How The MINI Cooper Lost Its Cool

MINI was a brand created in the midst of a fuel crisis. But the ultrasmall cars designed to provide cheap and easy transportation for Britons in the 1950s and 60s became a cultural phenomenon and created the strong brand identity known around the world today. As more and more consumers opt for sport utility vehicles, the Mini looks to renew interest for a new generation. The trouble is that bigger is better in America, and MINI s specialty is Sales have fallen from a peak of around 66, 000 units in 2013 to less than 44, 000 in 2018. Taking the ifyoucan tbeatthemjointhem approach, MINI has beefed up its lineup, and now sells a sport utility known as the Countryman. MINI is also, like many other automakers, betting on electric. The company debuted the Cooper SE in July 2019. Subscribe to CNBC: Subscribe to CNBC TV: Subscribe to CNBC Classic: