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Mini unveils new, stripped down logo

Quirky British marque Mini is going with a ... less-than-quirky logo redesign, unveiling a "flat design" that it says is intended to focus on the essentials. It replaces the three-dimensional white-on-black logo that first appeared in 2000. Gone are the three-dimensional style, shading, gray tones and gray-on-black name of the previous version in favor of a stark contrast of black lines and the all-caps Mini name against a white background. It keeps the wings, which first featured on the iconic cars in the early 1960s, according to the Logos History blog, which has a comprehensive collection of logos stretching back to the brand's origins in 1959 under the British Motor Corp. and the Austin and Morris brand names. It also bears a visual similarity to the logo introduced during the mid-'90s. We're not saying the new logo was designed on an old PC using MS Paint, but it looks like it could've been. Parent BMW Group says the new logo combines stylistic elements from the early phases of the classic Mini "with a future-oriented appearance that focuses on the essentials" and a two-dimensional look "allowing universal application." (Meaning, cheaper to produce?) It'll appear on all new Mini models starting in March on the bonnet, the rear, at the center of the steering wheel and on the remote control.Related Video: Image Credit: BMW Group Design/Style MINI Coupe Sedan branding logo bmw group

Mini to skip 2016 Detroit, Geneva Auto Shows

Following a report from the team at MotoringFile, rumors have been swirling that Mini will join Jaguar Land Rover and abandon this year's North American International Auto Show. We can officially confirm that the BMW-owned brand will be passing on not only next month's Detroit show, but also Europe's flagship Geneva Motor Show. It all has to do with positioning. See, auto shows can be two things – they can be news events, or they can be consumer events. On the consumer side of the equation, we have the sprawling Chicago Auto Show, while both Geneva and Detroit lean heavily towards being a source of breaking news. Based on Mini's official statement, it looks like it was that positioning that led the brand to pass on two of the world's most important auto shows. "The BMW Group confirms it has decided Mini will not be represented at the shows in Detroit and Geneva. This decision reflects Mini's new product and brand strategy, which was presented to the public on June 24, 2015," Mini USA spokesperson Mariella Kapsaskis told Autoblog in an official statement. "Part of the new brand strategy is focusing on selected auto shows and an increased engagement with events that increase MINI's access to other relevant target groups." Max Muncey, PR manager for NAIAS, corroborated the statement from Mini. "The North American International Auto Show is one of the few shows to carry the international moniker. As such, we focus on making news with global media outlets rather than serving as a consumer show," Muncey told Autoblog. "Mini's decision reflects this positioning." According to Muncey, Detroit hosted 5,000 journalists last year, while its media coverage was roughly double that of LA, where Mini held the world debut for the new Convertible and the US debut for the Clubman last month. In our opinion, with both those debuts out of the way and not much else coming down the pipe in the near future, prioritizing auto shows based on consumer attendance rather than media attendance seems like a sound strategy. Here's hoping Mini returns to the frigid wastes of Detroit for the 2017 installment of the North American International Auto Show.

Mini Convertible will reportedly close its top for the final time in 2024

Mini will cancel the droptop version of the Hardtop after three generations, according to a recent report. The Convertible competes in a shrinking segment of the market, so it's one of the brand's slowest-selling nameplates. Production of the current-generation Convertible (pictured) is scheduled to end in February 2024, Automotive News learned from unnamed supplier sources, and the model will not spawn a direct replacement. Mini hasn't confirmed the report, but it's credible because the firm sold only 4,031 units of the Convertible in the United States, one of the largest droptop markets in the world, in 2019, a 25% drop compared to 2018. Global sales totaled 30,426 last year, the publication reported, a not-insignificant 14% drop compared to 2016's results. Motorists who want a convertible Mini may not be entirely out of luck. While it doesn't sound like the head-turning Superleggera Vision concept unveiled in 2014 will reach production, the BMW-owned brand hasn't given up on the idea of launching a standalone sports car that could arrive as a mid-engined roadster. It would likely be electric, like we previously reported, and it hasn't been approved for production yet. Mini has more pressing issues to deal with. Global sales fell by 4.1% in 2019 as motorists in all markets flock around crossovers. As a remedy, executives confirmed they've delayed the launch of the next-generation Hardtop, which will again wear a retro-inspired design but rely largely on technology to offer motorists a simpler, cleaner-looking interior. In the meantime, the company is reportedly developing a pair of crossovers that will allow it to plant a stake in key segments of the market. One, which could revive the Paceman name, will arrive as an electric model developed jointly with China-based Great Wall Motors and built locally. Possibly named Traveller, the second will be a more conventional SUV aimed largely at the American market and neatly positioned between BMW's X1 and X3 in terms of size. It will ride on the German firm's modular CLAR platform, which underpins cars like the 3 Series. Expanding the range while investing in new technologies, like electrification and autonomy, requires a huge amount of resources. In turn, these expenditures make the Convertible's business case even more challenging. If the report is accurate, the Convertible will stick around for about 3 1/2 more years, so it might receive a handful of updates before it closes its top for the final time.