Mini is celebrating 25 years in Italia with a special edition Countryman

Mini is celebrating 25 years in Italia with a special edition, the Countryman Untamed Edition, available across almost the entire range for an additional €4,000 on top of the list price. The front grille stands out with a brand-new vertical slat design, featuring a satin grey painted surround – matching the plastic protective trim on the lower part of the bumper and doors – whilst bold matt black adhesive stripes with a textured finish add a touch of grit. Also distinctive are the 19-inch 5-spoke perforated alloy wheels, which, on 4x4 versions, can be fitted with M+S tyres. The interior features the Untamed logo at the top of the seat backs and contrasting blue stitching. A roof ladder and a tent – complete with both a mattress and a pillow – can be purchased separately: all for an additional 5,000 euros. It will go on sale in November.

Mini has always skilfully blended heritage and innovation, offering every driver that distinctive go-kart feel and stunning aesthetics. Right from the start, Mini has positioned itself as a lifestyle brand: not just about mobility, but an expression of individuality. In Italia, moreover, it has chosen the city as its natural stage, becoming a symbol of individuality for those seeking a car that is a pleasure to look at and a thrill to drive. This has been complemented by collaborations with creative sectors such as fashion, design, music and urban culture, which form an integral part of the Italian cultural scene. A key element of its success has been its commitment to local initiatives, alongside its network of partners: roadshows, experiential test drives and pop-up events have enabled the Italian public to experience the Mini first-hand. These activities have forged direct relationships with the community, generating word-of-mouth that has translated into renewed loyalty to the brand.

There are cars that mark an era and others that create one. Ever since its debut in 1959, MINI has established itself not only as a marvel of engineering and design, but as a genuine global cultural phenomenon. Capable of breaking down every social barrier, the British brand has remained a leading force throughout the decades, exerting a profound and lasting influence on the worlds of cinema, music and fashion. Today, MINI continues to carry this extraordinary legacy into the future, combining its historic ‘Go-Kart feeling’ with a pioneering vision of sustainable mobility and urban design. There are cars that mark an era and others that create it. In the world of cinema, the Mini has redefined the very concept of the cinematic car, transforming itself from a bit-part player into a true Hollywood star. Equally unbreakable is its link with music. But it is perhaps in fashion that the brand has left its most revolutionary mark. Mary Quant stated that the miniskirt, a symbol of women’s emancipation, owes its name to the Mini, as they share the same philosophy: to eliminate the superfluous to make way for freedom. MINI continues to look to the future.

Over the past 25 years, Mini has successfully evolved, expanding its range and strengthening the brand’s premium and lifestyle positioning. From the Mini Hatch to the John Cooper Works versions, right through to the latest electric models, the range has expanded to meet a variety of needs, whilst keeping the brand’s distinctive values intact: the nine product families introduced have spanned a total of 19 generations. Customisation has also become a hallmark of Mini: colours, bonnet stripes, multicoloured roofs and numerous finish options allow each car to reflect the owner’s personality. Special editions and innovative production techniques, such as the three-colour roofs manufactured at the Oxford plant, have reinforced the brand’s exclusive and fashion-forward image. The integration of electric powertrains, on the other hand, has represented a strategic milestone in the product’s evolution: battery-powered variants are growing in importance within the range, meeting the demand for more sustainable mobility solutions without compromising on character. The transition to cleaner powertrains has led to the introduction of technologies that are not only advanced but also state-of-the-art.

Since its launch on the Italian market in 2001 under the BMW Group, the Mini brand has enjoyed renewed commercial success, with over 480,000 units delivered in Italia – a figure set to exceed 500,000 next year, of which 350,000 are still on the road. Unveiled in September 2001, the car surpassed 86,000 units sold in Italia in just four years, establishing the country as a global benchmark thanks to the appreciation for its design and sporty handling. Alongside the classic Hatch versions, strategic successes such as the Mini Countryman have emerged, accounting for 48 per cent of sales in Italia. In the two-year period 2024–2026, Mini has successfully refreshed its range by expanding its offering of electric powertrains, first with the arrival of the Cooper SE and, more recently, the zero-emission Countryman and the Aceman, recording significant popularity amongst the Italian public, with sales accounting for 10 per cent of the total. It is also worth noting that the sportier John Cooper Works range, which has always been the flagship of the range and the symbol of the Mini brand’s sporting spirit, is highly regarded by the Italian public: it has accounted for 10 per cent of sales volumes from 2001 to the present day.