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Next-generation Mini Clubman could morph into a crossover

Mini knows selling station wagons in a market dominated by crossovers and SUVs is easier said than done. Since it can't beat them, it's considering joining them by making the next-generation Clubman more crossover-like than the current model, which proudly embodies its station wagon heritage. Oliver Heilmer, the BMW-owned firm's chief designer, broke the news to British magazine Autocar. The publication pointed out the current-generation Clubman (pictured) is about as long and as wide as the Countryman, and the two models occupy the same price bracket, but it's outsold by its taller sibling. Making it an SUV would certainly give sales a significant boost, but where would this strategy leave the Countryman? Launching a smaller soft-roader is off the table, so one nameplate would grow in size. The Clubman might take the Countryman's spot in the range, allowing it to move up. Nothing is set in stone yet, though putting the Clubman on stilts would better align it with the tastes of motorists in America, one of the brand's key markets. While Mini's sole wagon looks ready for a growth spurt, Heilmer stressed the retro-styled Hardtop — one of the brand's pillars — will remain true to its tiny roots when it enters its fourth generation in the coming years. Keeping the hatchback relatively small while carving out an acceptable amount of interior space and making it compliant with safety regulations around the globe is a huge challenge for Mini's vehicle development team. And, contrary to some industry rumors, going electric doesn't instantly solve the problem. "It's not necessarily the internal combustion engine that needs the space. Even with an EV, which has a smaller motor, you still need a crash box. Crash performance is the bigger issue," the designer explained. He's hopeful his team will solve this problem in 2020, but he warned keeping costs in check is another priority. Clearly, designing a city-friendly car is more difficult than it used to be. New technology might come to the rescue. Energy-absorbing foam could notably take the brunt of an impact, and allow designers to reduce the Hardtop's overhang. Other models would likely receive it, too, but Heilmer's team is primarily concerned about keeping the Hardtop's footprint in check. The rest of the range can — and, probably, will — continue to grow in the coming years. All told, the Hardtop will remain the foundation the rest of Mini's range is built on.

Mini's Super Bowl ad stars Serena Williams and Tony Hawk

Everyone seems to have an opinion about what kind of car a Mini is, and what it says about its driver. For many, it seems, buying one is as much a fashion statement and lifestyle choice as it is anything else. And Mini is out to face those notions head-on in its latest Super Bowl ad. Set to air during the third quarter of the big game on the 7th, the spot brings in a star-studded list of celebrities. Tennis great Serena Williams, soccer player Abby Wambach, hip-hop star T-Pain, major-league pitcher Randy Johnson, skateboard legend Tony Hawk, and actor Harvey Keitel all feature in the 30-second spot dubbed "Defy Labels." The ad was produced by Butler, Shine, Stern & Partners and shines a spotlight on the new Mini Clubman. But you don't have to wait until Sunday to see it: you can watch it right here, and scope out the additional behind-the-scenes video below. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. MINI DECLARES DEFIANCE IN STAR-STUDDED GAME DAY AD Woodcliff Lake, NJ – February 1, 2016... As more than 100 million viewers around the world prepare to tune into the big game on February 7, MINI USA is unveiling its star-studded 30-second spot today, set to air in the third quarter of the year's biggest night in television advertising. The ad, created by Butler, Shine, Stern & Partners (BSSP), embraces many of the labels the brand has experienced over the years with a very powerful message: it doesn't care what you call it. "Defy Labels," has its roots in the fact that everyone and everything is labeled but how you handle those labels is what matters. With defiance at its core, the campaign inspires people to shed the labels society has placed upon them and instead define themselves. "Ever since the first Mini was built in 1959, it has been labeled as one thing or another. It's small. It's cute," said Tom Noble, department head, MINI Brand Communications. "This campaign acknowledges those labels in a very authentic way while simultaneously showing people MINI is more than that. With the launch of the new Clubman, our brand is growing up, our products are more sophisticated, and its time to reset the conversation." The brand worked with an ensemble cast of athletes and celebrities to help start that conversation.

Mini Superleggera gets the green light

With the fairly lackluster designs coming out of Mini recently, leave it to a group from outside the company to get things right. The minds behind the Berlinetta Lusso and Disco Volante at Touring Superleggera did just that with the retro-inspired Mini Superleggera Vision Concept from last year's Villa d'Este Concours d'Elegance. Now, according to Car in the UK, the droptop has a green light for production from the BMW board and could arrive in showrooms by 2018. The concept stole our hearts with its rounded shape, rear fin and Union-Jack-shaped taillights. Inside, the interior went for extreme minimalism with an aluminum dashboard that positioned just a simple tachometer and thin steering wheel in front of the driver. The production version reportedly rides on the third-gen Mini platform but retains all of the concept's major styling elements. In place of the electric motor, expect the current engine offerings with a 1.5-liter three-cylinder and a 2.0-liter four-cylinder available under the hood. Patent documents might provide an even better hint at what to expect. They also show the design not changing much, other than the lights no longer in the grille, a framed windshield and slightly smaller fin. The Union Jack taillights remain, though. Peter Schwarzenbauer, BMW Group member in charge of Mini, asserted the company was testing the waters for production shortly after the Superleggera's debut. At the time, the price was speculated to be around 35,000 euros if the car arrived on the market in Europe. Related Video: