How BMW's Mini Trumped Daimler's Smart Car
"Daimler's brand has lost its way in the high-end micro-car market it pioneered.
BMW’s Mini outsells Smart about three to one. The brand now earns about €200 million a year vs. annual losses at Smart of about €100 million."
"Mini, which is based in Oxford, England, will add a roadster and a coupe-like crossover this year, taking its lineup to seven models. It’s also expanding its John Cooper Works high-performance models, which offer larger engines and gear such as spoilers. Up to 10 design variations, both bigger and smaller than the current vehicles, are possible, says Kay Segler, Mini’s chief. “Mini is a brand and not just a model, like it was when it was first introduced in 1959” under the Austin and Morris nameplates, says Segler. “We’re the first premium car brand in the compact segment. That’s the main difference to our competitors.”
More: How BMW's Mini Trumped Daimler's Smart Car - Businessweek 
Feb 3rd, 2012, 11:04 PM
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