Manzar Naqvi
KARACHI: In a landmark development for Pakistan’s premium automotive sector, MINI officially entered the Pakistani market with the launch of its new all-electric model family through a strategic partnership between BMW Group Middle East and Dewan Motors. The announcement was made during an exclusive press conference held at Pearl Continental Hotel Karachi, attended by members of the media, senior executives, diplomats and members of the business and automotive community.
Chairman Dewan Motors, Dewan Muhammad Yousuf Farooqui, Managing Director BMW Group Middle East, Karim Christian Haririan, Consul General of Germany in Karachi, Thomas E. Schultze, Head of MINI BMW Group Middle East, Dennis Obermeier, Deputy Head of Mission at the British High Commission Karachi, Tom Burge and Director Operations Dewan Motors, Zaeem Ul Haq, addressed the press conference arranged by Media Pulse IMC (Pvt.) Ltd.
The arrival of MINI in Pakistan signals a major step forward in the country’s evolving premium mobility and electric vehicle landscape. The launch introduces an entirely electric model portfolio comprising the MINI Cooper Electric, MINI Aceman and MINI Countryman Electric – all built on a new-generation technology platform designed to combine sustainability, digital innovation and the iconic MINI driving experience.
Speaking at the event, Karim Christian Haririan said Pakistan represents a market with strong long-term potential where customer preferences are gradually shifting toward premium, technology-driven and environmentally responsible mobility solutions. He noted that MINI’s launch demonstrates BMW Group’s confidence in the future of Pakistan’s automotive market and its commitment to introducing globally advanced mobility technologies in the region.
The newly introduced MINI family reflects the brand’s modern transformation while preserving the character and spirit that made MINI globally recognizable. With locally emission-free mobility, immersive digital integration and compact urban-focused engineering, the all-electric portfolio has been designed specifically for modern city lifestyles and the next generation of customers.
At the heart of the launch is the all-electric MINI Cooper, a modern reinterpretation of the brand’s legendary compact icon. Retaining its hallmark “go-kart feeling,” the all-electric MINI Cooper features compact proportions, minimalist styling and an advanced digital ecosystem centered around the circular OLED display and MINI Operating System 9. The vehicle combines intuitive technology with agile urban driving, creating a premium driving experience tailored for the electric age.
The MINI Aceman, introduced between the MINI Cooper and MINI Countryman, brings an entirely new concept to the brand’s line-up. As a fully electric crossover in the premium small car segment, the Aceman combines compact dimensions with a spacious and versatile interior while showcasing a progressive and youthful design language. Company officials described it as a fresh interpretation of urban mobility for customers seeking individuality and practicality in a connected electric vehicle.
Meanwhile, the MINI Countryman Electric expands the brand’s offering into a larger and more versatile segment. Featuring increased dimensions, enhanced comfort and the availability of all-wheel drive, the Countryman combines long-distance capability with the signature MINI driving dynamics.
Executives emphasized that the model delivers a higher level of digital sophistication and electrified performance while maintaining the adventurous spirit associated with the Countryman name.
Dennis Obermeier, Head of MINI Middle East, said there is a clear and growing demand in Pakistan for expressive, connected and design-led vehicles. He noted that the new generation of MINI products integrates advanced digital technology with intuitive user experiences while preserving the unique MINI driving feel that customers worldwide associate with the brand.
A major highlight of the launch was MINI’s emphasis on personalization and individual expression. Officials explained that customers will be able to configure their vehicles through a wide range of trims, materials and digital experience modes, allowing each vehicle to reflect the owner’s personality and preferences.
MINI’s entry into Pakistan has been enabled through its long-standing partnership with Dewan Motors, the official importer of BMW Group vehicles in Pakistan since 2004. With established operations in Karachi, Lahore and Islamabad, Dewan Motors has played a significant role in shaping Pakistan’s premium automotive market by maintaining customer service standards aligned with BMW Group’s global network.
Speaking on the occasion, Zaeem Ul Haq stated that the launch represents far more than a product introduction. He described it as a strategic commitment toward developing a premium and locally relevant customer experience supported by strong retail infrastructure, long-term relationships and sustainable market growth.
The launch also marked the introduction of BMW Group’s “Retail.Next” showroom concept in Pakistan. The integrated BMW and MINI facility in Karachi has been designed as a modern, customer-centric space that blends digital interaction, personalized consultation and immersive brand engagement. Unlike traditional dealership formats, the Retail.Next concept focuses on customer interaction and lifestyle integration, setting a new benchmark for premium automotive retailing in Pakistan.
Industry experts attending the event viewed MINI’s arrival as a timely and significant development for Pakistan’s automotive industry, especially at a time when global markets are rapidly transitioning toward electric mobility and digitally integrated transportation solutions.
With its distinctive design philosophy, fully electric portfolio and strong digital focus, MINI enters Pakistan at a transformative moment, introducing a forward-looking vision of urban mobility that is efficient, connected and future-oriented.
