J. Pablo Madrigal, Director of MINI Spain: "Modern urban life cannot be understood without MINI"

A professional trained within the BMW Group, where he has spent 20 years, Juan Pablo Madrigal has been the director of MINI Spain for two years after his time in markets as important as China and Germany. In Spain he went from being Aftersales Director at BMW to Director of the MINI brand in our country, “an opportunity I could not turn down,” as he himself puts it.

We spoke with the Director of MINI about the brand’s current situation and its plans for the short and medium term in our market.

How has MINI evolved in our market in recent times?

J. Pablo Madrigal: MINI has undergone a very important change of image. It has evolved its identity with the aim of emphasising what is essential, together with a spirit of development oriented towards the future. More than a brand, MINI reflects a lifestyle that encompasses areas where we had not been before. We are a brand in constant innovation, and I can assure you that we will keep showing examples of how MINI sees the future.

How does MINI reflect that modern lifestyle?

J.P.M.: In 2016 we presented concepts such as MINI Leaving, focused on making the most of space in urban environments, or MINI Fashion, which allows us to engage with the world of fashion from a different angle, more conceptual and less commercial, collaborating with emerging designers who bring a different vision of fashion design. The aim is to minimise our footprint and explore creative solutions to the challenges cities face, drawing on our expertise in the field of design.

What will future mobility look like in the medium term?

J.P.M.: Over the next five years we will see important changes driven by emission-free mobility and greater connectivity through platforms that will inform and assist driving. These changes will lead to more efficient management of vehicles and traffic in cities.

What will those changes be?

J.P.M.: Among mobility trends we have to consider the autonomous car and, of course, something that is already a reality in our society: car sharing, of which we already have an example in Munich with DriveNow.

When will MINI offer a car-sharing service in Spain like DriveNow?

J.P.M.: We will be able to put it into practice in Spain soon, and we will do so by allowing the owner of a MINI to share it with whatever group of people they choose.

Car-sharing services in Spain use electric vehicles. When will the MINI E arrive?

J.P.M.: The truth is that this is a topic that will be a milestone for MINI, because the MINI E is a car whose size fits perfectly with an urban lifestyle. I am convinced it will be very well received. The launch date is 2019, although in reality we already started in 2018 with the first fleet of MINI Es.

And what other news does the brand have in store for this year, 2018?

J.P.M.: In 2018 the new MINI 3-door, MINI 5-door and MINI Convertible will arrive. The changes across these three models include fresh design touches, innovations in propulsion technology, more customisation options and an expansion of MINI Connected’s digital services.

Will MINI surprise us with something this year, 2018?

J.P.M.: For 2018 the MINI Yours Customised programme will be very important, as it will allow our customers to reach an extreme and unmatched level of brand personalisation. This programme lets the customer design their own equipment.

What does MINI have that appeals so much to the market?

J.P.M.: It is the sum of many things. Its distinct British accent is a hallmark that needs no explanation. At the same time, MINI would not be understood without design, and design would not be understood without MINI, just as modern urban life would not be understood without MINI.

Innovation is also part of the brand’s DNA, as shown by the fact that MINI already has its first plug-in hybrid vehicle, which has contributed to placing BMW Group as the leader in Spain and worldwide in sales of electrified cars in 2017.

What does the Spanish market represent for MINI?

J.P.M.: The Spanish market is among the 10 most important markets for MINI globally, and my mission, and that of the great team I am lucky enough to lead, will be to keep working so that it remains so.