Brand Heritage


More than a car.

Great Britain 1959: a melting pot of cultural variety, great ideas and creative work. The first MINI revolutionised the conception of what a car could be: a bold little car economising on fuel but not on driving enjoyment. A rule-breaker that found clever answers to new ecological challenges by means of unconventional technology and intelligent space utilization. Even though the brand has been continually further developed until today, one thing remains unchanged with MINI: it is a doer, a shaper of the spirit of the age, a design icon. More than just a car.

Rebirth of a Legend.

Original, genuine, trustworthy. Since the relaunch in 2001 as part of the BMW group, the brand has continued to concentrate on essentials – the cornerstone of its identity. Here it has once again been successful in breaking through car conventions by introducing MINI in a functional small vehicle sector as the first brand with premium quality, emotional design and genuine driving enjoyment. The brand thus remains true to its roots, but with its new interpretation captures the spirit of the age once more.

MINI makes life richer and more alive. Not always on its own but with partners who share the brand’s values and line of thinking. With Eschenbach Optik, MINI has found its partner for the conception and realisation of MINI EYEWEAR. Since 1913 the traditional German company Eschenbach Optik has been creating spectacles with well thought-out design. Eschenbach glasses are not only timelessly attractive, but are highly modern, a perfect fit, award-winning and technically of the highest standard. Whether for nonconformists or design lovers: two traditional brands create a variety of urban design.


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