A sad and somewhat funny story in MotoringFile by the MINI USA Product Manager

I’ve been on a personal mission to get Diesels here in the US since 2007. I’ve owned oil burners myself (PowerStroke F-250, X5 35d) and love the purring clatter of a Diesel that let’s everyone know that you’re smarter than the current crop of Prius drivers on the road. Couple that with incredible fuel economy, great drivability and the 40% increase in fuel economy, it is so obvious that we should have a MINI Diesel in the US. While many people think we’ve been dragging our feet and that we’re anti-Diesel, the opposite is true. I know many claim that they have gone to other makes because we don’t have the Diesel here, but we hope we can win them back.

Oh, that sounds good, although he is missing emissions as one of the virtues of diesel. Perhaps that’s not a mistake given his list of his prior diesel engines are both trucks with horrible mileage and emissions. Keep that in mind when you see how he blames the regulators for Mini’s inability to import their engines.

…Diesel vehicles in Europe conform to very rigid but more importantly, predictable, BIN standards that do not require SCR. This is unlike the US where every lawmaker is trying to get a book deal by becoming automotive engineers and petroleum industry experts overnight and to re-write the law as they go.

So MINI Diesel won’t be coming anytime soon. Apparently the company is unable to figure out how to stay ahead of American requirements, which most people would say are long overdue. Case in point, he describes Mini design and engineering as not responsive enough to adapt to what they call a surprise in requirements:

…the changes to the CAFE and EPA regulations by the Obama administration meant that we’d (by law) have to add urea injection two years sooner by 2013, during the lifecycle of the current R5x platform. So, Plan A was to sell a MINI Diesel for two years without SCR and to then add urea injection when it was needed. Plan B was to add urea injection right away, so that we wouldn’t have to worry about it. We asked the engineering team, the Oxford plant and the internal project financing team what it would take. The answer was a STAGGERING amount because of the necessary changes to the body-in-white. We all love our MINIs but often forget just how tightly packages the car is today and to provide a place for the urea mixture tank, pump, lines, wiring and injection system, we needed to re-engineer the car with a new floorpan, left rear quarter panel, inner wheelhouse and attendant hardware (including interior panels and trim.)

Maybe that’s a huge problem and a surprise to a person who buys an F250 or a X5 diesel for a town car but achieving better emissions definitely should have been no great hurdle for the company that makes the Mini and wants to sell into the small/efficient car market.

If I had a dollar for every company that said “regulators are always behind” and then later said they can’t meet regulations because they change too quickly…

The truth is regulators move in response to large and obvious trends in public sentiment. The politicians react to public and private influence that is no secret and easily predictable. Mini should have been anticipating the rules and working with the regulators directly ahead of time if they had any concerns about meeting them. I don’t accept their excuses at all.

Imagine if Mini made the same argument in other areas of marketing as they do with their emissions problems. Note how the story describes the virtues they measure in an engine, in line with the opening paragraph above:

Now I know you will all hate me, but I had a chance to drive it and the thing is incredible. It was Pepper White manual R56 Cooper SD on 17s. It rips out of the gate like the current Cooper S and just revs, all the way to 4,500 rpm. It has noticeably more noise than the N18 (about 40% more) but like I said, it’s GOOD noise! Best part, it can get 48 mpg (true US conversion.)

Unfortunately “rips out of the gate” is not the full set of criteria to measure the success of their engineering. Even 48 mpg for a high-performance engine is not enough (and unimpressive, given that a full-size Jaguar diesel averages 62 mpg; a Fiat 500 diesel gets 56 mpg).

Although Mini marketing probably pushed engineering into performance and mpg and thought they were important to grow market share, even more important was the ability to exceed basic expectations of clean emissions (e.g. regulatory requirements).

Engineered wrong and unable to win you back: the dirty Mini Cooper Diesel