BMW MINI is officially launching a limited-edition electric vehicle in South Korea that combines MINI styling with design elements from British fashion brand Paul Smith. The project is part of MINI’s new “Customization 2.0” strategy, aimed at reflecting customers’ tastes and lifestyles and strengthening the brand’s fan culture.
Jeong Su-won, head of BMW MINI Korea, said at a Feb. 26 media event in Seoul’s Yongsan district that MINI entered the Korean market in 2005 with sales of 761 vehicles and has since sold a cumulative 134,103 units through last year — a 176-fold increase.
“This year, through Customization 2.0, we will launch new models that actively reflect customers’ lifestyles across six areas — music, art, sports, travel, fashion and tech,” Jeong said.
The first model under that push is the all-electric MINI Cooper SE Paul Smith Edition unveiled at the event. The collaboration incorporates Paul Smith’s design philosophy throughout the exterior and interior. The roof, grille, side mirror caps and wheels feature “Nottingham Green,” a signature Paul Smith color, while Paul Smith lettering is engraved on items including the door handles, wheel caps and front and rear design elements.
Inside, the seats, dashboard and floor mats use Paul Smith’s 46-stripe signature pattern. When the door opens, a “Hello” projection appears on the ground. The model is offered in three colors: Inspired White, Statement Gray and Midnight Black.
The Paul Smith Edition is limited to 100 units in South Korea and has sold out. Jeong said the full allotment was reserved within about a month of preorders opening last month, and the company has placed an order for additional units.
“On the back of that support, we decided to add an internal-combustion Paul Smith Edition model around the second half of the year,” he said. He also said MINI plans to introduce 11 models this year that more closely align the brand with owners’ lifestyles.
The vehicle uses an electric motor rated at 218 horsepower and 33.7 kg·m of maximum torque, reaching 100 kph from a standstill in 6.7 seconds. It carries a 54.2 kWh high-voltage battery and is rated at 5.3 km/kWh in efficiency.
On a single charge, it is certified for 300 kilometers under Korean standards and up to 402 kilometers under the WLTP standard. With fast charging, the battery can be charged from 10% to 80% in about 30 minutes.
The price in South Korea is 59.7 million won. With the national EV subsidy (3.96 million won) and local subsidies (9.14 million won, based on Haenam County in South Jeolla Province), the purchase price can fall into the 40 million won range.
* This article has been translated by AI.
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