Mini Will Launch Electric Car, Maybe Other Models, Too

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Date posted: 07-22-2008 

BIRMINGHAM, Mich. — Mini plans to launch an all-electric car on American roads in limited numbers by next summer, and the fast-growing BMW-owned brand is aiming for an overall lineup of as many as six vehicles — double the number of its current offerings.

Jim McDowell, vice president of Mini USA, said today that the company plans to have "real customers" driving an electric Mini by "about this time next year." The "real customers" comment seemed aimed in part at speculation that Mini would simply be leasing out the initial electric versions to hand-selected individuals in an automotive version of a beta test.

It's too early to say whether the first batch of electric Minis would only be fielded in California, where OEMs face uniquely strict vehicle-emissions mandates. McDowell didn't say what would be the range of the electric Mini. He said BMW and Mini executives also are discussing his desire to have a diesel Mini in the U.S. market.

McDowell added that the brand would like to have as many as six vehicles in the U.S. market in coming years. Mini already planned to introduce its fourth variant, a so-called crossover, though he didn't specify when. The company hasn't released the new model's specs yet, but McDowell underscored his promise that it would be "immediately identifiable" as a Mini.

"It won't be high off the ground," he said. "The way the Mini drives is real important, and we wouldn't sacrifice that."

Mini sales have surged in the U.S. in the midst of Americans' huge shift toward smaller cars, growing by 34 percent in the first six months of the year. The new Mini Clubman accounts for about 20 percent of U.S. sales, McDowell said, while the staple hardtop Mini accounts for most of the rest. Convertible sales are only a trickle, he said, because Mini is phasing out the current version in favor of a new one to be introduced next year.

Mini's 82 U.S. dealers currently have only about a four-day supply of Mini vehicles. McDowell said about 80 percent of them are configured-to-order units. East Coast customers can get a Mini about three weeks after they order their built-to-order vehicle.

"We'll never be a volume player," McDowell said. "But I think we can always hold onto our premium positioning."

What this means to you: Mini is trying to make hay while the sun shines, creating more ways for buyers to get into the brand — as long as you don't mind waiting for awhile. — Dale Buss, Correspondent

Source:  Edmunds.com

Article Date: Jul 23, 2008
Car Accociations: NEW_MINI
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