The MINI Goes Electric: A New Chapter for the Iconic Brand
In 1956, amidst the fuel shortage caused by the Suez Canal crisis, the British Motor Corporation (BMC) introduced a fuel-efficient car with a tiny 848ml engine and a mere 34 horsepower – the iconic Mini. This compact and practical car quickly became a symbol of its era.
We all know the Mini. Thanks to the popularity of the television show "Mr. Bean," the Mini, perfectly aligning with Mr. Bean’s quirky image, gradually gained wider recognition. Finally, in 2003, this legendary model, boasting almost 70 years of history, officially entered the Chinese market under BMW’s leadership.
After over 20 years of growth, the MINI brand has firmly established itself in China. Its flagship MINI Cooper model is no longer solely dependent on imports, signaling the brand’s commitment to local production.
Last weekend, the all-electric MINI Cooper, manufactured by the Beam Auto joint venture between Great Wall and BMW, was officially launched, offering four models:
- Cooper E Big Player: 189,800 yuan
- Cooper E Classic: 209,800 yuan
- Cooper SE Artist: 239,800 yuan
- Cooper SE Racing Driver: 259,800 yuan
This marks not only the first domestically produced MINI but also the first MINI built on a pure electric platform. Compared to the previous "oil-to-electric" model, the new car represents a significant leap forward.
While another brand known for its fashion and compact cars, smart, has gained a head start with the launch of its Elf #1 and Elf #3 models, MINI has entered the electric car market during a price war. However, unlike the smart cars built on Geely’s SEA vast architecture, which offer a larger size and a softer driving experience, the new MINI Cooper maintains its core identity. The smart brand may have moved away from its Mercedes-Benz association, but the MINI remains deeply rooted in BMW heritage.
MINI’s Personality and Persistence
In terms of appearance, the new pure electric MINI Cooper embodies the classic MINI spirit throughout its design. Iconic round lights, a hexagonal air intake grille, "Union Jack" taillights, and the iconic "four wheels and four corners" layout are all present.
Despite the addition of batteries, the all-electric MINI Cooper remains compact. Its length is only 3.85 meters, width is 1.75 meters, and wheelbase is 2.5 meters. Remarkably, it retains a low height of just 1458mm, only 8mm higher than the 2023 Cooper S.
Naturally, the new car features some detailed differences compared to the previous fuel models due to the different energy forms. The black "middle grille" is now closed, integrating a millimeter-wave radar, while only the lower grille remains open. Another subtle change can only be observed from the side – the A-pillar inclination angle has been increased to optimize energy consumption, minimizing the "square box" feel of the old model.
Stepping inside, BMW has continued to innovate while emphasizing the most defining aspect of the MINI interior – roundness.
The circular OLED central control screen is a standout feature, boasting exceptional visual effects with a perfect 240mm diameter. Below the center console, the intricate, ceremonial buttons of the old model have been simplified, but the new car still retains several physical switches of varying shapes: parking, gear selection, power knob, driving mode switch, and volume control.
Similar instances of "innovation" and "inheritance" abound throughout the interior of the new MINI Cooper.
For instance, the new, sustainable cockpit incorporates many innovative and environmentally friendly materials. Visually and tactilely, this fabric offers a strong sensory experience; however, its resistance to dirt remains untested.
MINI claims in a press release that the fabric is "very manageable" and that coffee, cigarette ashes, and ketchup can all be "removed effortlessly." We’ll have to wait and see if this holds true.
The two car projectors behind the central control screen are more ingenious than the dashboard material. They actively cooperate with different driving modes to project various colored light strips onto the dashboard. MINI even won the "CES Innovation Award" for this design.
However, in other areas, MINI has chosen to avoid radical change. For example, window and rearview mirror adjustments, door handles, and lock buttons remain traditional. They haven’t incorporated pressure sensitivity, fiddly controls, or integrated buttons.
Change for the sake of change is not what MINI seeks. Where MINI believes in persistence, it remains true to its core.
The desire for active driving is embedded in MINI’s DNA. Over the past 65 years, this legendary brand has triumphed in numerous races, from Monte Carlo to Dakar, bringing the go-kart-like driving experience to the road.
Turn the mode switch lever in the middle of the instrument panel and select "Kart" driving mode. The car will offer simulated sound waves closely tied to the driver’s actions. Even lifting the accelerator emits a corresponding sound effect, similar to a fuel car’s backfire. Switching to "Classic" mode not only replicates the classic MINI’s instrumentation but also produces an "idling sound" when the car is stationary.
In an age where everyone attempts analog sound but few achieve it effectively, this feature is a rarity.
It becomes evident that, in terms of driving, the new, pure electric MINI remains true to its roots.
Some might argue that a 160kW (215 horsepower) front motor is inadequate for a new pure electric MINI. However, the reality is that MINI has always been front-wheel drive, and power has never been its primary strength, even during the fuel era. Yet, this hasn’t prevented MINI from becoming a driver’s car.
To achieve the lowest possible sporty sitting position, the new car incorporates a "sunken" H-type battery layout, allowing for a more upright head position and ample foot space. The benefits extend beyond the driver, as other passengers also experience enhanced comfort, especially in the back row, which shows considerable improvement over the previous three-door fuel version.
The new MINI Cooper’s battery capacity is also linked to this design. It utilizes a 54.2kWh ternary lithium battery from Great Wall Honeycomb Energy. This smaller battery capacity results in a CLTC range of only 452km and an actual urban range of 360-370km. However, the smaller battery saves cabin space and allows MINI to maintain the car’s weight at 1.6 tons, fulfilling user expectations for agile driving.
Fashion, design, and driving control are the three words that encapsulate everything the new all-electric MINI strives to achieve. The market has no shortage of well-rounded products, but what it lacks is the individuality that the MINI possesses.
A "BMW" Price Tag
We’ve explored the "personality" and "persistence" of the new, pure electric MINI; however, one aspect cannot be overlooked – its price.
While the starting price of the new MINI Cooper is only 189,800 yuan, the base model’s configuration is incredibly basic. The motor’s maximum power has been reduced from 160kW to 135kW, which is understandable, but it lacks even keyless entry, let alone features like L2 assisted driving.
Additionally, the leather seats in higher-end models have been replaced with "classic" cloth. Electric adjustment, seat ventilation, seat heating, seat massage, and numerous other conceivable features are absent, including a vanity mirror with a light. In comparison, the entry-level smart elf #1, priced at 154,900 yuan, already incorporates electric seats, L2-level assisted driving, a 360° surround view system, and an electric tailgate.
Spending an additional 20,000 yuan to upgrade to the Cooper E Classic only gets you electric seats and an increase in rim size from 16 inches to 17 inches.
What further embodies a "BMW" price is the MINI’s car computer – though visually appealing, it suffers from serious lag.
In some cases, it takes a while to start up cold (before turning on the air conditioner), which can be uncomfortable in a hot car.
A media colleague who participated in the MINI test drive event described the car computer’s lag with a small anecdote.
Dong Chehui, who experienced the new MINI’s car system earlier this year, also noted that the performance of its built-in MINI OS 9 was subpar. However, considering the pre-production status of the vehicle at the time, he refrained from further comments. Unfortunately, the performance remains unchanged. Interestingly, the company has not yet revealed the chip used for its car computer.
If the operational inconvenience can be offset by voice commands, MINI’s voice assistant delivers the final blow – it only supports basic settings like air conditioning, audio, navigation, etc. It cannot handle advanced operations such as window opening and closing, energy recovery adjustment, or simulated sound wave control.
Despite intelligence not being a primary selling point for MINI and its impact on sales likely being minimal, BMW needs to acknowledge its lagging intelligence capabilities.
Additionally, MINI, which has just commenced domestic production in China, faces another major hurdle.
BMW MINI: An Uncertain Future
On July 5, the European Union imposed temporary anti-subsidy duties on imported electric vehicles from China. This temporary tariff will last for four months, during which time EU member states will vote on its conversion into a formal five-year tariff.
Oliver Zipse, CEO of BMW Group, stated bluntly that imposing tariffs is a wrong approach. BMW, like many European car companies, relies heavily on China, not only for vehicle production but also for parts and raw materials. "In the EU, there is no car whose parts are not from China," he remarked.
Mercedes-Benz CEO Kang Songlin publicly urged the EU to further reduce import tariffs on Chinese electric vehicles. Volkswagen Group also issued a statement stating, "We believe that the negative impact of this decision will outweigh any positive impact."
However, BMW and its MINI brand are likely to be the most severely affected.
Remember that the new pure electric MINI hails from Zhangjiagang, Jiangsu.
Sources indicate that Spotlight Automotive, unable to fulfill the European Commission’s requirements during the initial investigation, was classified as a company that "might not cooperate with the investigation." The pure electric MINI model was still in the development stage at the time. The original plan was to sell the pure electric MINI produced by Spotlight Automotive not only in China but also in Europe to fulfill the BMW Group’s carbon emission targets.
At the beginning of the BMW-Great Wall partnership, BMW stated: "China has become the world’s largest electric vehicle market. The localization of MINI pure electric models has become a key factor in the sustainable development of MINI."
However, the future of BMW MINI is now uncertain.
MINI goes Electric: The New MINI Cooper
In 1956, the British Motor Corporation (BMC) launched a revolutionary car to combat the oil shortage caused by the Suez Canal crisis – the classic Mini. This small and practical car quickly became a symbol of an era, revered for its fuel efficiency and affordability.
We are all familiar with MINI, synonymous with quirky charm and style. Thanks to its enduring popularity, fueled by television shows like “Mr. Bean,” the MINI brand finally entered the Chinese market in 2003, led by BMW.
After more than 20 years of presence in China, the MINI brand has taken deep roots. Its flagship MINI Cooper model has now broken free from import dependence, paving the way for localization.
The First Domestically Produced, All-Electric MINI Cooper
Last weekend, Beam Auto, the joint venture between Great Wall and BMW, officially launched the all-electric MINI Cooper, a true milestone for the brand. This is not just the first domestically produced MINI; it is the first MINI built on a pure electric platform. This model represents a significant departure from the previous generation of “oil-to-electric” car conversions.
While the smart brand has already ventured into the electric market with its Elf #1 and Elf #3 models, MINI’s foray into the electric world comes at a time when the new energy price war is in full swing.
However, unlike the smart built on Geely’s SEA vast architecture, which blends in with the crowd, the MINI Cooper distinguishes itself. Smart may no longer be associated with Mercedes-Benz, but MINI remains undeniably BMW.
Preserving MINI’s Character and Legacy
Exterior Design: A Nod to the Past, A Look to the Future
The new pure electric MINI Cooper stays true to its iconic design heritage, retaining its cherished elements: the iconic round lights, hexagonal air intake grille, “Union Jack” taillights, and the signature “four wheels and four corners” layout.
The inclusion of batteries hasn’t led to a larger car. The all-electric MINI Cooper still boasts a compact size, with a length of just 3.85 meters, a width of 1.75 meters, and a wheelbase of 2.5 meters. Its height remains low, at 1458mm, just 8mm higher than the 2023 Cooper S.
Of course, the transition to electric power necessitates some design adjustments. The black “middle grille” is now closed, integrated with a millimeter-wave radar, with only the lower grille allowing airflow. To optimize energy consumption, the A-pillar has a larger inclination angle, softening the “square box” feel of previous models.
Interior Design: Roundness and Innovation
Inside the cabin, BMW continues to innovate while embracing MINI’s quintessential roundness. The centerpiece is the industry-first circular OLED central control screen, providing stunning visuals with its 240mm diameter.
Below this, the old model’s array of intricate buttons has been streamlined. However, it still retains several physical switches of distinct shapes, from left to right: parking, gear selection, power knob, driving mode switch, and volume control. This mix of modern and classic echoes the overall design philosophy.
The new MINI Cooper embraces sustainable materials, featuring innovative and eco-friendly fabrics. These fabrics offer a rich sensory experience, both visually and tactually. However, their resistance to dirt and stains remains to be seen. MINI assures us that coffee, cigarette ash, and ketchup can be “removed effortlessly,” but time will tell if that’s truly the case.
Behind the central control screen, two ingenious car projectors add an interactive layer to the experience. These projectors dynamically adjust based on the selected driving mode, casting different colored light strips on the dashboard. This innovative feature earned MINI a “CES Innovation Award.”
In other areas, MINI has chosen to stay grounded. The adjustments for windows and rearview mirrors, door handles, and lock buttons remain conventional. They lack pressure-sensitive technology or integration into a single button.
MINI has decided not to chase every trendy trend. Where they believe continuity is essential, they maintain the MINI identity.
Driving Experience: A MINI at Heart
From its early forays in Monte Carlo to its triumphs in Dakar, MINI has etched its name in motorsport history. Its kart-like driving experience has captivated enthusiasts for 65 years.
Switch the driving mode lever in the center of the instrument panel to “Kart.” The vehicle fills the cabin with simulated sound waves that align with the driver’s actions, creating an immersive experience. Even releasing the accelerator triggers a corresponding sound effect, reminiscent of a fuel car’s backfire. Switching to “Classic” mode not only presents a classic MINI-inspired instrumentation but also a “idling sound” when the vehicle is stationary. This commitment to authentic driving sensation is quite remarkable in an era where analog sound is often an followingthought.
The new pure electric MINI remains true to its driving roots, offering a captivating experience. While some might question the appropriateness of a single 160kW (215 horsepower) front motor, it’s important to remember that MINI has always been front-wheel drive, and power has never been its defining strength, even in the fuel era.
The car’s “sunken” H-type battery enables a sporty sitting posture, maximizing headroom while ensuring comfortable leg space. This design benefit applies not just to the driver but also to passengers, especially those in the rear, who enjoy a vastly improved experience compared to the previous three-door fuel version.
The new MINI Cooper’s 54.2kWh ternary lithium battery from Great Wall Honeycomb Energy, while not a large capacity, results in a CLTC range of 452km, with an estimated city range of 360-370km. This smaller battery maximizes cabin space and helps keep the car’s weight at a manageable 1.6 tons, preserving its agility.
The new all-electric MINI prioritizes fashion, design, and driving control. The market is filled with “balanced bucket” products, but what sets this MINI apart is its distinct personality.
Pricing: A Familiar BMW Premium
While the starting price of the new MINI Cooper is a seemingly affordable 189,800 yuan, the entry-level model comes with extremely limited features. The motor’s maximum power is reduced to 135kW, and even essential features like keyless entry are absent, let alone L2 assisted driving features.
Leather seats on the higher-end models have been replaced with “classic” cloth. There’s no electric adjustment, seat ventilation, seat heating, seat massage, or any other features you might expect in this price range, not even a lighted vanity mirror. The entry-level smart elf #1, priced at 154,900 yuan, already offers electric seats, L2 level assisted driving, 360° surround view, and an electric tailgate.
Adding 20,000 yuan to upgrade to the Cooper E Classic only secures electric seats and an upgrade from 16-inch rims to 17-inch rims.
The “BMW” premium extends to the MINI’s car computer, which despite its aesthetic appeal, suffers from significant lag. Cold starts, especially before turning on the air conditioner, can take a while, creating an unwelcome experience on hot summer days.
A media colleague who participated in the MINI test drive event succinctly described the car computer’s lag: “…you might miss something important while trying to locate the navigation.”
While the vehicle’s operating inconvenience might be mitigated by voice control, MINI’s voice assistant proves disappointing; it only supports basic settings like air conditioning, audio, navigation, etc. Advanced functionalities like opening and closing windows, adjusting energy recovery, and simulating sound waves are unavailable through the voice assistant.
Although intelligence isn’t MINI’s core selling point, its limited capabilities in this area require BMW to address its backwardness in the field.
The Uncertain Future of BMW MINI
Adding to the challenges faced by the newly domestic-production MINI in China is the EU’s recent imposition of temporary anti-subsidy duties on imported pure electric vehicles from China. These duties are temporary, lasting up to four months, during which EU member states will vote on whether to formalize them for a five-year period.
This move has drawn criticism from numerous European car companies, including BMW, who argue that it’s a detrimental approach. BMW, like many other European car companies, relies heavily on China, not just in complete vehicle production but also for parts and raw materials.
However, the impact of this trade hurdle falls particularly hard on BMW and its MINI brand. Remember that the new pure electric MINI is produced in Zhangjiagang, Jiangsu.
According to sources, during the initial investigation by the European Commission, Spotlight Automotive, the joint venture producing the electric MINI, was unable to fulfill the Commission’s requirements as the model was still under development. Consequently, it was classified as a company unable to cooperate with the investigation. The plan was to not only sell the new electric MINI in the Chinese market but also export it to Europe, helping BMW achieve its carbon emission goals.
When BMW initially partnered with Great Wall, it stated that, “China has become the world’s largest electric vehicle market, and the localization of MINI pure electric models has become a key factor in the sustainable development of MINI.”
However, the future of BMW MINI now remains uncertain, facing a complex web of market forces and political decisions.