Concept carrying new look unveiling in late July.

MINI has announced a new design language known as Charismatic Simplicity, which will provide a unifying theme for all the company's new cars going forward and is expected to debut next year with a new small electric crossover car, its first from China.

 Information about Charismatic Simplicity, which will dispense with most of the chrome furnishings that had, up until now, been a hallmark of the brand's design, has come out in the run-up for next month’s international unveiling of a concept.

The study appears set to be called Aceman, a name bandied about since late last year.

The principle behind the new design language, the company says, is to help each new model from MINI develop its own individual character while taking the design down a more minimalistic route.

The announcement of a new design direction comes as MINI makes a greater push towards electrification, having previously said that half its models would be electric by 2027. 

“Purely electrically powered models from MINI give us a unique opportunity to rethink our design,” said Oliver Heilmer, head of design at MINI.

“At the same time, we retain the attention to detail, sense of tradition and passion for innovation that MINI is renowned for.”

Little has yet been revealed about the visual aspects of the new design language, Charismatic Simplicity.

However, BMW confirmed in late 2021 it will have a new electric compact crossover out in 2023. A media showing is planned for next month. 

It has also said new models of the small-car segment developed for e-mobility will be produced in China. Production will be located at the newly constructed automobile plant in the east of China.

MINI will use the cars produced there to meet the increasing demand in China and the other global markets for electric cars.

As well as the new crossover, there'll be new generations of MINI Hatch (smaller than the current model) and MINI Countryman (bigger than present and with a pure-electric option) both also employing the new design language.

The three-door MINI Hatch is still expected to form the core of MINI's sales, but the larger Countryman, sharing its platform with the new BMW X1, will compete in the premium compact SUV segment.

The crossover will fill the gap between both the new Hatch and Countryman.

Charismatic Simplicity is expected to offer a cleaner, less fussy design palate than before. LED Union Jack taillights are a design element that will be carried forward, though likely only on the MINI. Judging by the latest images released by MINI, the upcoming crossover concept will feature arrow-shaped taillights pointing left and right respectively.

As well as turning down the external chrome, MINI interior design will also in future be a simplified affair, drawing inspiration from the interior of the MINI Vision Urbanaut show car.

The  latest concept will retain the circular instrument display in the middle of the dashboard, but incorporate it into a novel round display touchscreen. Also retained, are those characteristic retro toggle switches below the display.

What the company is moving away from, however, is the use of leather in its interiors, which, it says, is part of its efforts to reduce the environmental impact of its models.