BMW to Re-Brand John Cooper Works
MF Exclusive: While BMW’s buyout of the JCW brand may have taken longer than anticipated, BMW is wasting no time in getting to work. Not only are engineers in Munich and Designers in London hard at work on new JCW vehicles, but branding experts are also working on how to tweak the JCW messaging. That’s right, we’ve learned that BMW is planning on a complete JCW re-branding to debut later this year.
As more than a few in the Motoringfile comment section over the years have mentioned, the JCW logo is about a weak a brand mark as you’ll find. And with the purchase of JCW by BMW earlier this year, this seems like a perfect opportunity to revisit the look at and feel of MINI’s performance brand.
Next week we’ll have a bit more on the rumored new JCW vehicles.
Hopefully more content, in a purist form, than the previous JCW ‘brand’…
Good news, potentially. Fingers crossed they’ll re-introduce the classic squarish lettering.
<a href="http://www.johncooper.co.uk/public/images/header/mainlogo.gif" rel="nofollow ugc">http://www.johncooper.co.uk/public/images/header/mainlogo.gif</a>
That’s nice to hear. In comparison to the M brand, JCW doesn’t have the same cachet. Granted, it’s not quite been in the same stream of consciousness as the M branding let alone BMW. Nonetheless though, sounds like good news to me.
Finally!!!
actually, I don’t see why they want to do that. I like John Cooper’s name in it, which kinda implies a “custom” tuning, done by THE specialist for MINI tuning.. if it’s only about the logo – no problem, but don’t make it look like the M badge, which is terrible with its three colors.
after all, it’s a MINI and MINI drivers are different and cool, so why not having a surfboard behind the letters? at least that’s what I see in the current logo 🙂
I’m stoked for the re-brand. I seriously doubt that JCW will somehow become M’s baby brother or look it. Having BMW funds to brand JCW, I think, will yield a great new aesthetic to reflect the elegance and serious tuning capability of the JCW brand. The problem with the JCW branding previously wasn’t that it was simply ugly, it was that such a great entity like the John Cooper Works wasn’t better represented. It was an athletic man in a bad suit – a gorgeous woman in a baggy sweatsuit. I’m really looking forward to see what they do with it. Of course, that’s just me – certified brand junkie.
I didn’t mind the old logo. I don’t have much concern for the badging as I do for what’s under the hood and how soon can I buy it?
Good.
I believe that this is a very good bit of info. Although I am a current JCW owner I can say with little doubt that the John Cooper Works could stand for a bit of development. The previous cars seems to me to be a near continuation of the generations of JCW kits.
Kits are great however a high end tunning isn’t something that lends itself to a kit. To me what rebranding means is a comitment of producing a performance tuned vehicle that is a clear performance leader for the brand, exactly the same way “M” series stands for performance within BMW.
The problem I have with the previous JCW’s is that with a little aftermarket tweaking non-JCW’s are nearly (if not better) performance cars. Maybe with this branding they will develop a car that will be very hard for aftermarket vendors to compare with.
And hopefully this time, the JCW packages will actually ad some value to the car. Lots of people have found that they get nothing additional when selling their cars over an otherwise similar S, yet they paid $5k for it.
great, maybe after they fix the surfboard they can go fix the shape of the “s”
///MINI ?
Lee L,
I’m finding that the public at large has no interest in cars with substantial aftermarket mods. I am trying to sell a GTI with $5K of top quality, professionally installed parts and have received no hits.
On the JCW rebranding, speaking strictly from an art direction background, the current logo is pretty weak sauce. I think something that speaks to JCW’s heritage or old graphc design would be really cool. A badge that is reminiscent of the BMW “M” line would look petty hot too however.
J
I just hope they can keep the JCW costs in line. The cache of MINI aside, there are a bunch of high performing small cars now. I have no interest in a $40,000 MINI in any guise.
RR
I think the JCW badge could stand improvement since it now looks as if it would be more at home on a surfboard as a decal.
While it may be a good idea for BMW to underscore involvement, I do not think the British heritage of the MINI brand itself nor that of John Cooper should be casually disregarded.
In addition, I was never overjoyed to see BMW metamorphose the beautifully stylized “Motorsport” logo that graced everything from M3 valve covers to M1 IMSA race cars, into a block letter of the alphabet. Why not go with a MINI Motorsport tag to better communicate MINI’s performance heritage?
Wow. Stacy and I must be the only people who really, really like the current logo. It looks great on our Chili Red S and it’s subtle. I like subtle. It doesn’t jump out and say “look at me” and I am OK with that. I am interested to hear about the people who haven’t seen any resale improvement based on having the JCW package. I see this as primarily KBB’s fault as they make no mention of the package in their valuation. Since it’s a factory package it should be computed into the Blue Book value. My guess is that is the reason people aren’t seeing the bump in retail price. No matter for us though. We’re keeping Molly. She’s a classic now.
I agree on the lack of resale value. Amazingly it did nothing and I ATE most of the JCW cost on my ’05. I wish I kept it.
<blockquote>Why not go with a MINI Motorsport tag to better communicate MINI’s performance heritage?</blockquote>
Because the John Cooper Works <strong>IS</strong> that heritage. There’s more than just motorsports history, there’s racing family “pedigree” to remember. John Cooper is the reason the MINI is a sports car and not just an economy car – modern JCW engine kit or no.
…well, on the re-sale front, the current JCW hardware is excluded when pricing is determined. Read another way, not factored in, “just like any other aftermarket components”. The re-branding needs to address this, as well as, the content.
I was shocked when 3 BMW dealerships simply removed $6,000 from the top before establishing a trade-in value. An 05 JCW with 62K miles average trade-in based on real quotes was $13,300.00. Horrid!
KBB has started to give some value to the package starting with ’06s. . . but I agree that a JCW owner does not recapture value in the same way that an M BMW owner does. After all, an M3 is considered a whole different animal — not just a 3-series with an M-kit (just go to kbb.com and you’ll see that the M3 is listed separate; it’s not just an option package).
Maybe developing the JCW as a brand and a more complete package rather than an aftermarket-kit-plus(as some have suggested here) will do more for JCW resale.
I just hope that performance-boost is worth the money and I don’t have to worry about resale value for many years.
Um, Nathaniel? With the exception of the “One,” all new Minis are already named “Cooper,” so I think we have the JC heritage thing pretty well covered.
I love the word “Works” (as in “factory works car”) and hope that becomes the focus of the new brand name.
All this would seem point to R53 JCW cars being quite valuable in the very long run…
<blockquote>Um, Nathaniel? With the exception of the “One,†all new Minis are already named “Cooper,†so I think we have the JC heritage thing pretty well covered.</blockquote>
Yes, the naming is obvious, but I disagree with you. There’s a rich history of performance at the JCW that goes beyond just MINI. So including MINI in that heritage has a lot more brand weight than simply having a Motorsports Edition of the car. As a JCW MCS, your car shares DNA with Formula One cars and decades of go-fast. That’s much more significant than simply being “the tuned version,” IMO.
I love the word “works” too! “The John Cooper Works: Where Speed is Forged!”
Gabe,
Thanks. Is it next week yet? (More info)
Does this mean it won’t be called John Cooper Works, or just that they’re changing the logo?
M Works?
I have a 2004 330 w/ the factory performance package, which keeps its value well. I think next year, if there’s a Mini with a similar factory package (body kit, suspension, rims, power mods) – I’ll trade my 330 in for it.
Because the John Cooper Works IS that heritage …
What makes you think that use of the term motorsport cannot be implicity, or for that matter explicity, incorporated into the Cooper legacy Nathaniel? BMW is not the first to adopt its use, but I am confident that it was discrimanetly selected for its connotative trademark value. MINI could do likewise without jeopardizing the authenticity of tradition.
I too find the word “Works” very appealing and hope the term remains in the branding. I really like the more classic look of the round logo posted above. A “retro” look badge would be really sweet, IMO. Nothing too “marketing-y.”
I do not think ‘rebranding’ means name change. I am definitely a fan of ‘John Cooper Works’ name and think it will stay. I think we’ll just see something fresh in terms of how it is presented with the R56… like BMW has done with the Motorsports line.
One thing I know…if I can wait, the Works S will be my next MINI.
I agree with Nathaniel that the John Cooper Works name should be kept. There are many ways to increase the branding mindshare of this brand without resorting to shelving the whole thing and starting over.
The number one top priority is changing the damn logo. It is simply terrible, conveying an amateur feeling. To people not in the know, it could just be some random aftermarket part maker’s logo.
The number two priority is reinforcing the John Cooper racing heritage. Now that BMW owns JCW, they can leverage their huge advertising budget to create focused pieces re-introducing the JCW brand…cue scenes of 1960s Formula One and rally races. Customers have to be educated on the significance of the John Cooper name, so that when they see the JCW logo, they know it means business.
Number three on the priority list is reformulating the dealerships to upsell customers on JCW. Have certain dealerships that have JCW centers, following the formula of the BMW M. The tone needs to be set that JCW is for serious performance enthusiasts, and carries a more prestigious connotation.
Number four on the priority list is making sure that the JCW products live up to the new focus BMW is giving it. The JCW Cooper S will need to blow the doors off of most aftermarket solutions, and be a larger step up in HP from the base Cooper S than the R53 JCW was.
If MINI implements these four things, they can relaunch the JCW brand successfully without having to turn their backs on the John Cooper heritage.
as long as they give it at least 250hp with the majority of that driving the rear wheels, they can call it whatever the h3ll they want… 🙂
<blockquote>What makes you think that use of the term motorsport cannot be implicity, or for that matter explicity, incorporated into the Cooper legacy Nathaniel? BMW is not the first to adopt its use, but I am confident that it was discrimanetly selected for its connotative trademark value. MINI could do likewise without jeopardizing the authenticity of tradition.</blockquote>
I don’t think the word “motorsport” is bad. I just think that in terms of brand equity and real racing heritage, the John Cooper Works name is <em>better</em>. Could they incorporate “motorsports” in there somewhere? Sure. Should they? I don’t think so.
john cooper werks
I purchased an 06 JCW and immediately removed the badge. It is ugly in a used car lot badging kind of way. I got the JCW for a few reasons but one I liked was having something that was associated with the real racing of the past. Though not by much obviously with how things are done today. But more than what I would consider the new BMW John Cooper works. Isn’t BMW developing the works package? It would be like Dodge buying the Corvette. It may perform better but in the end there is no heritage left. It’s just another take over in todays society.
I guess you could say it’s the same feeling Mini owners got when BMW started making the new MINI.
<blockquote>I guess you could say it’s the same feeling Mini owners got when BMW started making the new MINI.</blockquote>
And look how badly that turned out… 😉
…good call kelly…
…except i’d like ‘Herr Küper Werks’…
…sprechen sie talk??
<blockquote>“The John Cooper Works: Where Speed is Forged!â€ÂÂ</blockquote>
I like it! Is that original? Or is that a JCW tagline? If it isn’t it should be!
Since I’m studying marketing here’s a great marketing idea:::
BMW should start a worldwide contest-search for the new name, logo and slogan for the JCW brand….
The winner gets a new WHATEVER NAME THEY PICK mini cooper (as in JCW Mini Cooper S).
I wouldn’t mind being that person!!
Talking about having an Xclusive Mini Cooper with custom made badges saying that the person was the creator of such things (name, logo and slogan)
Thats Mini Cooper marketing material right there….
If JCW becomes to MINI what M is to BMW any and all JCW factory-installed equipment (or more specific, JCW badged models) will have increased value reflected in most if not all used car guides.
As mentioned previously, I’m more interested in what BMW plans for JCW mods than the actual JCW logo.
How about the outgoing M3 I6 in the MCS?
I’m not worried about BMW making it too “German” like the ///M brand. If we’ve learned anything from the Mini brand, it’s to trust BMW to keep the British appeal. I just think that JCW is too much of a mouth full. By shorting it, and maybe giving it a more stand-out logo, it should start the process of getting more respect into the the name. Plus, you get the amazing look of the Brits and the amazing engineering from the Germans, can’t get any better than that.
If it has 250HP I don’t care if they call it “John Jacob Jinkinheimershmitt Works”.
lalalalalala
I think Factory JCW cars wil always be more appealing and have better residuals than cars that were upgraded with the performance kit at the dealership.
I have a quick poll for everyone. I have an 06′ JCW. Would I be labeled a traitor, wanna-be, or a putz if I stripped my badges and installed the new ones? I specifically and intentionally purchased the 06′ over the 07′ for several reasons … and I don’t want to appear as if I am trying to ‘pass off’ my 06′ AS an 07′ … I just want a better logo. Your thoughts?????
seb, the way I see it, it’s your car, do whatever you want to it!
I don’t mind the current JCW logo so much though, so I’ll be keeping mine the same. I even bought the freakishly expensive JCW illuminated door sills and leather dash… so yeah, kinda hard to change now. 🙂
The JCW brand can’t serve two masters—keep the blingy bits as JCW & create a <strong>MINISPEED</strong>-type brand for the performance stuff.
Good. It is about time they got rid of that surf board of a logo.
seb: if you are really taking a poll, I say just strip your badges altogether, including the Cooper S on the boot. much cooler. the jcw branding is still there under the bonnet and on your tail pipes.
Another vote here for the “Works” tag, or if not that, then simply “JCW”. In reality that is how people refer to the current JCW cars, either in speech or the written word.
If BMW goes with “Works” then they could be really clever by truncating that even further to “W”. Then by rotating the ///M logo 180° they then have the new W\\ logo!
Simple.
At first I thought “Works” sounded cool too. After thinking about it more it could imply that anything without that branding doesn’t work. Probably not the impression to give when you’re expanding your brand. “Motorsports” may be the safer way to go.
The badge is what it is and I like it. Most importantly, I love the car! The car’s the thing, not the symbol and certainly not whether the symbol (the badge) meets somebody’s sense of style. Most people don’t even notice it much less know what it means. Its small and non-descript. It only means something to someone who knows their stuff if that sort of thing is important to anyone. To me, if someone notices it and drops some props, fine. If someone says, “Hey, what’s that surfboard on the back of your car?”, I just smile. THE important thing is that I know what I’ve got and I dig the hell out of it. That’s why I ordered my 06 JCW in July of 06. It’s a keeper!
I just bought an old new 06 MCS cabrio with JCW kit and all the exterior and interior cosmetics, wheels, and brakes. Did I do a dumb thing? I just thought that warrantied factory mods in a tweaked car was a good move? Was I wrong? I’m not going to race it. Will I ever be able to resell it? I paid 28,000.
Sounds like you got a good deal on a great car. I’d be thrilled.
Gabe I’m going to Amsterdam, and I’m looking for a specific photo. Something young Mr. Cooper would sign. Maybe you could help me acquire it?
See you there
Oh, sorry Gabe my email is <a href="mailto:vavocado@rcn.com">vavocado@rcn.com</a>. I’ll trade you something?!
<p>BMW needs to take the MINI JCW to the next level, not by “rebadging” but by RACING, and not just against other MINI’s as in the MINI Challenge series but against other makes. If the car is not competitive within it’s class of today’s high performance automobiles, all the “cache” in the world isn’t going to impress real car guys. The BMW M division was actively involved in engine development for racing and proved itself. MINI has not been a serious racing contender for decades. Much as I love driving my new MINI, I don’t want to see it relegated to a cartoon of it’s own history – now 50 years past. The original Mini Cooper was competitive outside of it’s class, beating much larger engined and race tuned Austin-Healy, Jaguar, and Porsche cars in road rallys. Cooper was a name to be reckoned with. The JCW badge has become a marketing gimmick. Offering JCW “sound”, carbon fiber dash, or steering wheels to put on an otherwise standard MINI says it all. The JCW needs to be THE ULTIMATE MINI to own. BMW M division should develop the car to run with the high HP Subarus at the WRC and make Cooper proud. If anyone can do it they can. But WILL they? Or will they just keep peddling a tired iconic image with special floor mats? Let’s see.</p>