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MINI is a niche car company. Let's face it, the quirky BMW-owned manufacturer really is not precisely in the automotive business. It's in the accessory business.

Much like cars built by Fiat and Smart, these products are for a very narrow, targeted demographic. And as we've been saying for quite a bit of time that there's not much room left for them to play. Essentially, everyone that wanted a MINI or a Fiat or a Smart car went out and purchased them. Although I have ZERO scientific data to support this, I'd wager that after the consumer was done with their cute urban car they probably want to upgrade to something more luxurious or something larger.

Of course these niche players have added vehicles to their product portfolio but aside from the Countryman, nothing really stuck. MINI had a particularly bad outing with its Coupe and Roadster variants. Now it will be interesting to see how the five-door Cooper does in the marketplace.

So, what does the company do NOW?

Apparently it looks like MINI may be giving it another go with a halo-type sports car. Modeled after the Superleggera Concept, it looks like MINI will be building a two-door convertible that would go up against the likes of the Audi TT.

But, I have to be a bit cynical and address the elephant in the room. After all I said above, is this what the company really NEEDS?


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