My wife and I were interested in changing the 4wd over to the Clubman, but given MINIs indication above, now don’t look like we will be selling the 4WD in a hurry for the near future until seeing what price the Clubman hits the streets at and whether its features and functionality justify the upgrade. Maybe existing familise with R50 & R53 models will consider upgrading to the Clubman down the track given potential extra practicality / functionality on the current model range?

It will be interesting to see how aggresively BMW has set their sales targets and whether MINI Clubman will get them over the line in meeting it.

The A-pillars are on either side of the windshield attached to the glass at the front corners of the car. The B-pillars are in between the driver and behind-the-driver passenger window where the seat belt attaches. The C-pillars are at the back corners of the car. In the MINI, they are hidden with the wrap around glass in the 02-06 models. In 2007, the c-pillars are shiny black joining the rear passenger and boot windows.

“Ohayo gozaimasu or Good morning…

It’s just after 7am in Tokyo just about to head for breakfast and then into the conference room where we plan our strategy for the MINI Clubman shoot in downtown Tokyo. We also have an night shoot tonight as we aim to capture the energy and vitality of the new addition to the MINI brand – The MINI Clubman.

I actually had a drive last night and for an extended MINI it is incredibly agile – The rear door and side door are works of art in quality , ease of use and the rear has surprisingly good legroom compared to the regular MINI (and with optional sliding- Roof) It is also very panoramic and rear passengers are less likely to have a panic attack than in the MINI hatch. – Would be MINI owners are going to make a bee-line for this car – It’s the MINI made for non MINI owners.

Why Japan? Besides the fantastic food and nightlife and interesting culture – Tokyo fits in with the metropolitian approach and the designation lifestyle of the MINI brand. I have loved Tokyo ever since I saw “Akira” The Clubman is extending the ideals of MINI as a lifestyle rather than just a product. We made that decision with the first MINI to approach MINI as a lifestyle rather than just a car which turned out to be very successful indeed.

MINI is and will always be a “young Brand” even though it is a product Which appeals to all ages. The Clubman shoot is all about the energy MINI is all about. The campaign will be very visual with an urban feel with a thumping soundtrack and what better City to showcase this in than the neon fairground of Tokyo.

Sayonara .”

Lets MINI

For example, the a pillar is between the side of the front windshield and the front driver’s side (or pasenger’s side) window, the b pillar between the front driver’s side window and the rear driver’s side window, and the c pillar between the rear driver’s side window and the rear windshield.

The Minis have b and c pillars that are relatively close, so by looking at an average sedan it may be easier to see those pillars.

James….

I’m not sure that is correct. The rear overhang (bumper to rear tire) is obviously a few inches longer. But total car length needs to account for the inches added between the axles. This looks to be at least 10-12 additional inches. I’m looking for overall car length in comparison to the Cooper.

I am one of the over 55 crowd (with a 25 year old mentality I guess) and I am on my 3rd MINI. I have loved them all, but this new one (R56) is a vast improvement. I can hardy wait to get up to 2000 km so I can try the “overboost” function.

I was also considering a Harley, (I have been riding for 35 years) but I settled on a BMW, so now I have two BMW products. I also manage a small radio station, which is all about marketing, so I find the comments about the target market for the Clubman interesting. My experience tells me that this car has a very wide appeal, and the clever marketing has helped, in my opinion. However, unlike the New Beetle, that made a big splash at first, the MINI appeal has not diminished, judging from the looks I get and the questions people ask. There is still a high degree of interest in the MINI, and the Clubman will just increase it. I know I am considering one for my wife, as she needs a bit more room to carry job related stuff.

OH Steve, At the top of the article, it says “rear overhang 120mm longer” – so total car length about 5″ more.

The million dollar question remains: how much seating in the rear? I have heard three in some markets and two in others, which seems to be an odd choice. I am truly hoping for three seats in the back (two for carseats plus one in the middle). If I knew that the canadian model would carry three rear seats, I am confident that I’d have a deposit ready – since that’s cloudy, I have to wait.

I hate waiting. :)

Exactly. Which is just what they should be doing.

As far as demographics go, when targeting marketing you’re choosing between basically three groups for your audience to relate to. It’s either “this is me”, “this is who/what I want”, or “this is who I want to be.” For example, using some rugged-looking man as the spokesperson for a product doesn’t mean that the ad only works on women, or only on men. The underlying idea is that men identify with the character in aspiration, and straight women identify in terms of attraction (and vice versa in the case of beautiful women in advertising). Sure, lots of marketing messaging is aimed at specific groups, and sadly, the majority of advertising today is aimed at 15-35 year old males, but they pick up other groups as marketing “collateral damage” if you will. Appeal to the gen-Y male and you’ll pick up a lot of gen-Y females, younger kids who wish they were driving age, and older gen-X and baby boomers who wish – or even act like – they’re still 25. You pick up many side groups without alienating your principle group that way. But it doesn’t usually work in the other direction. There aren’t any 25 year olds aspiring to be 54 so they can buy a Corvette.

All that means is that you’ll sell more Clubmans – including to young families – by marketing to the canoe and Puma shoe crowd. Not the other way ’round. Push it as a minivan alternative and you’ll lose both groups. Why? Because it’s not a minivan. It always comes back to the product. The best ad campaign ever won’t sell denture cream to the average gen-y guy because he doesn’t need it and he doesn’t want it. Likewise you’ll sell Clubmans to folks looking for all the things people look for in the Coopers – fun, coolness, style, fun, performance, economy, fun, and fun – just with more space in the boot.

NS in MN