OXFORD, England - The New Mini will be marketed as 'Mini by BMW Group' when it goes on sale next year after making its world debut at the Paris auto show in September.
The New Mini will cost from about E15,000 - less than previously thought, said Mike McHale, recently appointed by BMW as Mini product spokesman.
Sales in all markets will be through BMW dealerships, which will have dedicated Mini areas.
In addition to the E300 million development costs, a further E300-E450 million will be invested marketing the New Mini worldwide. Europe will take 65,000 cars a year - the bulk scheduled for the UK, Germany and Italy.
A further 15,000 will be sold in Japan, where the traditional Mini has a cult following, and 20,000 will be sent to the USA.
The target 100,000 peak production level at the plant in Oxford, England, will be reached within two years of launch, McHale said.
Little improvement has been carried out at the plant to equip it for Mini production since it was modernized to produce the Rover 75.
The 75 is currently moving to Rover's factory at Longbridge in the English midlands following BMW's disposal of Rover business in May.
'The Americans know all about the Mini and there are Mini clubs in some states,' said McHale, who will shortly move to the USA to help launch the New Mini there.
'Our marketing strategy will talk about Mini's heritage, but at the same time we have to appeal to a new audience,' he said. 'We will not be selling the new car against the old one. It must stand on its own merits.
'It won't try to answer all the motorist's needs, like all those hatchbacks designed to fulfill many roles. The Mini will be smaller and tighter than that.'
Performance versions of the New Mini will retain the Cooper and Cooper S brands.
'Cooper is a very valuable brand name which is important to the Mini heritage,' said McHale. 'With an eye on the motorsport scene of the early 1970s, racing is something we are looking at. The guys working on the brand in Munich and elsewhere are really excited - this is something you can really play with, and the ideas keep coming.'