First there was the Mini Clubman.  Now this.

Et tu, Mini?  Given the fundamental market shifts of higher gas prices and heightened consumer concern for the environment, adding another crossover SUV to an already crowded space seems like an odd choice for the iconic car brand.  

The awkwardly named and equally awkward looking not-so-mini Clubman at least made a little sense to me.  But an SUV from a brand that re-launched itself in the U.S. by proclaiming “let the revolution begin” and driving Ford Expeditions with Mini’s on top of them?  One built on ingenious creative executions touting the diminutive nature of the car, or its fuel efficiency long before it was the cool thing to do?

As subcompacts continue to grow in popularity and formidable competition like the Scion, Yaris, Fit, super-sexy Fiat 500 and lust-worthy CR-Z hit the scene, Mini will need the strongest brand possible.  Crispin Porter + Bogusky helped build a clear, compelling and powerful brand virtually overnight.  Why dilute it by adding a ho-hum SUV to the lineup?    

Mini, stick with your brilliance.  Leave the SUVs to the other guys.  Slap a Bimmer badge on it and continue perfecting the ultra-hip, too-cute car the world has come to know and love. 

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