Under BMW's stewardship, MINI has reinvented itself three times. Maybe 'reinvented' is not the exact word, but in the early 2000s, the brand was young, hip and naughty. Then in the mid-2010s, it positioned itself as 'grown up but still fun'.

Today, the brand is again youthful, vibrant and in line with current trends, digitalised. It's also given a nod to sustainability by utilising recycled materials where possible, to enhance its appeal to eco-conscious drivers.

But perhaps as a reflection of modern times, MINI also seems - for lack of a better word - unfocussed. Based on my experience with the Cooper E, it feels like it wants to offer something for everyone.

You won't mistake the Cooper E for any other model, and its proportions are balanced, too

Still a cutie

One thing that hasn't changed is that the three-door hatchback looks 'right'. MINI has larger offerings like the five-door hatch, Clubman and Countryman, but it's the three-door that holds the most appeal to me.

Like human eyes, the round headlamps are expressive, while the crisp lines add tension and an athletic vibe. The wheels are still pushed out as far as possible, but if there was one element I'm really drawn to, it's the roof. It's nice that it still 'floats', but it's the curviness of the edges that's attractive.

The round head lights should have been complemented by curvy taillights

The rear end, though tidy and perky, is my least favourite bit. Somehow, the taillights, apart from looking modern and digital, just don't cut it for me. I wish there was emotionality or even cuteness here.

Inside, you'll find that the Cooper E continues with the themes of digitalised and eco-friendly. In the name of minimalism, most of the toggle switches are gone. Only three remain: One to turn the car on and off, one to choose the Experiences (more on this later), and a gear selector.

The cockpit is advanced, sustainable and minimalist, so the Interaction Unit seems even more bloated in comparison

Thankfully, there are still physical buttons - not haptic ones - on the steering wheel, so you won't make mistakes when switching between music tracks or adjusting the volume.

In terms of sustainability, the knitted trim found on the dashboard and door panels is made with over 90% recycled polyester yarn. MINI says the process uses 98% less water compared to cotton, while also lessening CO2 emissions by around 80%.

Designers were consistent with the oval theme, which adds to the car's 'MINI-ness'

The entire space feels modern and eclectic, and there's an oval theme that's repeated throughout. From the key (which has inexplicably grown much larger than before) to the wing mirrors to the 'Airbag' tabs, the designers have ensured its presence is consistent.

The three-door Cooper E was never going to win awards for space and practicality, but the rear seats are relatively adequate. Getting in and out remains a problem, though, for even with the front seats pushed all the way forwards, one only has a small aperture for access. Flexibility is key here.

Space in the rear is adequate (if you can squeeze in), while boot capacity ranges from 211 litres (backrests up) to 800 litres (backrests folded)

Addressing the issue

Now for the elephant in the room: The new infotainment system, dubbed the MINI Interaction Unit, powered by MINI Operating System 9. It's a brilliant display with a rich palette and attractive graphics, and it's technically not difficult to use as there's an options menu to help with navigation. However, it also happens to be the Cooper E's biggest bugbear.

The system is bloated with too many options, in the form of Experiences. Somebody must have suggested making it as customisable as a drink order in Starbucks. Then, anyone who put up their hand and said "Stop!" was either ignored, denigrated as a 'boomer', transferred to another department or worse: Cancelled.

The 'Personal' setting, which gives the spacecraft-like sound effects, is probably the most hilarious option

Hence, the infotainment offers you no fewer than seven Experiences to choose from: Balance, Personal, Timeless, Vivid, Green, Core, and Go-Kart.

I don't even want to get into what each of them does, but for simplicity's sake, Green is eco-mode, Core is the normal setting, and Go-Kart is sport mode. Thankfully, you can select one of them as your default one.

The UX (with fewer Experience modes) would actually be nice, and the sharp heads-up display is a delight

Ahh, but that's not where this tale ends. Each Experience not only alters the infotainment screen, but the heads-up display as well. The synthetic noises the car makes under acceleration also change. In Go-Kart, the Cooper E sounds sporty and aggressive, but in Personal, accelerating hard makes a spacecraft-like sound that might have been inspired by The Jetsons.

And if that wasn't enough, toggling between the different settings causes the system to lag as each one is loaded. So, exploring these will either be fun or in my case, frustrating.

The 'Timeless' setting delivers retro aesthetics, while the chronograph-inspired 'Go-Kart' mode has a racy feel

Finally, respite

Drive the Cooper E and you'll soon forget about the Interaction Unit. After all, the real interaction between you and the car happens behind the wheel, not in front of a screen.

Performance-wise, the Cooper E is right on the 110kW limit for Cat A electric cars, offering 148bhp and 290Nm of torque. By the way, the latter figure eclipses the 270Nm produced by the previous MINI Electric, which is a Cat B model.

Put your foot down and the Cooper E responds with glee and exuberance, as the instantaneous torque gently tugs the steering wheel from side to side. It's literally the car saying: "Can we play? Please! Can we play now?!"

The 'B' setting, in conjunction with 'Green' mode, enhances the energy recovered from regenerative braking

This, too, helps you forget about the car's shortcomings as you give in to your impulses. Accompanied by the spaceship-like soundtrack, the Cooper E excitedly scampers forward and leaves internal combustion machines behind without a second thought.

You can't help but weave through traffic, brimming with excitement and feeling your pulse race. The burbling or popping noises are absent, but it's okay, because the MINI personality you expected is intact.

Part of that personality is an eagerness to explore every type of bend. From roundabout to slip road to expressway exit, the Cooper E wants to sniff them all out. And given the hatchback's compactness (it measures 3,858mm from nose to tail), making it do your bidding is easy.

The Cooper E has a driving range of 305km, so it can theoretically cover your workweek commute before needing a recharge

Point the nose at your preferred line and the Cooper E eagerly follows, even if it means tossing your passengers about. With the 40.7kWh battery (compared to 32.6kWh in the MINI Electric) helping the car stay planted, you'd have to be incredibly reckless to end up in the scenery.

But while taking corners in the Cooper E is enjoyable, its electric power steering could be better. There's not much feel or feedback to be had, and even little surface undulations are muted. This improves refinement but blunts the helm's communicativeness.

Still, once you get used to it, the Cooper E delivers the fun you expected, albeit in its own way. Another plus is the hatchback's ride quality, which is shockingly comfortable. Could it be down to the use of normal suspension or softer tyres? Whatever it is, not having to deal with an edgy ride is a plus.

Reflections of the present

Objectively, the Cooper E is not a bad car. MINI's target consumers are folks who are eco-conscious, and they want to see this in a premium hatchback. They also want modern styling, while still retaining the familiar silhouette and design elements.

What about the Interaction Unit though? Well, maybe it is also what today's buyers want. More colours, functions, options and scope for customisation. In other words, more distractions. But that's from this perspective.

Maybe it's a Gen X thing. I don't belong to the plugged-in, digital generation that wants more and even snazzier features. I'm still focussed on that interaction behind the wheel. If you love to drive and enjoy the Cooper E's sparkling personality, then we have common ground, and plenty to talk about.

These stories may also interest you

Progressively styled and conceived, the electric Cooper SE rightly retains its predecessor's zippy and sunny persona, while packing much-needed extra range

Feline puns aside, ORA's Good Cat is nippy, user-friendly, has a snazzy design and is relatively affordable, which could attract first-time EV buyers

Under BMW's stewardship, MINI has reinvented itself three times. Maybe 'reinvented' is not the exact word, but in the early 2000s, the brand was young, hip and naughty. Then in the mid-2010s, it positioned itself as 'grown up but still fun'.

Today, the brand is again youthful, vibrant and in line with current trends, digitalised. It's also given a nod to sustainability by utilising recycled materials where possible, to enhance its appeal to eco-conscious drivers.

But perhaps as a reflection of modern times, MINI also seems - for lack of a better word - unfocussed. Based on my experience with the Cooper E, it feels like it wants to offer something for everyone.

You won't mistake the Cooper E for any other model, and its proportions are balanced, too

Still a cutie

One thing that hasn't changed is that the three-door hatchback looks 'right'. MINI has larger offerings like the five-door hatch, Clubman and Countryman, but it's the three-door that holds the most appeal to me.

Like human eyes, the round headlamps are expressive, while the crisp lines add tension and an athletic vibe. The wheels are still pushed out as far as possible, but if there was one element I'm really drawn to, it's the roof. It's nice that it still 'floats', but it's the curviness of the edges that's attractive.

The round head lights should have been complemented by curvy taillights

The rear end, though tidy and perky, is my least favourite bit. Somehow, the taillights, apart from looking modern and digital, just don't cut it for me. I wish there was emotionality or even cuteness here.

Inside, you'll find that the Cooper E continues with the themes of digitalised and eco-friendly. In the name of minimalism, most of the toggle switches are gone. Only three remain: One to turn the car on and off, one to choose the Experiences (more on this later), and a gear selector.

The cockpit is advanced, sustainable and minimalist, so the Interaction Unit seems even more bloated in comparison

Thankfully, there are still physical buttons - not haptic ones - on the steering wheel, so you won't make mistakes when switching between music tracks or adjusting the volume.

In terms of sustainability, the knitted trim found on the dashboard and door panels is made with over 90% recycled polyester yarn. MINI says the process uses 98% less water compared to cotton, while also lessening CO2 emissions by around 80%.

Designers were consistent with the oval theme, which adds to the car's 'MINI-ness'

The entire space feels modern and eclectic, and there's an oval theme that's repeated throughout. From the key (which has inexplicably grown much larger than before) to the wing mirrors to the 'Airbag' tabs, the designers have ensured its presence is consistent.

The three-door Cooper E was never going to win awards for space and practicality, but the rear seats are relatively adequate. Getting in and out remains a problem, though, for even with the front seats pushed all the way forwards, one only has a small aperture for access. Flexibility is key here.

Space in the rear is adequate (if you can squeeze in), while boot capacity ranges from 211 litres (backrests up) to 800 litres (backrests folded)

Addressing the issue

Now for the elephant in the room: The new infotainment system, dubbed the MINI Interaction Unit, powered by MINI Operating System 9. It's a brilliant display with a rich palette and attractive graphics, and it's technically not difficult to use as there's an options menu to help with navigation. However, it also happens to be the Cooper E's biggest bugbear.

The system is bloated with too many options, in the form of Experiences. Somebody must have suggested making it as customisable as a drink order in Starbucks. Then, anyone who put up their hand and said "Stop!" was either ignored, denigrated as a 'boomer', transferred to another department or worse: Cancelled.

The 'Personal' setting, which gives the spacecraft-like sound effects, is probably the most hilarious option

Hence, the infotainment offers you no fewer than seven Experiences to choose from: Balance, Personal, Timeless, Vivid, Green, Core, and Go-Kart.

I don't even want to get into what each of them does, but for simplicity's sake, Green is eco-mode, Core is the normal setting, and Go-Kart is sport mode. Thankfully, you can select one of them as your default one.

The UX (with fewer Experience modes) would actually be nice, and the sharp heads-up display is a delight

Ahh, but that's not where this tale ends. Each Experience not only alters the infotainment screen, but the heads-up display as well. The synthetic noises the car makes under acceleration also change. In Go-Kart, the Cooper E sounds sporty and aggressive, but in Personal, accelerating hard makes a spacecraft-like sound that might have been inspired by The Jetsons.

And if that wasn't enough, toggling between the different settings causes the system to lag as each one is loaded. So, exploring these will either be fun or in my case, frustrating.

The 'Timeless' setting delivers retro aesthetics, while the chronograph-inspired 'Go-Kart' mode has a racy feel

Finally, respite

Drive the Cooper E and you'll soon forget about the Interaction Unit. After all, the real interaction between you and the car happens behind the wheel, not in front of a screen.

Performance-wise, the Cooper E is right on the 110kW limit for Cat A electric cars, offering 148bhp and 290Nm of torque. By the way, the latter figure eclipses the 270Nm produced by the previous MINI Electric, which is a Cat B model.

Put your foot down and the Cooper E responds with glee and exuberance, as the instantaneous torque gently tugs the steering wheel from side to side. It's literally the car saying: "Can we play? Please! Can we play now?!"

The 'B' setting, in conjunction with 'Green' mode, enhances the energy recovered from regenerative braking

This, too, helps you forget about the car's shortcomings as you give in to your impulses. Accompanied by the spaceship-like soundtrack, the Cooper E excitedly scampers forward and leaves internal combustion machines behind without a second thought.

You can't help but weave through traffic, brimming with excitement and feeling your pulse race. The burbling or popping noises are absent, but it's okay, because the MINI personality you expected is intact.

Part of that personality is an eagerness to explore every type of bend. From roundabout to slip road to expressway exit, the Cooper E wants to sniff them all out. And given the hatchback's compactness (it measures 3,858mm from nose to tail), making it do your bidding is easy.

The Cooper E has a driving range of 305km, so it can theoretically cover your workweek commute before needing a recharge

Point the nose at your preferred line and the Cooper E eagerly follows, even if it means tossing your passengers about. With the 40.7kWh battery (compared to 32.6kWh in the MINI Electric) helping the car stay planted, you'd have to be incredibly reckless to end up in the scenery.

But while taking corners in the Cooper E is enjoyable, its electric power steering could be better. There's not much feel or feedback to be had, and even little surface undulations are muted. This improves refinement but blunts the helm's communicativeness.

Still, once you get used to it, the Cooper E delivers the fun you expected, albeit in its own way. Another plus is the hatchback's ride quality, which is shockingly comfortable. Could it be down to the use of normal suspension or softer tyres? Whatever it is, not having to deal with an edgy ride is a plus.

Reflections of the present

Objectively, the Cooper E is not a bad car. MINI's target consumers are folks who are eco-conscious, and they want to see this in a premium hatchback. They also want modern styling, while still retaining the familiar silhouette and design elements.

What about the Interaction Unit though? Well, maybe it is also what today's buyers want. More colours, functions, options and scope for customisation. In other words, more distractions. But that's from this perspective.

Maybe it's a Gen X thing. I don't belong to the plugged-in, digital generation that wants more and even snazzier features. I'm still focussed on that interaction behind the wheel. If you love to drive and enjoy the Cooper E's sparkling personality, then we have common ground, and plenty to talk about.

These stories may also interest you

Progressively styled and conceived, the electric Cooper SE rightly retains its predecessor's zippy and sunny persona, while packing much-needed extra range

Feline puns aside, ORA's Good Cat is nippy, user-friendly, has a snazzy design and is relatively affordable, which could attract first-time EV buyers