MINI is a quintessentially urban brand. Starting in 1959 with the first Mini, we have approached urban challenges with the view that we could offer maximum experience with a minimal footprint.
The very first Mini, built in 1959, became a design icon, and had a deeply human appeal: in its look, visceral driving experience and accessibility. And it was invented as an answer to a pressing social issue: an acute fuel shortage.
Changing the viewpoint.
This approach, of creative use of space and great, human-centric design, informs everything we do: from the creation of exciting automobiles to outstanding urban experiences. With its iconic design and thrilling go-kart feeling MINI disrupted the established small car segment with every new car generation. While we stay faithful to our legendary roots, we reinterpret them completely anew for each new millennium with a portfolio of small statement cars for the urban driver.
But we also look beyond cars. For us at MINI, it’s important to understand the city as a whole, what’s most relevant to people’s lives – and what will matter to them in the future. This is why we deeply engage in the fields of architecture, fashion and design. All fields that matter to urban life.
Dreams of the future.
With MINI LIVING for instance, we develop new concepts for urban housing, creating vibrant community spaces in the heart of the city, connected globally. With MINI FASHION, we equip the urban nomad for daily journeys.
In our designers’ hub in Brooklyn, called A/D/O, we provide resources to creatives who aim to challenge the status quo.
And at our start-up accelerator URBAN-X, we work with and invest in up to 20 start-ups a year who work on services and products that aim to make life in the city more efficient and more enjoyable. We are comitted to paving a path towards a better, more thrilling urban life - but we can’t do it alone. It takes collaboration with partners who share our same mindset and values.