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It's a corporate face, every auto maker is guilty of it.
There's a bit more to it in MINI's case, though. They're trying to make every car look vaguely like a ten-foot minicar that came out in 1959. It goes far beyond a simple corporate face, and effectively they've built themselves into a corner by having to make everything look like a MINI.
It's like I said before - it's as if the designers have no freedom to move. I can imagine virtually every design brief is along the lines of "design an awesome coupe/crossover/sporty crossover/roadster/whatever... oh, but make it look like the hatchback".
I'm genuinely intrigued to see where they take the brand over the next few model cycles. I simply can't see them being able to continue tweaking lights and throwing a contrasting roof on something indefinitely.
It's not just MINI of course. Fiat is going to have a nightmare replacing the 500 (the 500L already shows how badly it can go trying to turn those styling cues into a different-shaped car), VW is going to struggle with the next Beetle - though luckily for them, they're right at the start of a model cycle so don't have to think about it for another 6-odd years - and if the reactions on this forum are anything to go by, Ford is going to have plenty of people who dislike the next Mustang for not looking like something from the 60s.
Retro design, when done well, can be brilliant - but it shouldn't be the grand plan for any car company. Even if the company's name is MINI.