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32 Mini


Company: Bayerische Motoren Werke AG

Brand value: US$2,309 million

Headquarter city: Munich

Change since 2017: 0%

Industry: Cars

Year formed: 1959

Mini was launched by the British Motor Company as a range of small, economical cars. The brand has since grown to represent an aspect of Britishness, particularly 1960s pop culture. While the modern Minis are much larger than the originals, and their pricing higher relative to other small cars, their shape and styling is largely unchanged. Mini in 2017 unveiled a design concept for a new Mini electric, its first fully battery-powered model, due to launch in 2020. Brand owner BMW Group UK has also announced the launch of a BMW Innovation Lab in 2018; a 10-week programme to support startups will provide access to company mentors, enable testing at scale, and link to funding sources. A further step into innovative new territory involves BMW Group working with car subscription service Drover to offer BMWs and Minis on monthly contracts. In its communications, the brand plays on its sense of difference to the rest of the compact car category, using messages such as “Defy Labels” and “Not Normal”. The UK is the second-largest market for Mini worldwide, after the US.