This article discusses the history and development of the new BMW Mini car. The manufacturers suffered organisational problems during its development period and many industry analysts query the likely profitability of the car. The design is of a small car where image and style matter more than originality of engineering concept. Major safety features have been included as standard and the car provides satellite navigation and automatic stability control. Target markets are world-wide with a need to market it differently in each, but the target customer is seen as similar, the car being a style purchase. Manufacture is a highly automated process and quality control is high. On the road, the steering is seen as impressive and the author feels that the car may confound its critics and make a profit. Insert articles alongside the main paper concern the economic profitability of the car and a history of the political and industrial problems which surrounded its development.
Abstract