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Case: the Mini

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Submitted By salem1977
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1. BMW’s mission is “to continue to sell established models in established markets, while at the same time penetrating new markets with new models,” (Crawford & Di Benedetto, 2011). After the Beetle captured attention, it was evident that reviving the Mini would fit BMW’s mission; thus it recreated the Mini.

2. Looking back at the Mini in the 60s, 70s, 80s and 90s, I think that BMW skillfully recreated the Mini with tremendous improvements in the design, particularly the interior. In addition, BMW has attracted many customers to the Mini since it is a retro sport car.

3. BMW witnessed many modern automobiles resembling beloved retro cars. The launch of Z3 was very successful yet different from BMW’s prestigious sedans. After acquisitioning Rover Group Ltd., BMW had the right to recreate the Mini; thus the Mini was recreated to revive an old favorite as well as targeting a different segment.

4. I believe that BMW avoided the perception they were cheapening their brand by supporting their corporate identity in the Mini. Even though Mini looks nothing like other BMW cars, it still has the quality and excellence of BMW cars. The Mini’s controlling and feel reflects BMW’s high standards and thus it supports its identity.

5. I think that some arguments might occur during the Mini’s new product process, especially in the development phase. Considering the fact that the Mini has a British look but being manufactured by a German automobile company, I assume that designers and engineers will have their differences. Moreover, there might be a disagreement regarding the manufacturing cost and the final selling price, taking into account that it is being manufactured by a high-end German carmaker.

References
Crawford, M., & Di Benedetto, A. (2011). New Products Management (10 ed.).

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