2022 model sneak peek

This will be my first MINI, and it does seem odd how narrow my customization choices are. The reputation MINI had was that you could make a lot of customizations and your MINI would be unique. The reality seems to be narrower and narrower, and, dare I say it, that could be BMW's influence.

I mean, it seems the Piano Black exterior is a mandate for Iconic, when if they wanted to make it a premium choice, they could have made it an option exclusive to the Iconic trim. But even as you get to Trim Levels, you start to lose the idea of customization: What if I want only some elements of Iconic? (For instance, let me take the Signature Plus with the Mini Electric Collection and add leather seats and a moonroof, and I'm probably doing that instead of what I'm doing).

However, having some idea about manufacturing processes and scale efficiencies, I get why a company reduces choices. It may be that MINI still provides more customization than other brands, and the aftermarket certainly exists. I bet the whole wheels-thing is something you don't see on other cars (I've never thought about choosing which wheels to put on a car I've bought!)

 

Up until Mini introduced the Classic/Signature/Iconic trim levels a couple years ago, the customization was amazing. You could build exactly the car you wanted with no compromises. I'm not a fan of this new system that forces extra options I don't want or need.

 

If I wanted a black/black/black/black (exterior/interior/trim/wheels) MINI Cooper, the belt line would have to be black, too. Too bad it would cost $600 to dump the last bit of chrome--especially knowing MINI already makes the black belt line parts but decided to leave them in the parts bin.

 

This might be useful:

https://www.electrive.com/2021/02/12/mini-presents-mini-cooper-se-special-edition-model/

 

If the experience with the 2020/2021 SE is any indication, MINI is likely to add more options later on. For example, I had no ability to get roof rails as an early orderer, but now it's an option.

 

Yes! I’m glad for that - my order has the factory roof rails on it. The dealer will add the cross bars.

 

Why not just price the options high enough to discourage, but not prohibit, customers from getting what they want? I tested this idea when I volunteered to pay $1,500 to get the cheaper to manufacture, available at the point of assembly, scoopless hood the factory installs on every base MINI Cooper coming down the very same assembly line.

 

This video shows off an SE that MINI festooned with nearly every black trim piece the company makes. The trim pieces that aren't black are carbon fiber. (Ah, the rare chance to use the word "festooned.")

 

You are right. Honda may be the king of all in this game, where there are virtually no options but rather two or three "trim" levels for each model, with specific and unalterable option "packages" offered. I haven't purchased a BMW in some years, so perhaps they have escaped (or watered down) this "modern trend," but with MINI the customization choices are indeed narrowing over time with these pre-packaged "trim levels."

 

A new ad for the LCI (2022) Mini Cooper SE. I have to admit, after watching this, my opinion of the new front end is softening.

 

Interesting that they stick with the Grey with Yellow accents version, given how much the press materials have been in Island Blue.

I have finally seen, now, TWO "out in the wild" Mini SEs (2021s). The first was a month ago in BRG, and the second was yesterday in grey (with black roof and mirrors). On a grey car, that grey grille doesn't seem out of place at all, and, with my personal preference for chrome, I thought it looked great.

I am less convinced about how that grille would look on more dramatic colors, such as Black, Enigmatic Black, or even Island Blue. No matter, as I'm going to stick with my 2022, with the blackened front-end.

 

I have yet to see an electric Mini here in Greenville, SC. I suspect I will be one of the only ones. I think my salesman said they had sold one as of last December. But - on the topic of the new front end - I like it! I still don't like the yellow side mirrors.

 

I've actually been a bit surprised that I haven't seen more of them. It could be the range is a limitation for buyers around me, but I see MINIs all around the City -- small cars make for easy parking, and they do have a distinctive style. The SE stands to be the consummate urban car.

 

I haven't seen any either, except at the dealer (one dealer model and one customer bringing theirs in for snow tires). Which is odd, since the SE is selling really well. Guess just not in my state yet, which could be because Minnesota lags in EV adoption.

 

I believe they're sticking with the White Silver color rather than either Moonwalk Grey or the Electric Collection's Rooftop Grey. White Silver is the only color you could see on a MINI Cooper SE for many months after the July, 2019, introduction because all the press cars were that color.

Showing the Island Blue would result in disappointment to potential customers who would learn what features they would have to give up, what features they would have to accept, and perhaps, the high price they would have to pay for an Electric Collection MINI Cooper SE in Island Blue. Nah, I take that all back. They probably couldn't get the factory's new roof-sprayer to work right and the single hand-painted version they've made wasn't available when the ad was filmed.

 

I agree with everything you said.
I’m just curious that they stuck with the same style for advertising, and also say “all new”. Maybe not Island Blue, but any other standard color? It’s just the same exact car, right down to the paint, except for details most people will not notice from the commercial.

 

I, too, am weary of seeing that combination in their marketing. Keep it in the mix, since it shows off 'electric', but then throw in the variants that do not scream "I'M DRIVING AN ELECTRIC CAR!"

 

Now that the optional Energetic Yellow blade in the grille has been eliminated, the screaming has mostly been muted, with only the yellow mirror caps and Power Spoke wheels left to whisper, "this car may be electric." It seems it would make more sense to run a broader ad for the MINI Hardtop where the voice-over ends with, "also available with all-electric power."

If I hadn't been lucky enough to get a 2021 SE "screamer," I'd buy a 2022, delete the hood scoop (of course), and raise the electric volume even louder than the original blade by painting my 2022's grille insert Energetic Yellow (thank you, thank you, Michigan for not forcing me to mount a grille-obscuring front license plate!). I would also switch the stock whip antenna for MINI's Sport Aerial.