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Next-generation Mini Clubman could morph into a crossover

Mini knows selling station wagons in a market dominated by crossovers and SUVs is easier said than done. Since it can't beat them, it's considering joining them by making the next-generation Clubman more crossover-like than the current model, which proudly embodies its station wagon heritage. Oliver Heilmer, the BMW-owned firm's chief designer, broke the news to British magazine Autocar. The publication pointed out the current-generation Clubman (pictured) is about as long and as wide as the Countryman, and the two models occupy the same price bracket, but it's outsold by its taller sibling. Making it an SUV would certainly give sales a significant boost, but where would this strategy leave the Countryman? Launching a smaller soft-roader is off the table, so one nameplate would grow in size. The Clubman might take the Countryman's spot in the range, allowing it to move up. Nothing is set in stone yet, though putting the Clubman on stilts would better align it with the tastes of motorists in America, one of the brand's key markets. While Mini's sole wagon looks ready for a growth spurt, Heilmer stressed the retro-styled Hardtop — one of the brand's pillars — will remain true to its tiny roots when it enters its fourth generation in the coming years. Keeping the hatchback relatively small while carving out an acceptable amount of interior space and making it compliant with safety regulations around the globe is a huge challenge for Mini's vehicle development team. And, contrary to some industry rumors, going electric doesn't instantly solve the problem. "It's not necessarily the internal combustion engine that needs the space. Even with an EV, which has a smaller motor, you still need a crash box. Crash performance is the bigger issue," the designer explained. He's hopeful his team will solve this problem in 2020, but he warned keeping costs in check is another priority. Clearly, designing a city-friendly car is more difficult than it used to be. New technology might come to the rescue. Energy-absorbing foam could notably take the brunt of an impact, and allow designers to reduce the Hardtop's overhang. Other models would likely receive it, too, but Heilmer's team is primarily concerned about keeping the Hardtop's footprint in check. The rest of the range can — and, probably, will — continue to grow in the coming years. All told, the Hardtop will remain the foundation the rest of Mini's range is built on.

Mini's Super Bowl ad stars Serena Williams and Tony Hawk

Everyone seems to have an opinion about what kind of car a Mini is, and what it says about its driver. For many, it seems, buying one is as much a fashion statement and lifestyle choice as it is anything else. And Mini is out to face those notions head-on in its latest Super Bowl ad. Set to air during the third quarter of the big game on the 7th, the spot brings in a star-studded list of celebrities. Tennis great Serena Williams, soccer player Abby Wambach, hip-hop star T-Pain, major-league pitcher Randy Johnson, skateboard legend Tony Hawk, and actor Harvey Keitel all feature in the 30-second spot dubbed "Defy Labels." The ad was produced by Butler, Shine, Stern & Partners and shines a spotlight on the new Mini Clubman. But you don't have to wait until Sunday to see it: you can watch it right here, and scope out the additional behind-the-scenes video below. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. MINI DECLARES DEFIANCE IN STAR-STUDDED GAME DAY AD Woodcliff Lake, NJ – February 1, 2016... As more than 100 million viewers around the world prepare to tune into the big game on February 7, MINI USA is unveiling its star-studded 30-second spot today, set to air in the third quarter of the year's biggest night in television advertising. The ad, created by Butler, Shine, Stern & Partners (BSSP), embraces many of the labels the brand has experienced over the years with a very powerful message: it doesn't care what you call it. "Defy Labels," has its roots in the fact that everyone and everything is labeled but how you handle those labels is what matters. With defiance at its core, the campaign inspires people to shed the labels society has placed upon them and instead define themselves. "Ever since the first Mini was built in 1959, it has been labeled as one thing or another. It's small. It's cute," said Tom Noble, department head, MINI Brand Communications. "This campaign acknowledges those labels in a very authentic way while simultaneously showing people MINI is more than that. With the launch of the new Clubman, our brand is growing up, our products are more sophisticated, and its time to reset the conversation." The brand worked with an ensemble cast of athletes and celebrities to help start that conversation.

Mini Rocketman concept reportedly going into production as an EV

Remember the Mini Rocketman Concept from the 2011 Geneva Motor Show? If you don’t thatÂ’s OK, as itÂ’s been almost an entire decade since Mini pulled the wraps off. Despite the massive time lapse, Mini decided to revive the concept, not just for show. The companyÂ’s finally going to put the Rocketman into production, as an electric vehicle. We've heard this before, a few years ago, but nothing was set in stone. Now it seems a decision has been made. AutoCar in Britain recently learned that the Rocketman will fulfill its premise as the companyÂ’s first subcompact city car. The production model, scheduled for 2022, will reportedly be heavily reworked and built as a joint project with Chinese automaker Great Wall Motors. “WeÂ’re advancing plans for a model along the lines of the Rocketman. ItÂ’s a car we have been looking at for a long time, but to build it profitably at the price point we think customers are prepared to pay, you need a joint venture partner to share costs. Great Wall Motors has provided that opportunity with a shared electric car platform that will be used by Mini,” an anonymous “senior BMW official” was quoted as saying. The production Rocketman will retain its three-door hatchback design and is expected to serve as the manufacturerÂ’s newest entry-level model. It will be built by Great Wall Motors in Jiangsu, China, while BMW oversees the design and production with plans to sell it in all markets globally. When the Rocketman first surfaced at Geneva, it was essentially BMWÂ’s direct response to DaimlerÂ’s Smart ForFour. However, even with positive feedback from prospective customers, the project was shelved because development discussions between BMW and its initial partner, Peugeot, ended abruptly. The companies were reportedly going to share platforms and powertrains in another joint venture. In the new agreement with the Chinese company, the production model will apparently use a small-car platform used by Great Wall Motors called the Ora R1. The Peugeot-BMW project was going to use either a three-cylinder gas or diesel engine. But the new model will gain an all-electric powertrain by Spotlight Automotive as a part of BMWÂ’s massive plan to launch up to 25 new plug-in hybrid and all-electric vehicles by the end of 2023. One of those models is the newly released all-electric Cooper SE.