Wednesday, July 6, 2022

Start of a new era: Charismatic Simplicity, the new design language for the MINI family of the future.

Munich. Electric, digital, sustainable and
distinctive: the new generation of MINI models brings the brand’s
driving pleasure, user experience and responsible attitude into a
completely new era. Its forward-looking design language makes this
transformation instantly visible. It melds the brand’s traditional
values with state-of-the-art technology and acknowledges the
elementary principles of vehicle design as well as the urban character
of the MINI and its community’s innovative spirit. The principle
behind Charismatic Simplicity is a design that helps each new MINI
model develop a strong individual character of its own, intuitively
focussing on the essence of the brand with a clear, reduced design
language. Another central factor of the new design language is its
choice of materials with a keen eye on sustainability. The next MINI
model generation has a leather-free interior and dispenses almost
entirely with chrome elements.

The MINI models of the future bring together a modern and purist
exterior and an interior design that focuses on the essentials. This
reflects the principle of creative use of space that the classic MINI
is already renowned for. The new design language also exploits the
opportunity of electrifying the powertrain to generate the driving
pleasure you expect from MINI entirely without local emissions.
“Purely electrically powered models from MINI give us a unique
opportunity to rethink our design. At the same time, we retain the
attention to detail, sense of tradition and passion for innovation
that MINI is renowned for,” says Oliver Heilmer, Head of MINI Design.

The vehicle architecture for the new MINI model generation has been
developed for purely electric mobility right from the outset. Every
inch of the available installation space is used even more efficiently
for the comfort, well-being, emotional experience and driving pleasure
of the occupants. This means that every MINI model, whatever its
exterior dimensions, will continue to offer the ideal combination of a
small footprint and available interior space in the future.

The core of the brand will also be embedded in the future model
generation of the MINI 3-door – purely electric and consistently
geared towards urban driving pleasure. The successor to the current
MINI Countryman will also be hitting the road with a purely electric
drive. MINI will soon also be presenting the concept study of a –
fully electrically powered – crossover model for the premium small-car
segment. “The MINI Design DNA will clearly come through in every model
of this new generation, leaving its brand affiliation in no doubt
whatsoever,” announces Oliver Heilmer. “At the same time, the MINI
design team has successfully created strong product features with
individual accents that more than ever before underscore a sense of independence.”

Creation of independent vehicle personalities is one of the central
features of the new design language. Charismatic Simplicity gives each
member of the future MINI model family its own individual charisma
that is unmistakably based on the brand’s core, reinterpreting it
confidently and in its own way. The authentic reference to the
essential values of MINI is expressed in a very modern design language
featuring clearly and cleanly modelled surfaces. Charismatic
Simplicity reduces the number of components and concentrates on
essential elements, helping the design of future MINI models achieve
an emotional, intuitively perceptible identity.

“We combine the core of the MINI DNA with innovative, aesthetic and
technological inspiration in our new design language,” says Oliver
Heilmer. “This means that every new MINI remains a genuine and at the
same time future-proof original.” For example, innovative LED
technology gives the typical Union Jack design of the MINI combination
rear lamps a variety of forms, creating an individual light signature
for each model.

The combination of tradition and progress creates an immersive user
experience in the interiors of future MINI models, further
intensifying the traditionally strong connection between person and
car at MINI. “MINI is an urban brand, every facet of whose design
helps to make life in the city as enjoyable and eventful as possible,”
explains Oliver Heilmer. The key to this is both in advanced
digitalisation in operation and connectivity, and in a clearly
designed interior with intuitive functionality.

In the cockpit of future MINI models, too, reduction does not mean
having to do without. The OLED technology for the fully digital
display and control unit presented for the first time in the MINI
Vision Urbanaut means significantly more functions can be combined in
a single control unit. This is presented in the archetypal MINI
circular central instrument in the middle of the dashboard. MINI is
the world’s first car manufacturer to offer a touch display with a
fully usable round surface. The innovative display technology paves
the way for a new user interface design. At the same time, the MINI
design retains analogue control units such as the toggle switches
below the central interface. These embody the attention to detail and
distinctive design features that transform intuitive functionality
into an emotional experience.

“The future of MINI design is based on the courage and determination
to shape change and stamp a distinctive and inimitable profile on the
brand,” says Oliver Heilmer. This also includes a range of materials
with a relentless focus on sustainability. The new MINI model
generation will move completely away from leather surfaces and also
reduce its use of chrome components to almost zero. A fundamental
attitude shaped by a sense of responsibility and a focus on the future
is expressed through electrification, resource-conserving production,
exacting environmental standards and a progressively increasing share
of secondary raw materials as well as natural and recycled materials.
A minimal ecological footprint is deeply anchored in the brand’s
tradition and is incorporated more comprehensively than ever by MINI
Design into the new model generation.

The concept study of a crossover model from the new, fully electric
MINI generation will provide the first full preview of the new design
language for the next-generation all-electric model family and will be
presented to the public for the first time at the end of July 2022.
With it, MINI Design showcases how technological innovations and a
progressive interpretation of individual mobility are taking the
brand’s design language far into the future with this concept car.

Data on fuel consumption, CO2 emissions, energy
consumption and range is calculated according to the prescribed
measuring method regulation (EU) 2007/715 in the applicable version.
It relates to vehicles in the German automobile market. The NEDC
figures take into account differences in the selected wheel and tyre
size for ranges, while the WLTP takes into account the effects of any
optional equipment.

All data is calculated based on the new WLTP test cycle. NEDC values
listed have been back-calculated to the NEDC measurement procedure
where applicable. WLTP values are used as a basis for the measurement
of taxes and other vehicle-related charges that are (also) based on
CO2 emissions, and for the purpose of vehicle-specific
grants if applicable. Further information on WLTP and NEDC measurement
procedures is available at

Further information on official fuel consumption and the official
specific CO2 emissions of new cars is provided in the
‘Guidelines on the fuel consumption, CO2 emissions and
energy consumption of new motor vehicles’ which is available free of
charge at all sales outlets, from the Deutsche Automobil Treuhand GmbH
(DAT), Hellmuth-Hirth-Str. 1, 73760 Ostfildern-Scharnhausen, and at

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