MINI Teases Crossover Concept As It Announces New Design Language

Mini is embarking on a new design era with the introduction of its new Charismatic Simplicity design language. This language will be previewed with the release of an all-electric crossover concept next month.

All future Mini models will be based around architectures designed for electric powertrains and through its new design philosophy, Mini will reduce the number of components and instead concentrate on essential styling elements. It wants future models to “achieve an emotional, intuitively perceptible identity,” and will ensure that each future Mini model will have “its own individual charisma that is unmistakably based on the brand’s core, reinterpreting it confidently and in its own way.”

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A key pillar of the new design language will be the use of advanced LED technology in the taillights of Mini models, providing the typical Union Jack design with a unique light signature for each model. The next generation Mini study also does away with most chrome elements.

Sustainability is a key factor of Mini’s Charismatic Simplicity design language. For example, the concept goes leather-free and focuses on the use of secondary raw materials alongside natural and recycled materials. It uses a fully-digital round display with a revised user interface, though Mini’s design team has opted to retain some important analogue control units, including toggle switches.

“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,” head of Mini Design Oliver Heilmer described.

A single teaser of the aforementioned crossover concept has been released. Mini says this concept will showcase “how technological innovations and a progressive interpretation of individual mobility are taking the brand’s design language far into the future.”

We already have a good idea of what to expect from Mini’s new design language after a prototype for the next-gen Cooper S EV was spotted in China late last year without any camouflage. It made a particularly bold statement with overhauled LED taillights and the presence of black accents rather than chrome.