MINI is considering a plan to build a diesel model for the U.S., according to Patrick McKenna, the head of MINI’s U.S. product strategy. He talked to reporters at the recently held “MINI Takes The States” road rally. The challenge that MINI is confronted with is the question of whether new customers will be attracted to a diesel model. The automaker would prefer to have a bigger consumer base if it were to launch a diesel model in the U.S. Since the automaker’s resources are limited, investing into a diesel model would harm the brand instead of helping. MINI is presently developing a new generation of powerplants, which McKenna thinks, will offer additional performance and higher fuel efficiency than the existing powerplants. If MINI does approve a diesel model, it’s likely to be under the other models in its lineup. There’s a good chance that there will be a diesel Countryman but with its higher base price, the added costs could be a deterrent.
MINI wants to build a diesel model for the United States market
by Andrew Christian, Email, 09 Jul, 2012
