MINI went through a major model refresh in 2023 with the launch of the J01 electric MINI Cooper and the new Countryman. So, I asked Jean-Philippe where the brand goes next.

Parain said: "For us, it's still a very young product portfolio. We are really exploiting it to the max now, as you've heard from the sales figures. We believe the brand is strong, with solid fundamentals around design and exclusivity.

“Self-expression is something that MINI is embracing more and more - as you can see this with the editions that we are presenting today - with the Paul Smith Collaboration. That is a scene that we want to use, it has been in the genes of MINI for a long time, and we want to continue to use in the future. The brand fundamentals will remain; we just want to refine and sharpen them, and that's what we are doing.”

2026 is a big year for MINI, marking 25 years since the modern MINI was launched. I asked Jean-Philippe how he is preparing the brand to survive and succeed for another 25 years.

Parain said: "With all the changes you see in the automotive industry, authenticity and strong brands that you can really cherish and polish are extremely important. So that is what we are focusing on, and we don't want the MINI DNA to be diluted.

“Whether we make electric MINIs, whether we make ICE MINIs, we will always keep the same characteristics: the go-kart feeling, and the unmistakable design. We are also really trying to think about the future, by defining and refining them even better.

I then asked Jean-Phillip how he’s going to take the John Cooper Works brand further?

Parain said: “What is great, is we see a rising share, and that's through marketing, that's through the activities with our retailers. We have achieved 9.4% of our worldwide sales in the first half year. We’re aiming for even more than that, but that's an all-time high, as we’ve never had such a high share of John Cooper Works sales. So that's the way we market the brand, that’s the way we display the brand, and that's really what we are focussed on.

“We need to train our people to show these qualities and the substance of the brand. We have never had such a wide range of John Cooper Works models, and we want to push that further.

“In the US, for example, we have a huge share - more than 20%. So John Cooper works as such, is extremely important, and we will make sure that we really push that further.

“Of course, editions are also extremely important for us. You've seen our collaboration with Deus, Vagabund, and Paul Smith. All these inspire, giving fresh impulse to the brand. We are always looking for new opportunities - that’s our job - and the Deus car received an amazing response. That was very encouraging because it really stood out.

“By the way, we have more or less the same share of John Cooper Works sales for EVs as we do for ICE models. So we have managed to transfer the John Cooper Works DNA to EVs, and that's great, because there’s a high demand for that.”

I push Jean-Phillipe further on John Cooper Works, asking whether he sees an opportunity to develop the relationship between EVs and the performance sub brand even further?

Parain said: “In terms of profitability, you can imagine John Cooper works is a very important pillar. That is why from a sales and marketing point of view, we are really thriving to increase its share. That applies to our three-door John Cooper Works models, so yes, we study every opportunity.

“There are some models where we don't have a John Cooper Works Electric version, but I can't tell you about the future.”

My final question to Jean-Phillipe, was about the MINI’s extensive back catalogue. Does he have a favourite modern BMW-era MINI?

Parain said: “My mother has always driven a Classic Mini in Paris, so I've been a passenger many, many times. I’ve always had a special connection to the brand, and I've always loved the brand. She still drives a Mini today, by the way, and is both its biggest supporter and its biggest critic, depending on what she likes or dislikes.

“I drive a John Cooper Works Cooper in Munich, either the three-door, or the Convertible. For me, that's what the brand is. That’s the icon, that's the core of the brand, and I'm really proud to drive them. There are things you can do with MINI that you can't do with any other car.”