How The MINI Cooper Lost Its Cool

Video Description

MINI was a brand created in the midst of a fuel crisis. But the ultra-small cars designed to provide cheap and easy transportation for Britons in the 1950s and '60s became a cultural phenomenon and created the strong brand identity known around the world today. As more and more consumers opt for sport utility vehicles, the Mini looks to renew interest for a new generation. The trouble is that bigger is better in America, and MINI's specialty is "small." Sales have fallen from a peak of around 66,000 units in 2013 to less than 44,000 in 2018. Taking the if-you-can't-beat-them-join-them approach, MINI has beefed up its lineup, and now sells a sport utility known as the Countryman. MINI is also, like many other automakers, betting on electric. The company debuted the Cooper SE in July 2019. » Subscribe to CNBC: https://cnb.cx/SubscribeCNBC » Subscribe to CNBC TV: https://cnb.cx/SubscribeCNBCtelevision » Subscribe to CNBC Classic: https://cnb.cx/SubscribeCNBCclassic About CNBC: From 'Wall Street' to 'Main Street' to award winning original documentaries and Reality TV series, CNBC has you covered. Experience special sneak peeks of your favorite shows, exclusive video and more. Connect with CNBC News Online Get the latest news: https://www.cnbc.com/ Follow CNBC on LinkedIn: https://cnb.cx/LinkedInCNBC Follow CNBC News on Facebook: https://cnb.cx/LikeCNBC Follow CNBC News on Twitter: https://cnb.cx/FollowCNBC Follow CNBC News on Instagram: https://cnb.cx/InstagramCNBC #CNBC #MINI #MINICooper How The MINI Cooper Lost Its Cool