MINI

MINI's evolution through unorthodox approach and innovation

MINI, a premium compact car brand, is an independent brand under management of BMW Group alongside BMW and Rolls-Royce. More than 3 million MINI models had been produced since BMW Group took over production in 2001. Unique design sensibility, powerful driving performance and outstanding efficiency make MINI one of the most popular brands among the trendsetters and celebrities across the globe today.

MINI, with its distinctive character and modern design, perfected the balance between tradition and innovation. Still, MINI maintains its unique individuality through the headlights that resemble eyes, a hexagonal radiator grille, and the brand's original design that separates the upper from the lower part based on the belt line.

Following the launch of the MINI 3 Door model in 2014 that represents the MNI’s history, MINI released the MINI 5 Door, the first compact hatchback model in the brand's history. The impressive list goes on; the new MINI Clubman, the representative model of the brand, the new MINI Countryman, a Sport Activity Vehicle (SAV) with the brand's own all-wheel drive system, 'ALL4', the new MINI Convertible, the first and only open-top model in the compact vehicle market, and the JCW, the successor of the racing pedigree. MINI is loved by the customers with the lineup that satisfies a wide variety of lifestyles.

Since 2001, under BMW Group, the MINI brand established a production process system that meets the strict quality standards of the BMW Group at the Plant Oxford, Hams Hall and Swindon in England forming the MINI's production trifecta.

The MINI is sold through an independent MINI dealer network in over 70 countries around the world. Many of its members already enjoy a long-standing cooperation with the BMW Group as BMW dealers.

The MINI is a premium compact car brand that is unique in its agile driving performance and unorthodox driving design. Its pursuit of innovative vehicle concept continues to draw a huge amount of avid fans around the world. In addition to its uncompromising driving pleasure, MINI rolls out a range of marketing activities that allow the customers to get the firsthand experience of the brand's unique culture; it knows how to let the MINI owners mingle with the brand and enjoy the trendy lifestyle. MINI boasts massive amount of MINI enthusiasts around the world, including Korea, and offers various cultural experience programs that appeals effectively to the younger generations. As the all-new 2nd generation MINI Countryman is released in Korea, MINI gets to complete the code name "F" for every lineup available in this market. Specifically, MINI named the 3 Door and 5 Door Hatch, JCW, Convertible, Clubman and Countryman as its ‘5 Heroes’ and introduces separate marketing communication schemes resorting to the personality of the respective models.