Since the emergence of a steady stream of trendy city cars including the Audi A1, Fiat 500 and Nissan Juke, MINI is under pressure to re-establish itself as the go-to iconic small car.
“Mini now faces competition in areas where it previously stood alone,” said Schwarzenbauer, who took charge of Mini last year after previously heading sales at Audi.
Schwarzenbauer first hinted at the move as long ago as February this year at the Detroit Motor Show as reported by industry magazine Autocar.
It is better to go in a different direction to concentrate on doing less but better
Speaking at the show he said BMW had to be “sensitive about the number of variants and about size. It is better to go in a different direction to concentrate on doing less but better. Each model must be a hero in its own market and have the trademark personality, style and go-kart handling.”
Three to four current models will retain their place in the brand’s lineup, which now includes the two-door Paceman crossover and a convertible. He did not say which MINI models will be cut or how long it would take to par down the range.
