Over the decades, MINI has succeeded in transforming a strong idea into a distinctive brand that people love and with which they form an emotional connection. When Sir Alec Issigonis created the Classic Mini back in 1959, the focus was on optimum use of space, compact proportions, short overhangs, direct driving fun and a likeably cheeky character. Under the umbrella of the BMW Group from 2001 onwards, MINI did not become a retro product, but a new original: immediately recognisable, yet reinterpreted for a new era through technology, design and culture.
From design competition to a new icon.
Following its acquisition of Rover in 1994, the BMW Group faced a key question: How could the essence of the classic Mini be preserved, while giving it a new form? Designers at BMW and Rover explored a range of answers: from a consistent continuation of the original idea to a sporty, premium-oriented reinterpretation. That is how MINI evolved from a clever compact car into a style icon – with an emotionally engaging design and a strong personality.
What makes MINI Design unique.
MINI Design is about more than recognisability. Round headlights, compact proportions, short overhangs and MINI’s signature go-kart feeling remain at the heart of the brand to this day. These characteristics are complemented by lovable details, opportunities for customisation and a design that expresses personality.
No MINI looks like any other. MINI gives people the opportunity to express their lifestyle and tell their own story. The brand continues to build on this idea with the current MINI Family. The “Charismatic Simplicity” design language, reduced to the essentials, enhances the character of each model, while providing the foundation for a wide variety of personalisation options.
In the MINI Cooper Electric, this is reflected in clearly sculpted surfaces, a puristic, modern body design and an interior that revisits the fundamental concept of the classic Mini: fewer components, a round Central Display and a compact steering wheel. In this way, the MINI brand is once again reinventing itself for the electric and digital future with its contemporary design.
Power Drive 