????1994年，當寶馬（BMW）從英國汽車公司（British Motor Corporation）買下羅孚集團（Rover）這塊燙手山芋的時候，對這筆交易的質疑聲此起彼伏。此后6年，寶馬基本上任由羅孚自行發展，直到2000年這個戰略被證明是失敗的，寶馬才將羅孚集團拆分，將羅孚和路虎（Land Rover）兩個品牌轉手賣出。

????但是，寶馬選擇繼續保有MINI這個品牌，并且讓它重獲生機。

????自從2000年以來，寶馬向MINI注入了大量工藝和生產技術，生產了一批格調與性能兼備的精品小車，使MINI品牌名聲大噪。要保留MINI獨特的英倫范兒可絕不是一件容易的事，畢竟MINI與寶馬在德國的實驗室和設計室有著極深的聯系。

????今年9月初，寶馬隆重慶祝第300萬輛MINI車在英國牛津工廠下線，并且推出了一款最新版的四門硬頂車型（寶馬自家稱其為“五門”），這款車型有著比較寬敞的后排空間。從目前的銷量數字來看，寶馬已經愈發認識到有效管理多個品牌并且多點盈利的重要性。

????這300萬輛車中有200萬輛是從英國出口的。由于當年英國政府連年對沒有競爭力的本國汽車廠商進行救助和補貼，給經濟帶來了不小的壓力，因而許多英國人對MINI最終賣給寶馬都感到很欣慰。MINI的出口給英國經濟帶來了強勁的推動力，同時也成了英國的驕傲。

????英國運輸大臣蘇珊?克雷默指出：“MINI是英國的一個符號，蒸蒸日上的汽車產業已經成為推動英國經濟不斷增長的排頭兵，而MINI正是其中一個非常重要的部分。本屆政府正在努力為寶馬等汽車廠商創建理想的環境，鼓勵它們繼續創新，開發具有全球吸引力的英國國產汽車。”

????寶馬集團負責生產的董事哈拉德?克魯格表示，自從2000年以來，寶馬已經在英國投資了17.5億英鎊（折合29億美金），并計劃在2012到2015年間追加投資7.5億英鎊。另外寶馬旗下豪車品牌勞斯萊斯（Rolls-Royce）的主要組裝地正是在英國的古德伍德工廠，勞斯萊斯的大多數機械部件都是從歐洲大陸運到那里進行組裝的。

????隨著MINI的全球銷量達到每年30萬輛，牛津工廠每年17.5萬輛的產量已經不能滿足市場需求，其余部分只能承包給奧地利MSF Graz公司和荷蘭VDL Nedcar公司的工廠生產。

????評測人士對這款最新的MINI車型的評價普遍比較正面，認為它的加速能力不錯，作為一款前驅轎車，操控性也令人滿意。后排空間雖然不是特別大，但是比起之前的兩門版車型已經有了很大的改觀。

????評測人士還指出，MINI的售價要顯著高于本田（Honda）和福特（Ford）等競爭對手的同級車型。它的最低配起價就達到22,300美元，頂配售價甚至高達近4萬美元。

????《人車志》雜志（Car and Driver）撰稿人恰巴?西爾給這款新車型打了很高的“視覺創意”分數，指出“這款MINI骨子里是一臺寶馬。”

????換句話說，MINI的車主獲得了很多寶馬的技術和工藝，但其售價不像寶馬那樣高。這種多管齊下的戰略取得了很好的效果，也為寶馬公司帶來了豐厚的財務業績。寶馬股價增幅超過了工業平均水平，更不用提其它的汽車業競爭對手了。

????MINI可能看起來是個令人忍俊不禁的英倫時尚小憨豆，但它令寶馬的投資者們笑得更開心，更不用說寶馬的創始人匡特家族了。(財富中文網)

????譯者：樸成奎

????More than a few skeptical voices were raised in 1994 when BMW bought the failed assets of British Motor Corporation. BMW left the Brits mostly alone until 2000, disposing of Rover and Land Rover when that strategy failed.

????BMW decided to hang on to MINI and fix it.

????Since 2000, BMW has infused a healthy dose of engineering and manufacturing in the brand, creating vehicles with the taut feel and performance that made Bimmers famous. The trick was doing so while preserving MINI’s distinctive English personality – no mean feat given the car’s deep connection to BMW labs and studios in Germany.

????In early September, BMW celebrated its three-millionth MINI at the main factory in Oxford, U.K., and introduced its latest variant, a four-door hardtop (which it calls a “five door”) with a roomier rear seat. Given the sales numbers so far, BMW has increased its recognition for the ability to manage multiple brands efficiently and profitably.

????Of the three million, two million have been exported from England. Many Britons view with relief the decision finally to sell to BMW, following years of bailouts and subsidies for British automakers that weren’t competitive. MINI exports have been a major boost to the economy and a source of pride for the country.

????“The MINI is a British icon and is a major part of a thriving automotive industry spearheading the growing British economy,” said Baroness Susan Kramer, Minister of Transport. “This government is working to create the right environment for car manufacturers like BMW to continue innovating and developing British-made cars with worldwide appeal.”

????Harald Kruger, board member for manufacturing, said BMW has invested ￡1.75 billion pounds ($2.9 billion) in its British operations since 2000 and another ￡750 million from 2012 through 2015. The German automaker also owns Rolls-Royce and assembles the luxury automobile in a plant located in Goodwood, England, most of the heavy and mechanical parts shipped there from the continent.

????With worldwide MINI sales running at about 300,000 annually, the 175,000-unit capacity at Oxford has been supplemented by contract manufacturing in Austria by MSF Graz and in the Netherlands by VDL Nedcar.

????Reviewers have been positive on the newest variant, giving the car credit for peppy acceleration and taut handling from its front-wheel-drive configuration. The back seat, while not overly spacious, is a vast improvement over the much smaller space in previous, two-door models.

????Reviewers also noted that MINI costs considerably more than like-size competitors from Honda and Ford, starting at $22,300 for the basic version and rising in price to nearly $40,000 with all possible options and enhancements.

????Writing for Car and Driver, Csaba Csere gave the new model high marks for “visual creativity,” noting that “this MINI is essentially a BMW under its skin.”

????In other words, a MINI buyer gets a lot of BMW technology and engineering without paying as much as a BMW costs. This multi-pronged approach to the automotive market has paid off handsomely, helping to deliver superior financial results. BMW’s shares have outpaced major industrial averages, not to mention competitive automakers.

????MINI may seem like a quirky little automotive fashion statement that makes people smile. It makes investors, not to mention BMW’s founding Quandt family, smile even more.