British premium automobile manufacturer lifts individualisation typical of the brand to a new level, Innovative package permits manufacture of side scuttles, trims, illuminated door sills and LED door projectors in a design created by the customer, Personalised upgrade products will be available for numerous MINI models over the course of 2018.
The British premium automobile manufacturer uses MINI Yours Customised to offer its customers the opportunity of providing selected upgrade products with a design they have selected themselves. They can then transform their own vehicle into a personally styled customised special. The innovative package will become available in the course of 2018 for lots of MINI models in Europe and other large markets. The MINI Yours Customised product range will include the indicator inlays known as side scuttles, trims for the passenger side in the interior, LED door sills and LED door projectors.
Customers can select, design and order the upgrade parts available in the product range of MINI Yours Customised at the new Online Shop specially developed for the new package. The individualised products will then be manufactured using innovative production procedures such as 3D printing and laser lettering. The advanced production process permits precise implementation of customer’s wishes. The individually designed products will be delivered within the space of just a few weeks. The parts have been designed so that they can be integrated in the vehicle by the customer or by the participating MINI service partner. The customer can do this more than once. This ensures that if the vehicle is sold later the individualised components can be exchanged.
MINI as a pioneer for individualisation, digitalisation and 3D printing
The product range offered by MINI Yours Customised will once again make the British premium brand a pioneer and trendsetter in the area of customer orientation, expansion of digital services and the establishment of innovative production processes. Individualisation has always been highly valued in the worldwide MINI community. The exceptionally large diversity of special equipment and original MINI accessories already provides customers today with comprehensive opportunities to define unmistakable accents when designing their MINI. Designing a vehicle is now enhanced to include a creative interaction between the manufacturer and the customer. In this process, MINI offers the customer an opportunity to select between different options and integrates them actively in the design process while retaining the typical MINI language of design. MINI fans are able to make a selection between different colours, patterns, surface finishes and icons when designing MINI Yours Customised products. They can also integrate their own texts and their signature into the design. This unparalleled freedom of design allows customers to transform their MINI into a unique special defined by their personal style and their own creativity. Customers can also modify their design at any time to match a change in their aspirations and adopt fresh ideas.
MINI is committed to digitalisation and innovative production procedures for realising individual customer wishes. Alongside the global web shop, a completely new distribution chain has been installed for direct sales to the customer. Equally, the 3D printing procedure has been specially tailored to the production of individual products in large numbers for the MINI Yours Customised package.
Configuration is carried out in an Online Shop dedicated to the new product range. The integrated user-friendly and flexible Customiser is the innovative centrepiece of the web shop. It has completely new design, structure and programming. The designs selected and saved by the customer will be transferred in digital form to the appropriate production facility after the order process has been completed and the data will be used there directly in the corresponding production system for the manufacture of the unique products. For example, the digitally controlled 3D printer will receive instructions on the basis of the data created in the course of configuration, in order to produce scuttles and trims in precisely the form designed by the customer. All MINI Yours Customised products will be produced at production facilities in Germany.
Photo: MINI side scuttles customised (credit: MINI)
The 3D printers used in this process are all highly professional production facilities which were precisely configured for this purpose by the BMW Group through strategic partnerships with the companies Hewlett-Packard Inc., Carbon Inc. and EOS GmbH. This is the first time that they have been in a position to supply the particularly high-grade plastic qualities selected for the MINI Yours Customised programme. The computer-based laser lettering for production of the door sill with customer-specific styling has also been designed specifically to match the stringent product-quality guidelines of MINI. As a result, all MINI Yours Customised products are in conformity with the same high standards of form, functionality and safety as the components supplied from the factory in the original MINI range of accessories.