VIDEO: Could The Countryman C Expand MINI's Market Beyond Its Traditional Buyers?

MINI is banking on the new Countryman C to drive its next phase of growth in India. According to Florian Kuenstner, Vice President MINI for Region China, Asia-Pacific, Eastern Europe, Middle East and Africa at BMW Group, customer demand for a larger, more practical SUV led to the development of the latest-generation Countryman. While bigger than before, the SUV retains MINI's sporty DNA and has significantly expanded the brand's addressable market.

The company believes the Countryman can help accelerate sales growth, supported by local production that reduces reliance on imports and improves competitiveness. MINI also expects demand for electrified vehicles to rise over time, positioning the brand to benefit from evolving consumer preferences and a growing premium SUV market.

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