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"It's going to be an icon in five years,'' he says. Segler is in charge of an explosion of the Mini brand that will eventually see the number of models double to reach 10.
As well as the Coupe and its Roadster twin, there's something called the Paceman, which is a go-fast version of the Countryman SUV.
BMW plans to expand the number of front-wheel-drive cars it makes to one million a year by 2020.
Controversially, it will begin making small front-wheel-drive BMWs on the Mini platform as well, to help amortise the costs and broaden its range. However, a lot of the extra volume has to come from more Minis.
The plan is already under way, with pound stg. 500 million ($785m) committed to its British factories to expand and modernise. In the meantime, some Minis are being made under contract in Austria.
One measure of intent comes from the unusually short development time for the Coupe, just 17 months. Although for Syring, it must have seemed a lot longer.
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