MINI reinvents itself with “Charismatic Simplicity”

A game changer is coming in the world of electric cars and Mini is the one who is raising the bar with its new range of models, presenting a totally innovative design language that they have called “Charismatic Simplicity” (Charismatic Simplicity). This approach is a balance between modernity and tradition that has defined MINI as an iconic brand.

As Oliver Heilmer, Head of Mini Design, points out: «With our new Charismatic Simplicity design language, we’re completely rethinking the iconic Mini. Our purist, forward-thinking approach combines the simplicity of functional elements with the emotionality for which Mini is famous. We are convinced that the conscious reduction to a few but expressive elements allows innovations that would have been unthinkable before.«.

This approach promises to meld the functional with the emotional, the practical with the aesthetic, in a car that is truly one of a kind. This new design for the Mini family presents different characteristics, although for now, Mini only talks about three:

round OLED screen

A highlight of this new approach is the round OLED display. Mini is the first car manufacturer in the world to offer a fully usable touch screen in a round format. Not only is it functional, but it also has a sleek, frameless design, giving it a high-quality look.

In addition to its appearance, this screen allows for a completely new and minimalist user interface, which controls all functions of the vehicle, from entertainment to climate control. This minimalist approach turns the dashboard into a purist stage for the central display, maintaining the design heritage of the classic MINI.

Quality and sustainable materials

Demonstrating its commitment to sustainability, Mini will use a variety of high-quality, sustainable materials and colors that will be used in the new design of the steering wheel and seats. A recurring detail is the color Vibrant Silver, which adds a touch of class to both the interior and exterior of the vehicle.

The seats also feature a new range of colors and patterns, combined with classic styling elements. Armrests, integrated into the seats for the first time, and laminated side panels reinforce the attention to detail Mini has put into this new design.

Tires that make a difference

The rims have also undergone a major overhaul. The new graphic design is characterized by strong color contrasts, creating an illusion of larger size that is accentuated by the outward-pointing spokes. This design, in addition to providing a distinctive touch, improves the aerodynamic qualities and increases the range of the vehicle.

Mini is showing that it is not afraid of innovation and reinvention. With its new design language “Charismatic Simplicity”, the brand is laying the foundation for an exciting and sustainable future in the world of electric vehicles. We can’t wait to see this vision come to fruition in Mini’s new model range. What is clear is that, with its focus on simplicity and sustainability, Mini is preparing to lead the way in the next generation of electric vehicles.