Mini, the small but ever-recognisable brand, is bucking a major trend in Australia.
While some other manufacturers with a strong combustion presence are struggling to make headway with their plug-in models, Mini is way ahead of its own plans.
In fact, 41 per cent of three door Minis sold in Australia are now the purely electric version – constituting 11 per cent of the brand’s total.
Sitting down with Mini at the launch of the Cooper SE, we asked the brand’s representatives why this might be, and what it means for its small but significant footprint in Australia.
“Mini buyers are an interesting bunch because they are a mix of both the younger customers seeking a unique style, and older generations who might have had Minis for many years. But when it comes to electric cars, in general you’re talking about a person more open to the technology.” they said.
While that might seem to skew younger, it was implied that many Mini customers were along for the brand’s journey into what was next. The brand even noted that most buyers weren’t phased by what appears to be the Cooper electric’s biggest drawback – its very limited 233km WLTP-rated driving range.
“Conceptually, Minis are an emotional purchase, especially a three-door hatch which is bought with the heart. The range isn’t as important for a car like this as it might be for other offers in the market. The numbers don’t lie, for our customer the range is sufficient.”
The relative success of the Mini electric in Australia is also giving the brand’s local division more sway back at HQ when it comes to selecting which models end up here.
“The relative success here definitely helps, yes. We’re far away from Germany, but it would be madness for any brand to say it doesn’t want to keep growing. We’re hoping we can help our customers along that electrification journey.” they said.
The next chapter in Mini’s electrification journey, will of course be the next-generation Cooper, which has already been spied in China, where the new car is expected to be built.
Not for Australia though, at least that’s what the brand’s local division expects. Stating the brand’s ancestral Oxford factory would continue to be home to right-hand drive models.
“The Oxford factory is absolutely part of our future. We have domesticated products across the whole BMW Group, but Oxford will well and truly stay in the mix. Obviously for Australia we will continue to have that right-hand drive synergy with the cars built there,” they said.
The current third-generation Cooper Hatch (under BMW ownership) has existed in some form since 2013 and is due to be replaced by an all-new generation model next year.
Spy shots out of China show only an all-electric SE trim with revised and slightly more minimalist styling than the current car, although it is still a design which maintains the flat roof, round headlights, and stout hatch rear.
Officially, Mini points to its Aceman concept revealed earlier in 2022 for clues on what to expect from the next-generation, and the spy shots out of China seem to confirm the car will inherit the Aceman’s more stripped back interior, with a bezel-free round floating screen, toggle switches, and a re-designed but familiar steering wheel. The tiny 5.0-inch dash is set to be replaced by an entirely holographic display, while the car is expected to switch to a new-generation platform which also underpins the new BMW 1 Series, X1, and X2.
The brand retaining its Oxford production plant for Mini models is an interesting move, but also one which is at odds with its BMW parent which is currently building the iX3 electric SUV for Australia at one of its joint-venture plants in China.
For reference, BMW has joint-venture partnerships with two Chinese car brands, Brilliance Automotive, and a new partnership with GWM which is yet to produce joint models.
Stay tuned as we keep an eye out for next-generation Mini Cooper news.
Keyword: Why Mini is one of the few brands ahead on electric cars in Australia - and what to expect next