we've made it larger," explained David Alfred Felfilino Camo, who visited Japan and serves as MINI's Head of Product Development.

—The increase in size for the new MINI Clubman, to 4253mm in length from the previous 3980mm, was quite surprising. What was the background behind the planning of this product?

Expanding the variations itself is consistent with the original Mini. There was an estate (wagon) model called the Clubman even back then. Today's customers don't prefer simple lineups; they appreciate diversity in both body styles and engines. Therefore, our approach is to create variations around the core model.

David Alfred Felfilino Camo

MINI Cooper Convertible

—With the diversification of models, is the aim to have customers continuously purchase MINIs, or to acquire new customers?

For the MINI Clubman, specifically, we are targeting new customers. By utilizing a new architecture (platform) and slightly increasing the vehicle's size, we have entered the premium car segment, a tier above what MINI has traditionally occupied. This segment is experiencing rapid growth right now.

—What benefits will the MINI Clubman bring to customers?

It offers a spacious interior, making it comfortable not only for urban driving but also for long-distance travel. Most importantly, it has functionalities different from traditional MINIs. I believe this is very significant. Customers who purchased in 2001, when the new MINI was introduced, have likely aged and are in different life stages. They still want to drive a MINI, but we often hear requests for a slightly larger model. Therefore, with the MINI Clubman, we aim to appeal to all age groups—young people, middle-aged individuals, and older people—regardless of age.

To achieve this, you've adopted what's called the "Wall Strategy." It's an unfamiliar term...

What is the Wall Strategy?

David Alfred Felfilino Camo, MINI's Head of Product Development, discusses MINI's product strategy.

—MINI's booth at the 2015 Tokyo Motor Show was vibrant and enjoyable. The models, dressed in attire reflecting the changing seasons, seemed to express MINI's cheerful worldview.

MINI aims to provide customers with an enjoyable lifestyle. Therefore, expressing the MINI worldview at the show venue is important. The use of large photo panels displaying smiling men and women is part of this effort. And the models. Along with various accessories. We call this the Wall Strategy.

—The Wall Strategy? Could you elaborate a bit more?

It's an image strategy. The goal is to appeal to customers with the new image of MINI and surround them with elements that symbolize it. What kind of architecture do you like? Where do you want to live? What accessories do you find attractive? People who consider such things part of life's pleasures. The customers we are currently envisioning are those who desire more enjoyment than the traditional MINI target customer. The concept of this Wall Strategy is for people who have many friends and savor life itself.

MINI Clubman

—Speaking of MINI, do you have plans to include environmentally friendly vehicles, such as PHEVs (Plug-in Hybrid Vehicles), in your lineup?

We are certainly considering both PHEVs and EVs (Electric Vehicles). It's safe to say that no brand is not considering them. However, we are not yet at a stage where we can say anything specific. The CO2 regulations set by the European Commission in 2015 will be implemented, and if we cannot keep CO2 emissions below 95 grams per kilometer, we will face substantial fines. But we believe there is still ample time until 2020.

——Even as a new era approaches, what is the core value that MINI must protect?

It's the handling characteristics. The agile character we call "go-kart feeling." We have preserved this DNA since the introduction of MINI. Even if electrification progresses significantly in the future, we will not abandon this unique feeling. And styling. We believe these two elements are what make a MINI a MINI.