28 June 2001: BMW'S new Mini, due to be launched to the Irish motoring public at a party in Leopardstown Racecourse on July 20, will take markets by storm in the short term, but it remains to be seen whether the move into small cars will work for the German luxury car maker over the long haul, experts say.

With all the hype generated by BMW's publicity machine, plus nostalgia for the sixties icon Mini, there is likely to be a rush to the showrooms by the fashion conscious. But the car will only succeed for BMW if it has serious practical qualities.

The weak sales record of quirky cars like DaimlerChrysler's Smart city car and the new Volkswagen Beetle does not augur well. These cars sold strongly initially because of their strength as fashion statements, but were not seen as value for money by mainstream buyers.

BMW say the Mini is targetted at two groups -- 20- to 34-year-olds with higher than average income, and a second group aged 35 to 50 that can afford a second or third car. The older group, perhaps requiring style rather than substance, will be relatively easy to satisfy. The long-term success of the whole project depends on the car being practical enough to satisfy a group which has basic transport needs.

Arnaud Jeudy, auto analyst with Enskilda Securities in Paris says the Mini's life cycle will be short if it's not seen as practical. "That's the whole point for BMW, it wants to establish something beyond a trendy, fashion car. We know it's going to be fast, sporty, nice-looking, with quality build, but can it reach out to buyers who need it to do a job," he says.

The car has a high quality of workmanship and an eye-catching interior, with a smart, mock-metal dashboard, and big, central speedometer, and journalists have applauded the sporty performance and tight handling.

But there was really only space for two, with the rear accommodation suitable for luggage, not people.

Two models will be available - the Mini One, costing £15,500 in Ireland, and Mini Cooper for which no Irish price has yet been given. CFC