MINI is not wrong in electric, but in being self-contained

tech | 2024-08-02

In the automotive modification industry, there exists a niche market for customizing molds to replace the exterior and interior designs of older car models with a completely new style. This type of modification is particularly popular among "face" cars like the Mercedes-Benz S-Class and Audi A8. Although the overall package can cost tens of thousands of dollars, it can instantly eliminate the outdated feel of an old car. For cost-conscious buyers, it's a way to achieve a lot with a relatively small investment.

In the past, such modifications were limited to platforms like Taobao and Xianyu, and legalizing them for road use required some skill. However, MINI has now taken the lead in offering factory services. As the last fossil fuel-powered model from MINI, the brand has recently launched the three-door F66 and five-door F65 in Europe, which are Pro versions based on the current model. After producing one million F56 models at the Oxford factory, the upcoming new MINI, although unchanged in chassis architecture and powertrain, will adopt the new all-electric MINI with the code J01, giving it a new lease on life.

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As a nearly 15-year-old R56 owner, I have always looked down on the bloated physique of the current MINI models. However, BMW's magical transformation this time has somewhat moved me, especially when compared to the all-electric MINI. Although the design elements and configuration levels are all borrowed, the fuel version retains more classic MINI elements and does not have the clumsiness of the all-electric model, which can be described as "trying to draw a tiger but ending up with a dog."

From the global debut of the all-electric MINI in Munich, to the early internal appreciation last year, the low-key debut at the Guangzhou Auto Show, and finally to its official launch in China last night with a price range of 189,800 to 266,800 yuan, my evaluation of the car's design has never changed. Especially when compared head-to-head with the fuel version under the same exterior design, many issues related to "sentiment" can be directly displayed.

The first issue is the absence of the clamshell hood. After the all-electric MINI switched to a conventional hood, although the control of the gaps in the headlight frame is more uniform, on one hand, it lacks a retro element, and on the other hand, it adds an extra line for the hood between the two headlights on the front, breaking the visual integrity and simplicity. The fuel MINI definitely does not make this mistake.Next, the circular door handle has been replaced by a lift latch, another inexplicable change that prevents the pure electric MINI from continuing the tradition of chrome door handles. Of course, I can understand that this allows for a slight optimization of the drag coefficient, which is particularly important for the range of electric vehicles. Therefore, the inclination angle of the A-pillar on the pure electric MINI is also noticeably more reclined than the fuel version, giving it the appearance of a regular two-box sedan rather than the "bulldog stance" that traditional designs pursue for a sense of power. In contrast, removing the black scratch-resistant trim that surrounds the car can be justified as a tribute to the 1959 Morris Mini.

As for the somewhat awkward triangular taillights, they are identical to those on the MINI fuel cars. It is worth mentioning that the new MINI Cooper S fuel version not only eliminates the hood vent decoration but also the central dual exhaust has disappeared, with a hidden design that looks the same as the pure electric models. It is unclear whether this is due to concerns about low pure electric sales and an attempt to disguise the fuel version.

Regarding the interior of the all-new MINI, I have no complaints, as it is far superior to the current F56 MINI's BMW-esque mishmash. The design team has found a way to incorporate both heritage and technology among the many new energy vehicles, with the use of many knitted processes reflecting MINI's quirky creativity. The satisfaction level while sitting in the car can be given a high score, and even the low seating position does not feel as cramped as many electric sedans.

The first issue to address is the future of the fuel MINI. Although BMW has not released any official information, there are online rumors that MINI will directly switch to the pure electric market in China and no longer import the F66/F56 fuel versions. I believe this news is not baseless, as the example set by smart shows that domestic consumers have a demand for high-quality pure electric vehicles with more toy-like attributes. The combination of small cars with small batteries also makes the pure electric MINI quite energy-efficient, making it very practical for urban commuting—MINI was founded for energy conservation, and the brand's appeal aligns with the direction of new energy.Secondly, it is about observing the sincerity with which the pure electric MINI approaches Chinese consumers. From the official images of its rollout at the Zhangjiagang Brilliance factory, we can see it in a close frame with the Ora Lightning Cat, and the ternary lithium battery is supplied by Great Wall Energy, while both power versions of the electric motor come from the joint venture of Zhonglian Automobile and Bosch's United Electronics. Of course, the pure electric MINI is not entirely Chinese technology; the circular OLED screen that is used for the first time is supplied by Samsung.

Against the backdrop of the European Union imposing taxes on Chinese new energy vehicles, even domestic Teslas need to be reviewed at the Shanghai factory to have a chance at calculating special tariffs separately. The pure electric MINI is inevitably constrained by such a large environment, making it difficult to showcase the cost advantages of domestic electric vehicles. Coupled with the lack of enthusiasm from European consumers for electric models, BMW is destined to place its bets on the Chinese market.

I believe this is also the reason why the MINI's pre-sale price, which was between 210,000 to 270,000 yuan, has plummeted to 189,800 yuan.

Looking at the configuration list of imported MINIs currently on sale, the lowest trim, the ONE, is priced at 199,800 yuan, and the next level up, the COOPER Artist, jumps to 240,300 yuan. Comparing like this, although the MINI COOPER E, as a domestic model, has a power far superior to the fuel-powered models, the threshold is only 10,000 yuan lower, which is not exactly a surprise. The entire series' 54.2kWh battery capacity is also lacking in competitiveness.

After all, the smart #1 from the neighboring brand has already started at 154,800 yuan. Even though the Smart Standard version has a range 56km less than the MINI, its electric motor parameters are significantly stronger than the MINI's, and it also comes with 18-inch wheels, a panoramic sunroof, an 8155 chip, electric folding side mirrors, and electric seat adjustment. It won't be as austere as the MINI's entry-level model, which only offers a white exterior with a black interior.So, if you're fond of the pure electric MINI and want to add a splash of color to your life, you'll at least need to start with the MINI COOPER E Classic, priced at 209,800 yuan. The additional 20,000 yuan gets you six paint options, but also only brings 17-inch wheels, heated steering wheel, and sports seats. If you're open to car wrap color changes, the Classic's cost-performance ratio isn't very high.

To truly make a respectable impression, the budget for a prospective pure electric MINI owner has reached 239,800 yuan. At this point, the MINI COOPER SE Artist Edition offers electric adjustment, heating, and lumbar support for the seats, with even a massage function for the driver's seat. It also includes keyless entry, a panoramic sunroof, 18-inch wheels, and an automatic anti-glare rearview mirror.

Of course, as a "S" version of MINI, its electric motor power has also been upgraded by 25kW and 40Nm, with the 0-100km/h acceleration improved to 7.1 seconds, not far from the 150,000 yuan smart #1. In the era of affordable power in new energy vehicles, even though the performance has improved compared to the gasoline version of MINI, if you want to continue to highlight the dynamic feel with the "go-kart" card, the pure electric MINI is still too naive.

As for spending more money, unless you really like the 20,000 yuan sports package of the MINI COOPER SE Racer or pursue the joy of a 1/65 limited edition, it's actually not very necessary.Class Representative Summary: If you want to choose a vehicle for personal transportation, go for the "Big Player" at 189,800 yuan. If you desire more in terms of configuration and power, opt for the "Artist" at 239,800 yuan.

Of course, there is still some room for negotiation in these prices. When MINI was launched, it claimed to offer up to 52,000 yuan in launch benefits. Setting aside the laughable 3-year/100,000 km full vehicle warranty, the 8-year/160,000 km power battery warranty, points, gifts, and a 20,000 yuan interest subsidy, as well as a 6,000 yuan discount on paint selection and a 6,000 yuan trade-in subsidy, the truly substantial benefits are the 5,000 yuan deposit that expands to 15,000 yuan and the 10,000 yuan purchase gift for loyal customers—essentially, if I place an order now, I could save 20,000 yuan. Grudgingly spending 170,000 yuan on the lowest configuration might be acceptable for the car's logo, but a reasonable price should at least be on par with the smart #1. It is recommended that everyone waits until the discount reaches 140,000 yuan before returning the sales call.

Driving Summary:

MINI's price protection policy is only valid for 100 days, which is a clear warning to those who are considering purchasing now that it may not be a rational decision.

The planned standard annual production capacity of the MINI Beam Factory is 160,000 vehicles. Even considering the export share, there is still significant pressure on production and sales. Although MINI's global sales have been stable at nearly 300,000 units in the past two years, these were all fuel vehicles. Moreover, in the Chinese market, MINI's sales have been hovering around 30,000 units for the past five years, and even if all were to be replaced with electric vehicles, it would not match smart's performance of over 40,000 units last year.Not cheap enough, in the domestic market embroiled in a price war, the domestically produced MINI finds it hard to sell cars to its devotees solely based on brand charm. The pure electric architecture coupled with the risk of tariffs also prevents the electric MINI from appealing to more consumers in Europe and America, which is why BMW is considering giving the old gasoline-powered MINI a facelift to prolong its life.

As a die-hard fan and seasoned owner who wishes nothing but the best for MINI, I have witnessed BMW transform it from a classic small car into a Q-version of the 1 Series. Now, as we enter the era of new energy, the British brand has embraced Chinese technology and has obtained the best opportunity to make a comeback. Unfortunately, MINI has not been able to regain the pragmatic attitude it had over 60 years ago when it entered the lives of ordinary British people. It still arrogantly clings to the elite lifestyle that has long been on shaky ground, ultimately only managing to maintain its position as a niche fashion item in terms of sales, diverging from the mainstream market.