- The MINI Zero concept reclaims the true heritage of the brand. At 3571 mm it is slightly smaller than the MINI Cooper, but longer than the cancelled MINI Rocketman. Lately the MINI brand has been losing appeal and market share in the premium small-car segment due to competitors like the Audi A1, Fiat 500 and Citroën DS3. One of the criticisms is the playful styling of the current MINI, which often make the car look like a toy or a trendy fashion victim relying heavily on printed stickers or "limited editions" to differentiate.
- The design of the MINI Zero is modern, sophisticated and athletic. It evolves the current design language but still stays true to the main iconic MINI characteristics. These iconic elements have helped shape the identity of the brand and its cars. However, the concept also challenges other aspects of the brand which have overshadowed the original intent of Sir Alec Issigonis' classic MINI.
The MINI Zero presses the reset button and goes back to the humble roots of the classic MINI. In short this concept embodies:
- Zero "schnickschnack" (gimmicks) - it is the most basic, entry-level car in the range and is positioned under the Mini ONE. The ONE and Cooper are becoming quite large...
- Zero compromise - it is a pure & tailored design and does not rely on chrome exterior trim & other plastic bits.
- Zero "schicki-micki" (trendy-fancy) - it is authentic and the spiritual successor of the classic MINI.
- Zero fat - all the above results in an ultra-lightweight MINI (840 kg) and a very good power-to-weight ratio without a large carbon footprint.
- The future generation of MINIs will be powered by a range of turbocharged three-cylinder engines (shared with BMW). The new MINI family is moving to the new modular F-platform which will also be shared with BMW’s front-wheel-drive models. As a result, the new platform is also expected to give birth to a range of four-door MINIs in addition to the two-door variants. This will allow MINI to compete with cars such as the Audi A1 Sportback and the new Mercedes A-Class.
These quick illustrations were created for MSN UK:
The concept was also featured in Wallpaper: