James Gent

James Gent

June 16, 2022 5:27 pm


MINI has provided a preview of the new ‘Charismatic Simplicity’ design language to be used across its upcoming range of new electric models, doing so with a quick glimpse of a brand-new EV crossover.

Melding what MINI calls “the brand’s traditional values with state-of-the-art technology,” Charismatic Simplicity has been designed to give each individual model its own distinct character while simultaneously staying true to the established MINI ‘look’ (i.e. “a small footprint”). One cited example concerns the taillamps: traditionally constructed to form a Union Jack in tribute to the original Mini’s British heritage, “innovative LED technology” means the Union Jack design can now be tailored to “a variety of forms” to individualize each model.

The new MINI design language with Oliver Heilmer, Head of MINI Design

The new MINI design language with Oliver Heilmer, Head of MINI Design

In an interesting addition, the brand has also claimed to have dispensed with chrome accenting almost entirely, and in keeping with the environmental nature of EVs, will feature leather-free interiors in its next generation model line-up.

The new design language, both inside and out, has been developed in answer to the next generation’s electric-specific drivetrains and platform.

“Purely electrically powered models from MINI give us a unique opportunity to rethink our design,” Head of MINI Design Oliver Heilmer explains. “At the same time, we retain the attention to detail, sense of tradition and passion for innovation that MINI is renowned for.”

Oliver Heilmer, Head of MINI Design

Oliver Heilmer, Head of MINI Design

MINI’s accompanying image reveals a blurred silhouette of a concept study designed for the premium small-car segment. Though unnamed, the crossover, like the upcoming MINI 3 Door and the successor to the Countryman, will be purely electric, albeit geared towards “urban driving pleasure.” The first full preview of MINI’s new electric generation of vehicles will be presented at the end of July.

“The MINI Design DNA will clearly come through in every model of this new generation, leaving its brand affiliation in no doubt whatsoever,” Heilmer continues. “At the same time, the MINI design team has successfully created strong product features with individual accents that more than ever before underscore a sense of independence.”

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