Kevin’s Corner – January 2011

Okay, it’s time to reveal my love/hate relationship with two things – the new MINI brand, and the Kardashians, which believe it or not share remarkable similarities.

When the new MINI was launched almost a decade ago, it harked back to the original icon very well, as a tribute to many of its endearing traits: small in size, nippy to drive, cute, functional and overall attractive, albeit at a premium price which did nothing really to deter sales figures.

The Kardashian clan somehow showed up on our screens and magazines around the same time and a few more later, we were all similarly taken with some good looks (like the MINI, much dependant on your preferences), occasional TV hilarity and some lighthearted fun we could accept in decent society.

Fast-forward to now, the start of 2011, and my derision is easier to explain. On analysis, no-one can truly explain the ongoing popularity of the Kardashian girls: they really don’t do anything at all with themselves to warrant their fanatical followers or money-spinning abilities, and while still pleasant on the eyes, they are by no means the best of any bunch. In actual fact their blatant exploitation of their surname, coupled with brattish, self indulgent behavior and usually poor attempts at delivering any true substance make them no better than any other buffed-up, packaged product dreamt up by Californian marketers, but still get lapped up by an adoring public.

See where I am going with this?

The MINI, produced in its many guises over this decade, has rapidly evolved from an attractive, endearing and worthy tribute to its grandfather into a somewhat overexposed oddity, a mix of arrogant design ideas and often lackluster substance delivery, but which will always sell like hot-cakes and have hordes of followers, thanks to the MINI (sur)name, and some (perceived) good looks. Put on paper, the MINI products were no better and more expensive than many other competitors, yet they were still devoured by screaming fans.

Which hopefully elaborates my approach towards the recently revealed MINI Paceman Concept, which is a coupe version of the brand based on the bigger, 4-door Countryman platform. Although not as petite as the original “Kourtney” MINI Cooper, but less bulbous than the “Khloe” MINI Countryman, let’s think of it as the “Kim” MINI – probably the most (ahem) well-rounded and best looking to date, and probably soon the most popular too.

MINI states that the Paceman ”embodies the idea of an incomparable driving experience in a way that meets the needs of a modern, lifestyle-oriented target group but also stays true to the character of the brand.”

While this may sound like MINI’s true intentions and apt for the Paceman, for me it is that “character of the brand“ that is slowly being diluted and becoming less important in a car such as this. Make no mistake, as a standalone vehicle, the MINI Paceman Concept looks to be, in all respects, a fabulous car once it goes on sale next year. It has and will no doubt deliver (at a price) the looks, engine, handling and build quality to outdo anything in its niche class, and coupled with its fanatical MINI followers, the waiting list for buyers will be long.

So therein lays my quandary. The Paceman, I believe, could be so good that it doesn’t need the MINI brand. It’s just a brilliantly packaged car through and through. Take away the iconic badge and even some of the MINI-esque subjective good looks and, unlike Kim, Khloe, or Kourtney, this will still be absolutely brilliant, gorgeous and deliver substance for all its fans. It’s not a Kardashian, it deserves to be popular, and that’s a good thing. But it still gets the name, and that’s not.

- Kevin Willemse