10:17 am, July 10, 2026
Mini is staying ‘absolutely committed to the UK’ and its Oxford production base.
That is according to Jean-Philippe Parain, head of Mini Global, who spoke to Car Dealer at this year’s Goodwood Festival of Speed, where the brand was launching its new Mini Oxford Edition.
Speaking atop Mini’s pub-themed stand, Parain said that Mini is ‘really a British brand and that’s a very strong, important asset for us.
‘Of course Oxford is our is the home of the brand, he said ‘That’s where we produce the most Minis worldwide, and we want to really keep that special relationship.
‘That’s very important for the authenticity of the relationship.’
Parain also compared Mini to the current England football squad, combining English spirit with German management.
He added: ‘We play on that team at the moment with English spirit, German management for the English football team, and that works well indeed so far.
‘And I, I really think that’s a great story of the last 25 years.’
Parain also supported Mini’s direct to consumer sales method, describing the agency model as a ‘a very good approach’, despite the roll-out having been delayed from its original launch in 2024.
‘It’s completely backed now by our retailers,’ he said. ‘Every system doesn’t work perfectly from day one, but I think now we have a very, very good maturity and again if I look at our sales.
‘If I look at our feedback, the satisfaction of our retailers, the feedback I get from them face to face, today they would not want to go back, and we also do not.’
