MINI Set To Become A Direct Rival For Tesla
Sales for the all-electric Mini Copper SE may be still struggling, but BMW's small car brand has something big planned ahead. But will this be enough for the Minis to survive?
Brands who undergo quite a big change always have to go through a make or break decision. Testing unknown waters can be quite scary, so the whole marketing scheme could change. Mini's in luck, however, as its probably taking cues from Tesla.
CarsDirect reports that BMW has sent memos to its American dealerships that contain plans to launch a new campaign by the end of August. It involves the blatant advertising of the new Cooper SE next to Tesla showrooms at shopping malls.
While Tesla has sent mixed messages about its plans to keep or close its stores, the effort from MINI appears to be a clear way for the iconic British brand to get its electric car in front of Tesla shoppers.
Foot traffic will be incredible for Mini's showrooms that's for sure, but those who choose to enter Tesla's area will also get to have a glimpse of what Mini has in store. Ironically, Tesla can't seem to decide whether or not to close some of its stores due to the high expenses involved. One can easily shop for and order a Tesla online instead.
We're yet to see if this promotional strategy will work, but the Mini Cooper SE could use some promotions here and there. It's a new EV, and unfortunately for the brand, Tesla has managed to imprint their logo to the minds of many when it comes to this type of car.
Based on its European specs, the Cooper SE has a driving range between 146 to 168 miles. As for the Tesla Model 3, the EPA says it has an estimated range of 310 miles. It even has semi-autonomous driving, which is something the Mini brand currently doesn't have.
The Cooper SE has a three-door hatchback design, while the Model 3 sports a five-door fastback body design, which is deemed more useful. But when smaller parking spots and city driving are concerned, the Cooper SE definitely winds these rounds.
As for the pricing, the Cooper SE is currently at 32,000 Euros, and while there is no official price in US dollars yet, it is believed that it will go on sale just below $36,000. The Model 3 is at $40,000, which means only a few thousand more and you get a semi-autonomous vehicle.
Still, cheaper means cheaper. We'll all eventually find out how this goes for the Mini.