Three Mini cars slated for Q1 launch in 2012

 

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Indians being lot influenced by the Britishers since past, has always known the potential of the Mini brand which carries a history of 52 years behind it. Initially owned by British Manufacturing Corporation, the iconic brand was later handed over to BMW after acquisition. Moreover, Mini is the only brand from BMW yet to be introduced in the country apart from its stint in the motorcycle business. Rolls-Royce, BMW’s other subsidiary has already tasted the success in India. If one is hoping to see a compact Mini car, they better not any more.  The Mini name no longer holds true as the size of the Mini cars has overgrown since then while retaining the authentic Mini design language. However, BMW is not expecting to drive high volumes with the Mini brand sales in India. 

And how can they? The cars will sit far high in the premium car segment with the BMW Mini price range of Rs 25 lakhs –Rs 30 lakhs. The message from them has been clear right from the start. They hope to carve a niche in the market with a distinct recognition rather than being a traffic puller. With Mini brand, BMW has almost turned every stone to check if there is anything further to explore. The pre-owned car business, then the ‘cars on lease’ and now the Mini’s debut, BMW will never stop at anything to ensure its success. Mercedes-Benz on the other hand  will have to pull out something fast to counter BMW this time around.