Mini takes aim at WRX

MINI Australia has released a study toautomotive e-news claiming its new Cooper S hot-hatch is cheaper to run than Subaru's iconic Impreza WRX, as well as being better quality.

It also believes controversy and criticism that has surrounded the current second generation WRX - as well as the latest Honda Integra Type R - will work in the Mini's sales favour.

According to calculations by BMW's after-sales department, the supercharged Cooper S is cheaper to run than not only the Subaru but also Mazda's MX-5 roadster and the Volks-wagen Golf GTi.

The diversity of the cars covered by BMW's investigation is a firm indicator of the widespread appeal it believes the sports version of the reborn Mini will hold in Australia.

Two things that link the group are their sporting intent and relative closeness in price.

The single model, manual-only Golf GTi is $38,500, then comes the single model Cooper S at $39,900 with the cheapest WRX priced at $41,490 and the cheapest MX-5 at $44,355.

The results of the study are detailed in the separate table, but in a nutshell they show the Cooper S is cheaper to run than the WRX and GTi in terms of minor and major service parts and overall cost of ownership.

The MX-5 was cheaper in terms of basic service parts but was more expensive than the Cooper S when it came to major service parts and cost of ownership, the study claims.

Mini national manager Shawn Ticehurst said the result was achieved despite the Mini's standard fitment of run-flat Michelin tyres, which are more expensive than standard radials.

"The cost of ownership in a Mini is a lot lower than you would expect in most European cars," Mr Ticehurst said.

"It's a lot lower than the Golf for example and it's quite comparative with a lot of Japanese cars because of the long serviceintervals.

"So while things like the tyres might be a little more expensive, there are a lot of other savings being made through extended service intervals and components that last a lot longer.

"So over the long term if you take it as a complete package with insurance and everything, it is a relatively inexpensive car to own."Speaking at the national launch of the Cooper S earlier this month, Mr Ticehurst also brought a more subjective aspect to bear on the purchasing argument.

"The WRX has no doubt been a phenomenal success in Australia, even more so than anywhere else in the world, but I guess there has been some negative sentiments towards the new model - the Integra Type R as well has had some negative sentiments."The argument was expanded on by BMW and Mini corporate affairs manager John Kananghinis: "The product substance of what we believe we are offering is over and above what those products might have.

"A WRX is just quick, a Type R is also very quick, but the quality of the construction, the total solidity of the car, the complete package that's involved is a different proposition.

"Now if you want something that goes fast you can buy a Lotus, but you'll get wet when it rains, so there are different sectors of themarket.

"But we believe, and the orders bear it out, that there are people in the marketplace who are looking for a more sophisticated and yet well-performing small prestige car.

"And the prestige is the thing. This is a prestige-premium product, which is a different positioning to a sports product alone. We are talking about traditional BMW Group values which have not been seen in this market before."

COSTS COMPARISON

The BMW running costs comparison is covered in two ways - parts cost only and cost of ownership taking into account parts and labour costs over a fixed period. In each case Mini costs were set as the 100 per cent benchmark and the competitors indexed against it. BMW argues this is the most meaningful and simplest way of expressing thecomparison.

PARTS ONLY
Basic Service Parts:
(oil/air/fuel filters etc)Cooper S 100%
WRX 142%
MX5 67%
GTi 109%Mini costs (excluding GST):
oil filter $15.40, air filter $24.48Major Service Parts:
(brake pads/discs, shockers, mufflers)Cooper S 100%
WRX 123%
MX5 157%
GTi 122%Mini costs (excluding GST):
front pads $113.93, front disc $102COSTS OF OWNERSHIP
Average Servicing Costs, 60,000km interval - parts and estimated labourCooper S 100%
WRX 131%
MX5 122%
GTi 192%