MINI's Cooper high-performance line has a long history of success in endurance and rally events.
Five models for the high-power enthusiasts
Now MINI enthusiasts in China can have more fun driving a racing compact as BMW officially introduces its sporty sub-brand John Cooper Works to consumers.
Brand positioning for racing variant puts it in the same market as the M series from BMW, AMG by Mercedes-Benz and the RS series by Audi.
Five John Cooper Work models are now available at prices ranging from 399,000 yuan ($64,354) to 439,000 yuan.
Now MINI offers Chinese customers its richest product lineup with 22 models in seven series equipped with four different engine lines.
"The launch of John Cooper Works will be the best birthday gift to celebrate MINI's decade development in China this year," said Zhu Jiang, head of MINI brand management at BMW Group China.
"The brand will provide a racing heritage to motor fans as it well balances the original racing driving experience with MINI's classic open-wheel motoring pleasure."
Though the John Cooper Works are small cars, "they bring an exhilarating feel to daily driving on city roads with their racing DNA", according to Zhu.
"From its first win in the 1964 Monte Carlo Rally to its most recent victories in the Dakar Rally, John Cooper Works has made its badge more than a logo - it's a symbol of MINI's strong racing heritage that stretches back more than half a century," Zhu said.
"It's a small lifestyle car, but equipped with strongest heart," added Zhu.
Zhu said that he is confident that the new racing line will also help improve MINI's brand image in the country.
"We are not looking for volume sales in the John Cooper Works line at the current stage.
"We hope that we can help educate and cultivate a racing culture in China's discerning consumers," said Zhu.
"In previous years, when we talked about a sporty car or racing car, it always referred to brands like Ferrari, McLaren and Lamborghini.
"However, John Cooper Works provides young Chinese - who are looking for high-performing cars for daily use - similar driving experience with less financial pressure," Zhu added.
Healthy growth
In the first five months, MINI's sales increased by 5.1 percent from a year earlier to 9,695 units in China.
"What impressed us is that Chinese customers' favor of our SUV model MINI Countryman," said Zhu.
"During the January to May period, the model's sales in China surged 33.8 percent year-on-year, contributing one-third of total MINI deliveries. The consumers we are dealing with now are more discerning than before, with more requirements to function and performance.
"Over the next few years, we hope to maintain the stable and sustainable growth.
"The low double-digit, even single-digit, rate is actually healthy and reasonable for MINI, based on the current sales volume," said Zhu.
In China for 10 years, MINI has sold more than 70,000 cars to local consumers.
Now it provides services through 87 dealerships across the country, and has already established 13 MINI 4S dealerships separated from BMW in first-tier cities.
"In the next 10 years, we and our dealers need to be mature. We should not only focus on profits generated by new car sales.
"As a brand with long-term commitment to the market, we will set our eyes on after-sales, financing and insurance services, as well as the second-hand trade-in business," said Zhu.
