Enhancing and maintaining an iconic brand like the Mini and Jeep is never an easy job since customers always expect that the new models would be much better in every aspect especially in terms of design and features.
The Mini brand is focusing on reviving a new generation of its sassy, two-door subcompact car that has become a huge success in the United States in 2002. The new 2007 edition Mini is going to be the new Mini since the last Mini was produced way back in 1959. It can be remembered that BMW has purchased the British automaker Rover back in 1994 and since then the Mini has been redesigned and re-engineered. It was not actually a bad thing if only the world’s iconic vehicle was able to maintain its original identity unfortunately due to the many modifications done on the old Mini it has became a new vehicle although still a Mini but very much different from what it used to be. The Mini was ranked alongside some of the world’s best like the VW Beetle and the Model T Ford.
Although many are doubtful that the German automaker could successfully develop a heir to the classical British vehicle that has become a tremendous hit in the world probably because the Mini is by heart British and German is German. But in the span of five years since the launching of the new generation Mini in the US, the Mini Cooper, Cooper S and convertibles was able to sell two and half times the manufacturer’s projections totaling of 177,000 Minis. Not bad for a brand that has no history whatsoever in this country.
The Mini became a world hit primarily for its one-of-a-kind design and creating a new version that would maintain the very essence of a Mini has become a major challenge for BMW’s designers. The 2007 edition Mini appears to be virtually identical to its predecessor but in reality everything about it is new from its body panel, hood, grille, headlights and the overall of the car are all brand new. But why did Mini bother to engage in such expensive redesign venture just to come up with the same result? Actually aside from reliving the glorious Mini heritage it also need some modifications especially under the skin to meet safety requirements.
The reason for creating the same original Mini design is the fact that people are used to seeing the Mini as such so the least that BMW can do is to create the changes below the surface by adding a much bigger engine compartment, a better crash absorbing space and a redesigned slightly made spacious interior.
Under the hood of the Mini is an all-new 1.6 liter four cylinder which is produced in partnership with PSA Peugeot. For the Cooper S model, the engine shifts from supercharging to turbocharging and produces a potent 172 hp through a standard six-speed transmission. The new Mini may not look different from the outside but its component parts have all been given a boost to optimize performance.
But BMW has also said that it is not just going to rely to a single body style to promote the Mini brand. It will continuously explore new ways on how to further enhance the Mini. A new wagon model is scheduled to hit dealerships next year. The automaker also said that they are looking for possible variants to the Mini to keep the brand fresh and appealing.
The Jeep® brand unlike the Mini has a different story since it does not need any reintroduction to the US consumers due to the fact that it has been a part of this country for a long time turning it into a common household brand. The popularity of Jeep around the world is so remarkable that it has given DaimlerChrysler the parent company the opportunity to expand its Jeep model to cover a broader market area. In just a matter of two years, a dramatic increase in Jeep model from three to seven--- with the latest, being the Patriot.
The Patriot is Jeep’s entry to the compact SUV segment and is expected to sell a total of 800,000 units by 2016. In terms of dimension and design, the Patriot comes very close to the Cherokee, the Jeep’s brand that was discontinued in 2001. The Cherokee is a very popular vehicle of Jeep and many Jeep enthusiasts are clamoring for its return.
The Patriot embodies everything that the Jeep brand stands for: toughness, functionality, upright styling and high-performance off-road capability. The Patriot is offered in two engines: the 2.0 liter and the 2.4 liter engines. The strong rivals of Patriot are the Toyota RAV4 and the Honda CR-V. But the patriot excels in some aspect like best in class fuel economy and off-road capability. It is also equipped with an impressive array of standard safety features such as side-curtain airbags, ABS brakes, electronic stability program and electronic roll mitigation. It also comes with only quality Jeep accessories like the Jeep bug shield which protects the windshield from bugs and insects that crashed or splatters into it while driving. The Patriot has everything that an off-road enthusiast dreamed of ---inexpensive, practical, rugged transport---qualities which are very Jeep.
By: Lisa Ziegler