An increased number of engine types in the Mini reflects the expanding range of models available. The director of Mini UK talks to JAMES BATCHELOR

Why has it taken so long for a diesel engine to appear in the Cooper S?

It’s taken so long because we were looking closely at the potential demand for a diesel-engined Cooper S. As we are now developing the range – the Countryman last year and in autumn we will have the Mini Coupe – we needed to develop our engine range.

When you only have two or three models, you would only offer six engines – the take-up rate is pretty low per engine. But next year we will have six models so we needed more engines.

Are you aiming for retail and corporate buyers with the Cooper SD range?

Yes, we developed the sports diesel range because of the growing importance of the corporate sector.

Now, with a sporty diesel engine in it, the Countryman is an attractive proposition for the corporate market. Mini was always historically a retail brand as this was very much related to the bodytypes we were offering – three doors as apposed to five.

The Countryman Cooper SD will fulfil our wish to be present in the corporate sector.

Do you think you’ve missed an opportunity by not launching an electric Mini?

Along with the BMW 1 Series ActiveE, the Mini E was always intended to be a pilot project to help us develop the BMW i – a BMW sub-brand producing EVs launches in 2013 – and the Mini E has allowed us to understand consumers’ behaviours regarding electric vehicles. EVs are a big investment – if we’re going to do it, we want to do it right and we believe we will with BMW i.

‘Think of the Mini as a Porsche 911 – small revisions of an old design’

Mini dealerships have very much their own ‘look’. Will there be more standalone dealerships in the future?

We always knew that Mini was a different brand from BMW so it had to be separated from BMW – the feelings and emotions are different. But the current programme needs to be updated a little, so 30 dealerships are being refurbished this year, but our brand look won’t be much different – it would be crazy to walk away from a look we have established. Currently, we have 147 dealers and I think we are well placed with the dealers we have got, so for us it is about improving facilities not adding more dealers.

There seems to be a lot of special-edition Minis available. Do you think there are too many?

We’ve actually limited the number of special editions. If you look at the history of Mini, BMC, BL and Rover all produced hundreds of special editions, so I don’t think we are doing too much.

In fact, I believe it’s the opposite because while Mini is great at offering customisation, some customers just want a Mini which has everything chosen for them. These cars also have excellent residual values.

Retro style will eventually fall out of fashion. What will be the future for Mini when that happens?

Well, I believe we launched the Mini at the right time in 2001, and this has shown to be the case. But you’re right, retro will fall out of fashion, but we’re prepared for this.

New Mini has always been about evolution, not revolution, so we will adapt it to suit future trends. Think of the Mini as a Porsche 911 – small revisions of an old design but always fashionable.

Due to Mini competing in the WRC this year, can dealers expect more sales?

Rallying is like Formula One – it is more about brand positioning than getting direct sales from it. Mini in rallying is about history and returning the name to rallying, and about making the brand more masculine.

But, naturally, when you raise awareness, there is going to be more of pull towards the brand by customers over and above interest you would normally expect. And a greater awareness and passion for the brand by customers could mean dealers seeing more customers in their showrooms. But this is not the main intention.

We know how large Mini is – how seriously are you looking at a smaller Mini?

It’s important for us to remember that the original Mini equalled one model. Now Mini is a brand and has several models, and customers have to understand this. However, at the moment, we have an empty space. The Rocketman concept – shown at Geneva and measuring 3.4 metres – has developed a lot of interest from the public both at Geneva and on the internet, and we are seriously investigating the possibility of introducing a minier Mini.