Mini is famous for its iconic Cooper model, but it’s shaking things up lately. The Countryman crossover, introduced back in 2010, is a good example of this shift. Holger Hampf, Mini’s design chief, recently shared insights about the brand’s future. He emphasized a new focus on adventure-ready designs, aiming to attract outdoor enthusiasts.
Hampf, who joined Mini after a stint at BMW Designworks, is set to reveal updates to current models soon. He’s also hinted at a new generation of vehicles expected in the early 2030s. “People love the outdoor lifestyle and want cars that can handle it,” he pointed out during a recent press briefing.
Mini has explored off-roading before. In 2020, it teamed up with X-Raid, a German rally specialist, to create a Dakar-inspired version of the crossover. The collaboration produced several race-ready models and even trophies from major rallies. In the U.S., Mini sponsors a rally team competing in the American Rally Association series, adding to its racing pedigree.
The upcoming updates to the Cooper and Countryman models are slated for 2027. These fresh designs promise to revive Mini’s sub-brands, like John Cooper Works (JCW), which Hampf compared to BMW’s M division, hinting at a focus on performance.
Additionally, Mini’s collaboration with Deus Ex Machina resulted in two innovative concept models. These designs featured bold elements like wider fenders and sporty spoilers, and they gained positive reactions, suggesting that customers are eager for something new.
Overall, Mini seems committed to evolving its style and offerings, blending practicality with adventure. These changes reflect current trends where buyers are leaning toward vehicles that can support an active lifestyle.
For more on Mini’s design journey, check out the details on their collaboration with BMWBlog.
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Holger Hampf, John Cooper Works, design team, Mini
