????1994年,，當(dāng)寶馬（BMW）從英國(guó)汽車公司（British Motor Corporation）買下羅孚集團(tuán)（Rover）這塊燙手山芋的時(shí)候,，對(duì)這筆交易的質(zhì)疑聲此起彼伏。此后6年,，寶馬基本上任由羅孚自行發(fā)展,，直到2000年這個(gè)戰(zhàn)略被證明是失敗的，寶馬才將羅孚集團(tuán)拆分,，將羅孚和路虎（Land Rover）兩個(gè)品牌轉(zhuǎn)手賣出,。

????但是，寶馬選擇繼續(xù)保有MINI這個(gè)品牌,，并且讓它重獲生機(jī),。

????自從2000年以來，寶馬向MINI注入了大量工藝和生產(chǎn)技術(shù),，生產(chǎn)了一批格調(diào)與性能兼?zhèn)涞木沸≤?，使MINI品牌名聲大噪。要保留MINI獨(dú)特的英倫范兒可絕不是一件容易的事,，畢竟MINI與寶馬在德國(guó)的實(shí)驗(yàn)室和設(shè)計(jì)室有著極深的聯(lián)系,。

????今年9月初,，寶馬隆重慶祝第300萬輛MINI車在英國(guó)牛津工廠下線,，并且推出了一款最新版的四門硬頂車型（寶馬自家稱其為“五門”），這款車型有著比較寬敞的后排空間,。從目前的銷量數(shù)字來看,，寶馬已經(jīng)愈發(fā)認(rèn)識(shí)到有效管理多個(gè)品牌并且多點(diǎn)盈利的重要性。

????這300萬輛車中有200萬輛是從英國(guó)出口的,。由于當(dāng)年英國(guó)政府連年對(duì)沒有競(jìng)爭(zhēng)力的本國(guó)汽車廠商進(jìn)行救助和補(bǔ)貼,，給經(jīng)濟(jì)帶來了不小的壓力，因而許多英國(guó)人對(duì)MINI最終賣給寶馬都感到很欣慰,。MINI的出口給英國(guó)經(jīng)濟(jì)帶來了強(qiáng)勁的推動(dòng)力，同時(shí)也成了英國(guó)的驕傲,。

????英國(guó)運(yùn)輸大臣蘇珊?克雷默指出：“MINI是英國(guó)的一個(gè)符號(hào)，蒸蒸日上的汽車產(chǎn)業(yè)已經(jīng)成為推動(dòng)英國(guó)經(jīng)濟(jì)不斷增長(zhǎng)的排頭兵,，而MINI正是其中一個(gè)非常重要的部分,。本屆政府正在努力為寶馬等汽車廠商創(chuàng)建理想的環(huán)境,，鼓勵(lì)它們繼續(xù)創(chuàng)新，開發(fā)具有全球吸引力的英國(guó)國(guó)產(chǎn)汽車,?！?/p>

????寶馬集團(tuán)負(fù)責(zé)生產(chǎn)的董事哈拉德?克魯格表示，自從2000年以來,，寶馬已經(jīng)在英國(guó)投資了17.5億英鎊（折合29億美金），并計(jì)劃在2012到2015年間追加投資7.5億英鎊,。另外寶馬旗下豪車品牌勞斯萊斯（Rolls-Royce）的主要組裝地正是在英國(guó)的古德伍德工廠,，勞斯萊斯的大多數(shù)機(jī)械部件都是從歐洲大陸運(yùn)到那里進(jìn)行組裝的,。

????隨著MINI的全球銷量達(dá)到每年30萬輛，牛津工廠每年17.5萬輛的產(chǎn)量已經(jīng)不能滿足市場(chǎng)需求,，其余部分只能承包給奧地利MSF Graz公司和荷蘭VDL Nedcar公司的工廠生產(chǎn),。

????評(píng)測(cè)人士對(duì)這款最新的MINI車型的評(píng)價(jià)普遍比較正面,，認(rèn)為它的加速能力不錯(cuò)，作為一款前驅(qū)轎車,，操控性也令人滿意,。后排空間雖然不是特別大，但是比起之前的兩門版車型已經(jīng)有了很大的改觀,。

????評(píng)測(cè)人士還指出，MINI的售價(jià)要顯著高于本田（Honda）和福特（Ford）等競(jìng)爭(zhēng)對(duì)手的同級(jí)車型,。它的最低配起價(jià)就達(dá)到22,300美元,，頂配售價(jià)甚至高達(dá)近4萬美元。

????《人車志》雜志（Car and Driver）撰稿人恰巴?西爾給這款新車型打了很高的“視覺創(chuàng)意”分?jǐn)?shù),，指出“這款MINI骨子里是一臺(tái)寶馬,。”

????換句話說,，MINI的車主獲得了很多寶馬的技術(shù)和工藝，但其售價(jià)不像寶馬那樣高,。這種多管齊下的戰(zhàn)略取得了很好的效果,，也為寶馬公司帶來了豐厚的財(cái)務(wù)業(yè)績(jī)。寶馬股價(jià)增幅超過了工業(yè)平均水平,，更不用提其它的汽車業(yè)競(jìng)爭(zhēng)對(duì)手了。

????MINI可能看起來是個(gè)令人忍俊不禁的英倫時(shí)尚小憨豆,，但它令寶馬的投資者們笑得更開心,，更不用說寶馬的創(chuàng)始人匡特家族了。(財(cái)富中文網(wǎng))

????譯者：樸成奎

????More than a few skeptical voices were raised in 1994 when BMW bought the failed assets of British Motor Corporation. BMW left the Brits mostly alone until 2000, disposing of Rover and Land Rover when that strategy failed.

????BMW decided to hang on to MINI and fix it.

????Since 2000, BMW has infused a healthy dose of engineering and manufacturing in the brand, creating vehicles with the taut feel and performance that made Bimmers famous. The trick was doing so while preserving MINI’s distinctive English personality – no mean feat given the car’s deep connection to BMW labs and studios in Germany.

????In early September, BMW celebrated its three-millionth MINI at the main factory in Oxford, U.K., and introduced its latest variant, a four-door hardtop (which it calls a “five door”) with a roomier rear seat. Given the sales numbers so far, BMW has increased its recognition for the ability to manage multiple brands efficiently and profitably.

????Of the three million, two million have been exported from England. Many Britons view with relief the decision finally to sell to BMW, following years of bailouts and subsidies for British automakers that weren’t competitive. MINI exports have been a major boost to the economy and a source of pride for the country.

????“The MINI is a British icon and is a major part of a thriving automotive industry spearheading the growing British economy,” said Baroness Susan Kramer, Minister of Transport. “This government is working to create the right environment for car manufacturers like BMW to continue innovating and developing British-made cars with worldwide appeal.”

????Harald Kruger, board member for manufacturing, said BMW has invested ￡1.75 billion pounds ($2.9 billion) in its British operations since 2000 and another ￡750 million from 2012 through 2015. The German automaker also owns Rolls-Royce and assembles the luxury automobile in a plant located in Goodwood, England, most of the heavy and mechanical parts shipped there from the continent.

????With worldwide MINI sales running at about 300,000 annually, the 175,000-unit capacity at Oxford has been supplemented by contract manufacturing in Austria by MSF Graz and in the Netherlands by VDL Nedcar.

????Reviewers have been positive on the newest variant, giving the car credit for peppy acceleration and taut handling from its front-wheel-drive configuration. The back seat, while not overly spacious, is a vast improvement over the much smaller space in previous, two-door models.

????Reviewers also noted that MINI costs considerably more than like-size competitors from Honda and Ford, starting at $22,300 for the basic version and rising in price to nearly $40,000 with all possible options and enhancements.

????Writing for Car and Driver, Csaba Csere gave the new model high marks for “visual creativity,” noting that “this MINI is essentially a BMW under its skin.”

????In other words, a MINI buyer gets a lot of BMW technology and engineering without paying as much as a BMW costs. This multi-pronged approach to the automotive market has paid off handsomely, helping to deliver superior financial results. BMW’s shares have outpaced major industrial averages, not to mention competitive automakers.

????MINI may seem like a quirky little automotive fashion statement that makes people smile. It makes investors, not to mention BMW’s founding Quandt family, smile even more.