(Munich/Beijing) On September 1, at the 2023 International Automobile & Intelligent Mobility (IAA) exhibition held in Munich, the new electric MINI Cooper, a brand under the BMW Group, was unveiled for the first time in the world. As the first fully electric model in the next-generation MINI family, the new electric MINI Cooper more clearly expresses the brand's essence: its iconic minimalist design and go-kart-like driving sensation . Accordingly, MINI has advanced to a new stage of brand evolution, taking a significant step toward full electrification by 2030 .

The new electric MINI Cooper, introduced as the 5th generation MINI 3-door model, continues to be synonymous with urban driving pleasure while offering a modern interpretation of the brand's essence through a "minimalist" design language. Equipped with unique enjoyment and innovative digital technology, the new electric MINI Cooper further evolves the brand's classic minimalist design, realizing a more sensual and distinctive expression. It can be said that the electrification and digitalization of the design not only introduce new elements that MINI fans have been waiting for, but also reinforce the brand's significance and historical heritage .

Stephanie Brewst, Senior Vice President of the MINI brand at BMW Group, stated: “The global MINI community is very open to electric mobility. As the high demand for MINI’s zero-emission vehicles persists, the brand’s commitment to full electrification is intensifying, and I am confident that the new generation of MINI models is becoming even more popular. With driving pleasures akin to electric go-karts, immersive digital experiences, and the principles of sustainability upheld since the inception, the new MINI family can be said to have been created specifically for urban dwellers around the world.”

The electric MINI , featuring a "minimal to minimal" design, embodies the essence of the brand and further highlights the MINI-ness.

For over 60 years, MINI has been a highly distinctive and design-oriented luxury brand, boasting a design that is instantly recognizable. The classic body proportions, the circular elements visible throughout, and the Union Jack design all embody the core essence that the MINI brand has cherished since its inception.

The all-new electric MINI Cooper combines familiar and fresh sensations. The proportions inherited from the family create an instantly recognizable design, while the sleeker, streamlined, and modern exterior, which leverages the unique advantages of an electric vehicle, perfectly embodies the appeal of an urban model. The wheels are positioned at the four corners of the body to enhance agility and responsiveness.

As you approach the new electric vehicle, the MINI Cooper, the front end features an impressive new octagonal grille that retains the design of MINI's iconic circular headlights, powerfully highlighting the car's dynamic presence. The LED daytime running lights not only offer three adjustment modes but also interact with the driver by displaying welcome and farewell animations when turned on or off, making the interactive exterior experience feel almost like a ritual.

From the side view, the black door sills accentuate a dynamic presence, making the ride appear low and giving the impression that the car is soaring through the air. The continuous design of the waistline adds depth to the side view. The rear view is similarly characterized by a clean, streamlined shape and a unique design. The Matrix LED taillights feature three dimming modes and inherit MINI's traditional vertical light cluster design while naturally incorporating Union Jack elements; they draw the eye and exude a fading presence as the car bends at an angle.

The electrified MINI 3-door model continues the go-kart-like driving pleasure that is the core value of the brand. The MINI Cooper SE has 160 kW/218 hp of power and 330 Nm of maximum torque. It accelerates from 0 to 100 km/h in just 6.7 seconds and has a range of 402 km (WLTP)* [1] .

Innovative digital technology highlights MINI's unique ideas, creating an enjoyable and immersive experience.

As an urban brand, MINI always prioritizes the realistic user experience, and all its designs are engineered to allow people to fully enjoy city life. The interior of the new electric MINI Cooper follows the brand's "minimalist" design philosophy and utilizes innovative digital technology to realize a cleaner, more sophisticated space, providing a warm, inviting, and immersive experience .

The front seat design brilliantly embodies the classic Mini's bold and minimal style. By retaining only three basic elements—the steering wheel, the circular center display, and the toggle switches— it realizes the purest design within the car and clearly expresses the minimal essence of the Mini.

Outstanding design is not about accumulating technology, but about creating a comfortable experience through intelligent technology. MINI has equipped its vehicles with the brand's first circular OLED center display, which serves as the greatest highlight of the interior. Featuring a slim 240mm diameter design, a high-resolution touchscreen integrating rich functions, a clear interface design, vivid colors, and intuitive operability, it also allows screen images to be extended across the entire interior panel via projection technology, providing services to users in a more innovative way .

In addition, the new car is equipped with a completely new MINI operating system that launches the MINI Intelligent Personal Assistant. The MINI Intelligent Personal Assistant starts simply by saying "Hello MINI." Two visual expressions are available: the stylish "MINI" and "Spike," a digital pet modeled after a British Bulldog. With emotional and warm expressions, it provides users with an enjoyable in-car digital experience, further strengthening the emotional connection between the person and the car in the digital world. The overall operation logic is as convenient and flexible as using a smartphone. This small assistant can also perform functions such as recognizing the location of speakers, making phone calls, starting searches, and controlling the temperature.

Below the circular OLED central display screen , there are five toggle switches for controlling parking, gear change, start/stop, driving modes, and volume . Other functions can be operated on the display screen. If you look closely, MINI's "BIGLOVE" design is naturally hidden on one of the toggle switches, showing that MINI truly understands its users.

Speaking of the digital experience, MINI, known for its joy-filled design, has fully utilized its ability to simplify complexity and personalize, taking the existing driving interface to a whole new level. The next-generation MINI model offers a total of eight 'environment modes.' The dashboard features five modes: Core , Go-Kart , Green , Balance , Timeless , Personal , Vivid , and Trail . Each mode has a unique user interface design. Even more impressive is how the entire dashboard is illuminated by the "magic of light," displaying colors and patterns that match the selected experience mode. As a subtle detail, a unique sound effect is emitted to indicate that each experience mode has been activated.

Create sustainable future vehicles with eco-friendly materials and unique designs.

Looking at today's global market, consumer awareness and policy directions are also leaning toward the single point of more efficient use of space and energy, as well as the reduction of consumption. This aligns perfectly with MINI's philosophy of being "small but important," and sustainability is the clearest embodiment of MINI's DNA and is the brand's greatest strength. For MINI, sustainability is not a goal but a lifestyle cherished since its inception, and the new electric MINI Cooper is no exception.

Stepping inside, you are enveloped in exquisitely designed fabric, feeling the warmth and comfort of home. The two-tone fabric, created using MINI's proprietary knitting technology, utilizes recycled polyester fibers to achieve a variety of structures, superior texture, and ease of maintenance . For the first time, recycled fabric has also been used on the wide, curved dashboard at the front, featuring a two-tone design, unique layering, and excellent tactile feel. Customizable color schemes are also available. The seats are painted in high-quality Bessin, and all fabrics, headliners, and flooring are made from recycled materials. Premium fabric is used on the doors, and multifunction buttons are integrated beneath the backlit fabric surface, expressing a sophisticated style down to the smallest detail.

Even with continuous updates and improvements, MINI remains unwavering in its commitment to preserving the essence of the brand and providing the ultimate experience for both driver and passenger. Inheriting renowned classic designs and go-kart-like driving pleasures, the MINI brand continues to innovate while upholding tradition, leading the luxury compact car segment with its strong brand power and product quality. MINI proves to the world that compact cars have the potential to go beyond imagination.