Mini introduces Charismatic Simplicity EV design language

Mini will further unveil its new Charismatic Simplicity design language for its next-generation model family of all-electric vehicles at the end of July 2022 in the form of a crossover model concept car. 

The core of the brand will be embedded in the future Mini 3-door EV which is consistently geared towards urban driving pleasure. The successor to the current Countryman will also be hitting the road with a purely electric drive. 

The concept will showcase how technological innovations and a progressive interpretation of individual mobility are taking the brand’s design language far into the future. 

Mini says Charismatic Simplicity helps each new model develop a strong individual character of its own, focussing on the essence of the brand with a clear design language. Another central factor of the new design language is its choice of materials with a keen eye on sustainability. The next Mini model generation has a leather-free interior and dispenses almost entirely with chrome elements. 

“Purely electrically powered models give us a unique opportunity to rethink our design. At the same time, we retain the attention to detail, sense of tradition and passion for innovation that Mini is renowned for,” Head of Mini Design Oliver Heilmer says.

The vehicle architecture for the new Mini model generation has been developed for purely electric mobility. This means that every model, whatever its exterior dimensions, will continue to offer the ideal combination of a small footprint and available interior space in the future. 

“The Mini Design DNA will clearly come through in every model of this new generation, leaving its brand affiliation in no doubt whatsoever,” Heilmer says. “At the same time, the design team has successfully created strong product features with individual accents that more than ever before underscore a sense of independence.” 

Heilmer says Charismatic Simplicity gives each member of the future Mini model family its own individual charisma based on the brand’s core, by reinterpreting it confidently and in its own way. The authentic reference to the essential values of Mini are expressed in a very modern design language featuring clearly and cleanly modelled surfaces according to Heilmer.  

He says Charismatic Simplicity reduces the number of components and concentrates on essential elements. 

“We combine the core of the Mini DNA with innovative, aesthetic and technological inspiration in our new design language,” Heilmer says. “This means that every new Mini remains a genuine and at the same time future-proof original.” 

Innovative LED technology gives the Union Jack design of the MINI combination rear lamps a variety of forms, creating an individual light signature for each model. 

“Mini is an urban brand, every facet of whose design helps to make life in the city as enjoyable as possible,” Heilmer says. The key to this is both in advanced digitalisation in operation and connectivity, and in a clearly designed interior with intuitive functionality. 

In the cockpit of future MINI models, OLED technology for the fully digital display and control unit means significantly more functions can be combined in a single control unit. This is presented in the archetypal circular central instrument in the middle of the dashboard. 

Mini says is the world’s first car manufacturer to offer a touch display with a fully usable round surface. At the same time, the design retains analogue control units such as the toggle switches below the central interface. These embody the attention to detail and distinctive design features that transform intuitive functionality into an emotional experience according to the brand. 

“The future of Mini design is based on the courage and determination to shape change and stamp a distinctive and inimitable profile on the brand,” Heilmer says.