Look at MINI’s contemporaries. Most of them are some models as a part of a larger umbrella. Beetle and VW. Fiat 500 and Fiat. Defender and Land Rover. Get the point. So these models don’t face the same challenge as MINI.
So BMW’s attempts have been mostly a hit (and sometimes miss) affair. The Countryman and Clubman have been hits. I think the Roadster and Coupe might be a dud. I mean why would I buy a Coupe when you have the better-looking and more authentic Mini Cooper. And I know a more authentic 2 seater roadster – the Miata.