Mini: Brand Profile

The Mini, one of the archetypal British motoring brands, has undergone a spectacular reinvention in the hands of German manufacturer BMW. Positioned as a lively and stylish city car, it has slotted in perfectly as an entry-level product in BMW's fast-growing portfolio. Mini is the only brand BMW retained after its disastrous acquisition of UK automobile manufacturer Rover Group. It has proved spectacularly successful all over the world, even in the notoriously hard to please US market, which overtook the UK in 2008 to become Mini's single biggest by volumes.

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Competitors: see Cars & Motor Vehicles Sector for other companies

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Mini website

BMW Group

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