By Rafiq Vayani
KARACHI: MINI enters the Pakistani market, marking a new chapter for the brand in a country with strong long-term potential and a rapidly evolving premium mobility landscape. Introduced by BMW Group Middle East in partnership with Dewan Motors, the new generation of MINI vehicles is now available to local customers for the first time.
The market entry is defined by a fully electric model portfolio, including the MINI Cooper Electric, MINI Aceman and MINI Countryman Electric. Built on a new technology platform, the new MINI family combines characteristic design, an immersive digital experience and locally emission-free mobility, tailored for urban environments and evolving customer expectations. Across the new MINI family, a strong focus is placed on individualisation and personal expression. A wide range of trims, materials and digital experience modes allow customers to configure their vehicle according to their preferences, creating a highly personalised driving environment that reflects the distinctive and expressive character of the MINI brand.
At the core of the line-up, the all-electric MINI Cooper reinterprets the brand’s icon for the electric age. It compact proportions, the hallmark “go-kart feeling” and a design reduced to the essentials, enhanced by a fully digital experience centred around the circular OLED display, MINI Operating System 9 and intuitive user interaction.
Positioned between the MINI Cooper and the MINI Countryman, the MINI Aceman introduces a new concept within brand’s line-up. As a fully electric crossover in the premium small car segment, it combines compact exterior dimensions with a versatile interior and a progressive design language, offering a new interpretation of urban mobility.
As the largest model in the line-up, the MINI Countryman extends the brand’s offering into a more versatile and spacious segment. With increased dimensions, enhanced comfort and the availability of all-wheel drive, it combines everyday usability with long-distance capability, while maintaining the characteristic MINI driving dynamics and introducing a new level of digital experience and electrified performance.
Dennis Obermeier, Head of MINI Middle East, said “MINI is seeing clear demand in Pakistan for more expressive, connected and design-led vehicles. With its new generation, the brand responds with a fully electric portfolio that integrates advanced digital technology with an intuitive user experience, while preserving the characteristic MINI driving feeling in a modern format.”
MINI’s entry into Pakistan is enabled through its long-standing partnership with Dewan Motors, the official importer of BMW Group vehicles in the country since 2004. With an established presence across key cities including Karachi, Lahore and Islamabad, Dewan Motors ensures a consistent premium customer experience aligned with global BMW Group standards.
For Dewan Motors, the launch represents a strategic step in the development of the premium automotive segment. Zaeem Ul Haque, Director Operations, Dewan Motors said: “The launch goes beyond product introduction. It represents our commitment to delivering a premium and locally relevant customer experience built on long-term relationships, strong retail foundations and continuous market development.”
This approach is reinforced by the introduction of BMW Group’s Retail.Next concept in Pakistan. The integrated BMW and MINI showroom in Karachi create a modern, customer-centric environment, combining digital touchpoints, personalized consultation and a seamless brand experience. Designed around interaction rather than traditional retail structures, it sets a new benchmark for premium automotive retail in the country.
With its fully electric portfolio, distinctive design and strong digital focus, MINI enters Pakistan at a pivotal moment introducing a few forward-looking interpretation of urban mobility that is efficient, connected and future oriented.
