BMW have repositioned the MINI brand to broaden its market appeal. But is the carmaker overlooking its roots?
There aren’t many cars that garner universal likability. Even the most iconic and greatest cars of all time can divide opinion. But one of the few that tends to unify approval is the original MINI Cooper. It has a certain charm that endears you, and creates a soft spot of fondness within. The initial version was launched in 1961, when carmaker John Cooper saw the performance potential in the standard MINI.
To modify it, changes were made to the engine to make it more powerful. A longer stroke increased capacity to 997cc, which resulted in an upturn in power to 55bhp. That might seem meagre by today’s standards; however, it shook up the slightly boring and drab standard MINI and filled it with effervescence. The knock-on effect quickened the Cooper’s pace. Even so, it was a modest set of stats: 0-62mph still took 17.6 seconds, whilst the top speed was pegged at 85mph.
For the time though, it zipped around like no other car. Its titchy dimensions gave it an unrivalled manoeuvrability. Its innate dynamism made it so much fun to drive. A significant reason for this was not just its small size, but its lightness too – it weighed just 651kg. Adept to both urban and suburban environments, it was a plucky car not to be disparaged. That impression was reinforced with John Cooper upgrading the MINI with disk brakes, as well as a close-ratio gearbox.
Its interest was already capitalised upon with the introduction of a Cooper S version in 1963. Developed in tandem to the Cooper, it was more powerful thanks to an enlarged 1071cc engine that made 70bhp. It meant that performance was improved. With 0-62mph now taking 13.5 seconds, the top speed was now nudged up to 90mph. It packed a punch considering its inherent characteristics and was like a race kart for the road that flew under the radar.
"It’s something of a timeless British icon, instantly recognisable, and widely adored"
Although the componentry changes made on the Cooper and Cooper S were uncommon for such a small car at the time, they were intentional to meet homologation rules for racing. And as it transpired, the MINI Cooper proved to be a phenomenal success. It upstaged prominent cars, winning the Monte Carlo Rally three times in 1964, 1965 and 1967 amid triumphs in other racing categories, which catapulted it to worldwide acclaim.
With such a beautiful simplicity, and zest for life, it’s a car that’s hard not to like. What’s great is that it kind of knows it’s the underdog, but it will take on any car in a dogfight anyway. That’s probably illustrated best at the annual Goodwood Revival event, where it’s quite a sight to see a MINI Cooper S dicing and duelling on track, especially so with bigger cars depending on what race category it features in. It can’t help but put a smile on your face just witnessing it, let alone driving or racing it.
It’s something of a timeless British icon, instantly recognisable, and widely adored. Yet MINI didn’t start out as its own brand, it was first a model name, called the Austin Mini and Morris Mini under British carmaker Leyland. The MINI brand came about in 1969 and continued to coexist with the Rover Group until 2000. BMW purchased MINI in 1996 as part of the Rover Group and spent the proceeding five years developing the next-generation MINI.
During that period, BMW and Rover both had plans for the MINI brand. But it was a BMW concept that got the nod. Rover was subsequently sold by BMW in 2000, however the company retained the MINI company. It became apparent that the launch of the next-generation MINI in 2001 was reinvented for a different customer. BMW had effectively commodified MINI into a premium brand, an extension, if you like, of the BMW brand that branched out into a different market.
The car itself was modernised and made more desirable in a different way to the original MINI Cooper. BMW had effectively transformed MINI into a fashion item, a style icon that people would want to be seen in. Most noticeable of all the changes was that the dimensions had increased considerable in size compared to the initial car. In doing so, BMW had visually distanced the next-generation MINI from the original, abandoning a key aspect that made the Cooper so distinctive and likeable.
It was a bold move that didn’t come without risk. Alienating fans and onlookers alike with such a radical departure from the original MINI identity would put the project on the back foot. But this potential problem was alleviated to an extent with the incorporation of retro features in the design. And in the case of the first BMW version of the Cooper S, the performance dispelled any lingering nostalgic notions of the original iteration. It had a 1.6 litre supercharged engine that made 161bhp. That meant 0-62mph was done in 7.2 seconds, and it could reach a top speed of 130mph.
So, in terms of velocity, it moved the game on and kept what made the original MINI Cooper so captivating to drive in the first place. Its condensed size did have its pros and cons though. Whilst the proportions were a fundamental aspect to its exciting driving experience, in many ways it was also its Achilles heel. Its smallness meant that it wasn’t particularly practical, thereby revealing the extent of its limitations in certain circumstances. The MINI Cooper came with that catch.
MINI under BMW represented a new chapter for the company. They’ve made the range more diverse and more youthful, and have done a good job with the brand. Their interpretation has widened the Cooper’s remit as it effectively became a hatchback, which expands the pool of potential customers to a greater extent than the original MINI Cooper probably could have ever managed., and making it more youthful. That’s very much the case with the latest MINI Cooper S.
"BMW has positioned MINI to tap into a more lucrative premium market, and I approve of what they have done"
It’s evolved markedly since the first BMW version of the Cooper S. For better or worse, its dimensions have grown even further. The visuals are more layered due to a more aerodynamic emphasis. And the interior is more refined, resulting in a more comfortable environment. As a package, it has matured. That’s reflected in the performance too, which has also improved. Now featuring a 2.0 litre turbocharged engine that makes 178bhp, 0-62mph now takes 6.6 seconds, and has a 146mph top speed. It’s a quick hatch for sure, although not as dynamic as the original MINI.
BMW has positioned MINI to tap into a more lucrative premium market, and I approve of what they have done. But I think the current MINI range can still be improved further. There is a strong argument that the current MINI range has lost sight of what the original MINI was about in the first place, a small city car with thrills but none of the spills. But with the current MINI range, that popular cultural icon no longer exists. It begs a question, why can’t MINI recreate a new, retro version of the original MINI? A modernised model that includes the hallmarks of the original.
There’s surely a gap in the current MINI range to accommodate it. Fiat has remade the 500, and done so relatively well. What would hold MINI back from doing the same? And to really capture the imagination, BMW could ensure that the new original MINI is produced exclusively on an electric platform, thereby futureproofing it as an iconic electric car. I do admit that it would be a challenging task to remake the original MINI, let alone an electric version. And that is made all the more difficult when considering the lightness and agility of the original.
It’s just a thought. But the potential prospect is intriguing nonetheless. Besides, the original MINI did always punch above its weight. It’s not beyond the capabilities of MINI (backed by BMW) to pull off such a showstopper. The ability is within them, and it would reinvigorate the MINI range in the most profound of ways considering the electric, digital and autonomous era that looms large on the horizon. If any concepts now emerge from MINI that strike a resemblance to my proposal, you know where the brainwave came from!
In the meantime, a California company in America builds customizable MINIs spanning all models in the range. Gildred Racing produces Supercoopers. Its mission statement is reimagining original MINI models, akin to Singer Vehicle Design in Los Angeles that restores the 964-generation Porsche 911s between 1989 and 1991. They both share defining similarities. The attention to detail, the passion, the dedication is unwavering in the commitment to making ultimate MINIs and Porsches.
Both companies make cars that are labours of love, and are the highest level of satisfaction to be witness of. They are incredibly rare and rather special. They are beautiful to behold. In the case of Supercoopers, there is one particular model that stands head and shoulders above the rest and catches the eye – the range-topping Type S. It’s quite fabulous, but not something to misinterpret.
It’s based on a 1974 MINI Cooper, but the cute and cuddly connotations stop right there, cause the Supercooper Type S is anything but. The magic formula in the original MINI Cooper was its front-engine, transversely mounted layout with front-drive that saved space. This allowed for 80% of the cars floor plan to be used for occupants. However, with the Supercooper Type S, modifications have turned that layout on its head. Now with a rear-engine and rear-drive layout, what interior space there was has been reduced even further.
But its swings and roundabouts, as it’s been done for a reason. The actual engine itself is a 3.5 litre Honda Acura V6, which has been boosted by a Rotrex supercharger. That has resulted in a power output of 500bhp in a car that weighs just 900kg. With a six-speed manual transmission fitted, it makes for a savage combination. It means 0-62mph is done in less than four seconds, while the top speed hasn’t been tested. It’s a road roaming pocket rocket that sounds like an angry hornet.
"The Supercooper Type S is an extreme example that expresses my melancholy with the current MINI range"
Despite its mad speed, it’s fair to say that the Supercooper Type S isn’t really setup for dynamic driving. It has a limited slip differential, fully adjustable suspension and an uprated braking system, but cornering must be quite disconcerting and unpredictable to experience in such a crazy car. Even so, there are a few other issues that are more problematic, especially when compared with an original MINI Cooper. One is that it costs £120,000. And the other is that only ten units were made, and each one is sold.
Of course, the Supercooper Type S is an extreme example that expresses my melancholy with the current MINI range. But surely there’s a place for a watered-down version, an electric MINI that is the size and has the trademarks of the original. In its absence, I can’t help but feel that MINI are missing a trick, and people are missing out, which is sad really, and a shame too.
Photos: MINI, Gildred Racing
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