Mini's brand identity blends the light-hearted spirit of British humour with the precision of German luxury, a philosophy that defines the brand's positioning in India, according to BMW Group India President and CEO Hardeep Singh Brar.
"While BMW is seen as premium/luxury, Mini is premium/luxury with a bit of quirkiness. So when you have that quirkiness, it brings a little bit of light feeling amongst the consumers. It is luxury and premium in a very different way, but a very nice way. We speak about British humour. You can say that this brings British humour to German luxury," Brar told Moneycontrol in an exclusive interaction.
Mini currently offers three models in India -- the Mini Cooper, the Countryman Electric and the John Cooper Works Countryman All4. All are imported as completely built units (CBUs). The Mini Cooper starts at Rs 43.70 lakh (ex-showroom), the Countryman Electric at Rs 54.90 lakh, and the recently-launched John Cooper Works (JCW) Countryman All4 at Rs 64.90 lakh.
The JCW Countryman All4 is the most powerful and fastest Mini ever introduced in India. It is powered by a 2.0-litre four-cylinder TwinPower Turbo petrol engine that develops 300hp and 400Nm of torque, paired with a 7-speed double-clutch Steptronic sport transmission. The SUV accelerates from 0 to 100kmph in 5.4 seconds and reaches a top speed of 250kmph. Its all-wheel-drive system distributes power across all four wheels, while the Boost mode enables sharper throttle response for quick bursts of acceleration.
The JCW Countryman All4 features 19-inch alloy wheels, a quad exhaust system, redesigned LED headlights with JCW Signature Mode, and a high-gloss black octagonal grille. Inside, it comes with electronically adjustable JCW sports seats, a panoramic glass roof, and a digital OLED display running Mini Operating System 9 with voice and touchscreen controls. The boot capacity ranges from 500 litres to 1,450 litres with the rear seats folded.
Brar said that Mini will continue to operate as a niche brand in the domestic market, catering to a small but distinctive set of buyers. "We do not want to really focus and push big numbers. We want it to stay very niche and very unique for the consumer who wants a car in this category, because we do not have any competition. So we really want people to enjoy the drive of this car and stand out," he observed.
BMW Group India sold a record 15,721 cars in 2024, including 15,012 units of BMW and 709 units of Mini. This followed another record performance in 2023 at 14,172 cars (13,303 BMW and 869 Mini). The company's growth has continued into 2025, with January to September sales reaching 11,978 cars, up 13% year-on-year (y-o-y), resulting in the best-ever performance in the first nine months of any year. BMW accounted for 11,510 units of those sales, while Mini delivered 468 cars.
Brar said Mini's buyers are typically young individuals aged between 25 and 40, including women and creative professionals who want their cars to reflect personality and performance. "You find a lot of creative guys buying the Mini cars. Some housewives need space in their cars to drop off their children. We also see some of the young lady doctors who are buying it, and also the start-up guys. This also goes as a second car in the family for somebody who is already driving a BMW," he added.
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