INTERVIEW / SETHIPONG ANUTARASOTI

Mighty Mini

An icon among its automobile peers despite its diminutive size, the new Mini still has the ingredients for a uniquely fun drive

ALFRED THA HLA

You just shelled out over B2m for a 10-foot-long car called the Mini which seats four adults and people are supposed to laugh at you because of its unconventional looks, although the iconic brand is absolutely "fun to drive"?

"Admire" would have been the right reaction, but it appears that Mini Thailand general manager Sethipong Anutarasoti prefers the laugh, as his Mini generated on one occasion.

"I was parked behind a song-taew and suddenly everyone on the mini bus looked at me and started laughing. People see a Mini and immediately perceive it as friendly based on its looks. It brings smiles to their faces. Once you are behind the steering wheel of a Mini, there is no better word (excitement) that describes the sensation," he said.

Mini justifies its pricetag of over B2m based on the import tax structure for CKD (completely knocked-down) and CBU (completely built-up) cars.

"It's hard to say. The Mini falls into the CBU category. It's a niche and I blame its high price on the tax structure. The Mini is not just a car but a lifetime experience," said Sethipong.

Shifting gears back in time and we know that the Mini, previously marketed as the Austin Se7en and the Morris Minor, is a small car designed by Sir Alec Issigonis and produced by the British Motor Corporation (BMC) and its successors from 1959 to 2000.

The most popular British-made car, it has since been replaced by the new Mini which was launched in 2001 under the guidance of parent company BMW AG.

Its space-saving front-wheel-drive layout influenced a generation of carmakers. In the international poll for the award of the world's most influential car of the 20th century, the Mini came second only to the Ford Model T.

The Mini Mk I had three major updates: the Mk II, the Clubman and the Mk III. In between were a series of variations including an estate car, a pick-up truck, a van and the Mini Moke - a jeep-like buggy.

The Mini Cooper and Cooper S were sportier versions that were successful as rally cars, winning the Monte Carlo Rally three times.

Mini in Thailand can be summed up with accumulative sales of 1,159 units since its launch in 2002.

There is only one Mini dealership, Millennium Auto in Lang-suan but that is set to change in spectacular fashion with the opening of the world's largest Mini dealership in the Ekamai (Sukhumvit Soi 63) area in a month or two. Occupying 6,000 square metres, it is being built at a cost of B100m.

Mini sales started with 100 units in 2003, followed by 321, 360 and 300 in the following years. "Last year we sold only 300 to make way for the new R56 model that arrives in April. Despite everything that has occurred, this will be Mini's peak year."

An interesting question here is the identity of the Mini customer. Sethipong describes it as a "mindset segmentation" which may sound rather unconventional.

"Mini customers value life. They don't just spend money but know how to live which is why driving is fun for them. By traditional segmentation, our customers are 60% male and vary from 20 years of age to 65 with an average in their late 30s to early 40s who range from bankers and lawyers to business owners."

Asked to comment on what the Mini represents as an iconic symbol and it's all about "having to smile", as Sethipong explains:

"The Mini is all about bringing smiles to faces. Its looks express friendliness. There is a lot of innovation in the Mini as well since we are the first front-wheel drive with transverse-mounted engine."

Marketing of Mini Thailand is lumped in a simple yet emotional strategy that emphasises sharing lifestyle and driving experiences at events that do not include any sales activities.

"Like good food, you have to use all the senses such as sight, smell and taste to experience it. It is more than one-dimensional.

"There is the rational part of marketing comprising new products, service, maintenance in our MSI or Mini Service Inclusive which is based on BMW's BSI strategy. All you do is fill up the tank and drive. We do (service) the rest," said Sethipong.

Mini's competition comes by as quite a surprise because if you compare character then the Volkswagen Beetle locks horns with the Mini; if you compare volume sales, it's the Mercedes-Benz A-class; and if you draw lines between leisure and track-day driving events, then it's the Subaru Impreza because these two brands meet each other frequently on such occasions.

How they concluded on these three products as Mini rivals leaves the writer numb, but one will have to take Mini's word for it.

"Market share is difficult to define. But if we are defined by price, then we are called the luxury segment which was worth 7,000 units last year. Our market share was around 4-5% on sales of 300-400 units."

Sethipong had to wait for the green light from "Big Brother" BMW Thailand before this interview was possible, so the writer asked him whether he was reading from a BMW script, to which he said:

"There is no one-size-fits-all strategy or cookbook. But the major guideline is the Mini proposition [in addition to the BMW guideline] which is fun driving, character and lifestyle.

"From there we 'glocalise' the Mini proposition into the local context. Mini Thailand likes to believe that it is lucky due to its stability in its 'little corner'."

Of course Mini is hoping for harmony in the wider scope of things, but it is also planning to set new records with the new generation Mini.

Sethipong then proceeded to dish out a mouthful of adjectives and technical terms for the R56 that ranged from flat torque till 5,000 rpm, Valvetronic engine and twin-scroll turbo to gasoline direct injection.

But I would say we rather leave that for another day when Motoring has test driven the new R56. Cheers!

10 questions for SETHIPONG

- Favourite human being?

His Majesty the King.

- Favourite car all-time?

Jaguar E-Type...make that the John Cooper Works as well.

- Favourite industrialist?

Thomas Edison.

- Favourite super hero?

Kamen Rider V5.

- Favourite food?

Papaya salad (som-tam) and sticky rice.

- Favourite holiday getaway?

Hua Hin.

- Greatest achievement?

Praise for the Mini.

- Greatest regret?

That I wasn't born Tiger Woods.

- Greatest fear?

Fear of sorrow.

- What do you look for in a woman?

Character

Bangkok Post
Friday February 02, 2007