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How BMW Turned MINI From a Struggling Brand Into a Premium Small-Car Icon
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How BMW Turned MINI From a Struggling Brand Into a Premium Small-Car Icon
BMW’s takeover of MINI in the late 1990s was a gamble few thought would pay off. At the time, the small-car market was dominated by bare-bones economy models — the Toyota Tercel, Geo Metro, Chevy Prizm, and other forgettable “A-to-B” machines. MINI, then still part of Rover, was struggling with outdated factories, shaky build quality, and a brand identity stuck in the past. Yet BMW saw potential to create something entirely new: the first premiu…
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