The Mini One DThe diesel challenge continues apace. This time it's taking on one of the most challenging of markets: young, trendy city-types for whom image is everything.
It's cute, quirky and retro and the fact that Madonna can be seen nipping down to Harrods in her Cooper, epitomises the successful marketing of the revived marque, the original of which is still lovingly cared for by thousands of fans. The secret to the current Mini's success, along with retaining much of the original design features, is that it has not only been accepted by those regularly cast in the gossip columns, but also by those for whom the Mini reawakens a nostalgia for their early days behind the wheel.
Unlike its counterpart in cool, the VW Beetle, the Mini has been accepted by aficionados as worthy of the name, while original Beetle owners generally regard the new model as nothing more than a glorified Golf.
The Mini's success has gone so far as to generate a remake of the classic Mini move, The Italian Job. Due for release here next month, while it may turn out to be a turkey, the fact the celluloid is there is evidence enough of the success of the marketing campaign.
Some cynics have expressed the opinion that the car's high-end chic comes at a risk to long-term success. They suggest that association with the latest celebrity circuit risks leaving it open to the short lifecycle of all things trendy. The rise and fall of a particular set of celebrities could be mimicked by the fall of the Mini.
We disagree. Drive a Mini for an hour or two and see the reaction from passers-by and other motorists. Its cheeky looks always seem to bring a smile to people's faces. While the firm suspension make be wiping that smile from your own face, outside it's a veritable harbinger of happiness. It still attracts a crowd, and the wide variety of colours and combinations keeps it fresh.
However, adding a diesel to the range could well knock down the house of cards. Or so we initially thought when we heard the news of this addition to the range.
MINI is as much about image as it is about performance. So the chugga-chugga of an oil burner would not seem to be a perfect fit with this trendsetter.
We've spent our fair share of time behind the wheel of Minis, recently taking a Cooper on a trek from Mizen to Malin. So our derriere is well associated with its ride quality on the rugged roads of the west. But it's the price you pay for the sporty feel.
The most impressive feature of the Mini, apart from its chirpy looks, is the fantastic handling qualities, more reminiscent of a go-kart than your average supermini. BMW's goal when deciding to re-invigorate the model was to create a premium entry car.
Certainly in terms of price they've achieved that goal, and seem to have won over a significant share of the more affluent singles set around Europe.
So enter the Mini One diesel. With all the looks of its petrol-driven brethren, the telltale signs occur when you turn the key.
There's no escaping that diesel sound, and particularly when started from cold it has that traditional diesel tune from under the bonnet.
The 1.4-litre four-cylinder turbocharged diesel comes from Toyota and features mainly in its Yaris range. BMW's Oxford plant takes 10,000 a year, and the decision was taken in Munich that it would be better to buy in the engine than create a production line for such a relatively small engine, unlikely to feature in any other model in its range.
For all the initial sound effects, inside the cabin it's relatively unobtrusive at higher speeds, and there's none of the legendary shake, rattle and roll associated with diesels of two decades ago.
This engine offers impressive power, particularly above 1,200 rpm.
However, once in its stride passengers are left asking you whether it's a Cooper or a Mini One. (Of course readers will know that the colour of the roof distinguishes Coopers from the rest).
While the lowest in terms of bhp, offering 75 bhp at 4,000 rpm compared to 90 bhp at 5,500 for the Mini One petrol and 115 bhp at 6,000 rpm in the Cooper, it does offer more in terms of torque or pulling power.
The diesel is sharper in take-off and when pulling away, with 180 Newton metres of torque at 2,000 rpm, while both the petrol One and Cooper can only manage 140 Nm and 149 Nm respectively, and both at much higher revs.
All this means that you get more than adequate power from the car as it nips around town, and offers no problems on motor-
way runs either. While it offers a lower top speed than the others, and also lags behind in terms of the traditional unit of measurement, 0-62 mph, of more interest to those of us stuck behind a sluggish truck or tractor, is the mid-range speed. Here the accepted unit of measurement is 50-75 mph, and it's within this range that the diesel version tops its petrol counterpart, if only by a fraction of a second.
But it's in fuel economy that owners will note the greatest benefits.
The Mini has earned for itself a reputation for being a tad thirsty at times, particularly amongst original Mini owners, more used to the camel-like tendencies of the 850 cc that featured in the Austin Seven and Morris Mini-Minor. During our week-long test of the car we managed an average of 46.3 mpg.
So to the downsides to the diesel model and the most noticeable difference is in the weight, with the diesel engine adding another 35kgs (77 lbs) to the front load. This extra weight seems to impact on the steering, making it slightly heavier than its counterparts.
The base price for the MINI One D is €22,400, compared to €20,200 for the 1.6-litre petrol-powered version. Sales here are expected to be in the region of 40 a year.
Our car also featured the large MINI sunroof, an extra €1,170, but worth the money if the change is available, for it lightens up the cabin, making it more airy and light.
While the diesel option will not prove a seller in the US, this car is ultimately aimed at Continental Europe, where diesel is a must if a model is to succeed.
Here we continue to look more to Boston than Berlin with regard to our choice of fuel, but there are signs that Irish motorists are waking to the economic benefits of diesel-powered versions that offer all the performance of petrol yet combined with impressive fuel economy.
Either way, it will not harm the MINI marque, sales of which continue to storm ahead with a three-month delivery time on orders.
If there happens to be a diesel version in the showroom at the time, who is to say it won't be the choice of the moment. There's very little between the two to make the wait for petrol worthwhile.
