Thanks to everyone who sent this in.
The 2002 launch of the MINI in the USA brought us some of the most interesting and unexpected advertising the automotive world has seen before or since. Without the budget for big TV ad buys, CP+B focused on a blitz of print, outdoor and environmental advertising. One of the more noteworthy examples was this stunt involving a Cooper on the roof of a Ford Excursion in NYC:
This not-so-subtle commentary on America’s obsession with SUVs was pretty bold, but it also said something deeper. Placing the smallest car you could buy on the roof of the largest SUV available made an audacious statement about what driving fun really was. Sure, that SUV may haul a lot of gear, but that MINI sure looks like a good time on four wheels.
Eight years later, MINI has an SUV of its own. This move has caused no small amount of controversy here on MotoringFile. For a brand that introduced itself to America under the mantra of “The SUV backlash starts now”, producing a crossover seems to some like a betrayal of the brand’s personality. Personally, I don’t see it this way, and MINI’s latest environmental advertising stunt involving a Countryman and a classic Mini perfectly demonstrates my thoughts on the subject.
In my opinion, the genius of MINI’s original SUV stunt was about demonstrating how to do more with less. It was as much about how needlessly large American vehicles had become as it was about how cleverly small the MINI hatch really is. MINI doesn’t build a small car for the sake of being small, but rather because if you’re very, very clever you can do a lot with a very small car. You can go fast. You can go pretty far on a gallon of gas. You can turn really sharp. Your car can look really cool and be genuinely nice in its details. You can haul a surprisingly useful load in a pretty small boot. Personally, I don’t think this is a formula for a single car. I think this is a philosophy MINI could apply to any segment. I think you could have a MINI passenger airliner that fit this philosophy of small but smart.
I think the Countryman is actually the ultimate backlash against the SUV — against the notion that I need a huge, lumbering, inefficient vehicle to haul people and gear. Where the R50 fit snugly on the roof of that Ford Excursion, look at how the classic Mini overflows the top of the Countryman. Beyond the tongue-in-cheek, self referencing nature of this stunt, I think it makes a big statement about what you can do with a small car and that’s what MINI is all about.
<p>MINI is only a recent visitor to the small crossover, yes its smaller that most its still right in the area of the CRV and such.</p>
<p>Think they should have put the classic inside the R60 so you can prove just how much space you need to waste these days to seat 4 people.</p>
<p>Get a spell check. It’s not re-inact. It’s re-enact. This will likely trigger reference to “grammer nazis” from lowbrow fans. However, precision in language is hardly different than precision engineering.
Beyond that, it looks like turtles humping.</p>
<p>Nathaniel, your opinion of “more with less” isn’t an accurate description of the original add campaign. The “SUV Backlash Starts Now” wasn’t about more with less at all! It was “in your face” to the status quo and all the SUV stood for. Many of us who actually owned and used SUVs for more than single person driving thought the add campaign was stupid and risky. I bought a MINI DESPITE the fact that the comaign was insulting one of my choices of vehicle. Many early MINI buyers also had larger vehicles, and insulting your target audience is always a risky marketing strategy. Take a gander at the forum posts circa 2002 to see what discussions actually happened.</p>
<p>Revisionist history aside, it’s ironic that MINI would choose to re-enact that stunt indeed! As yes, one can spin the R60 as a smaller version of the small crossover, but as many point out with great regularity, it is venturing rather far afield from the small/efficient message of the Mini.</p>
<p>I guess it’s just another example of how marketing does whatever it can to make a short term point (as was the original “SUV backlash” campaign), independent of consistancy of message over time.</p>
<p>But with further reflection, it is a confused message indeed. What’s the point? To show how much bigger the R60 is than an original Mini? Is that a message one really wants to broadcast? “Look, the MINI has grown just like the average US belt size!”</p>
<p>I guess it’s one of those efforts that is best underanalized, as it is an eye catching effort, but fails on many levels if one really considers the message.</p>
<p>Matt</p>
<blockquote>Nathaniel, your opinion of “more with less” isn’t an accurate description of the original add campaign. </blockquote>
<p>Not sure how an opinion can or can’t be accurate, since it’s an opinion and not a fact. This is my interpretation, in retrospect, of what the campaign meant <em>to me</em>, not a retelling of CP+B’s formal strategy or even how other people took it. I’m not going to pretend to know why they did it, but this is what <em>I think</em> it meant. Or at least what I took away from the earlier stunt in the context of the recent revisit.</p>
<p>I apologize if this was confusing.</p>
<p>Irony is in the eye of the beholder. Is big the new small?</p>
<p>Looking forward to the first review of the MF Countryman.</p>
<p>The SUV Backlash starts now campaign came quite a bit after the Hatch on Suburban one and I think were quite different.</p>
<p>You can look at the Hatch/Suburban on as an “anti-suv” campaign, but I think it was more like “take this toy along with you this weekend” …</p>
<p>This was “go to the Hamptons” every weekend time a decade ago. People were hauling the kitchen sink with their SUV.</p>
<p>The aviation version of the MINI is the Icon A5.</p>
<p>The whole “SUV Backlash” thing was always offensive to me.</p>
<p>I love MINI, but why can’t a product be what it is without bashing on something else? This akin to the way politicians run campaigns now days. You can see who is getting the last laugh. Hopefully, MINI is laughing at itself as they realized, “If you can’t beat ’em, join ’em.”</p>
<p>@JonP: I agree that this is a waste of space for 4 people. That is why seating for 5 should have been standard. :)</p>
<p>Just like the rally history for the brand, the classic is on top. The way my eye reads this is that the Mini is above the R60 in a great many ways. lol</p>
<p>The text on the side of the car says “Holds Everything You Need for a Fun Weekend”. I’m not sure that I like that message either! What about more than a weekend? Heck, we got our Clubman at MINI of the Hamptons and drove it back to California: two kids in car seats, 13 days of visits to friends and the like. If the clubman will hold everything you need for two weeks for a family of four, the R60 should hold even more!</p>
<p>The more I think of this pitch, the less sense it makes.</p>
<p>Matt</p>
<p>Everything old is new again… I agree with those who wonder what the message they are trying to get across is. In my opinion it seems to be saying “if you want a fun weekend own a classic Mini!”</p>
<p>saw this in chicago last week. wonder if it was the same mini countryman they used for this billboard? also wondering if the snow will end up high enough so they can drive the thing right down outta there?
pics of the ad here:
<a href="http://bssp.com/2011/news/mini-countryman-goes-well-over-ice/" rel="nofollow ugc">http://bssp.com/2011/news/mini-countryman-goes-well-over-ice/</a></p>
<p>Wasted space for 4 people? Have you taken a long distance ride in the back of a MINI? Would you go 8 hours in there with bags for four? How is the mileage on a Countryman Manual Transmission? So… You lose 2 MPG to get considerably more space in a vehicle half an inch shorter than a VW Golf (not to mention how much smaller it is compared to a CRV). HOW DARE THEY!</p>
<p>Really? Have you driven one? Have you seen one in person next to the hardtop?</p>
<p>It is a great crossover. It is not designed to be the original, nor is the coupe. I am pretty disappointed in the take of many commentors. MINI has expanded the marketplace exponentially.</p>
<p>Have you put a 5-8 year old in the back of a hatchback and seen where their ankles have to bend? Being 5’10” and 200lbs, my legs fit in the back more safely.
Have you put a child in a rear facing child seat in a Cooper Hardtop?</p>
<p>This takes an awesome concept, blows it up to small or medium car size for the American market, and adds AWD for the beautiful weather we have had across the USA this year.</p>
<p>Really?</p>
<p>I think the message is pretty simple: “it’s still small.” That’s it.</p>
<p>Well said BedfordMINI. The Countryman is a great option for those that want a MINI with more space. As far as the promotion, I think it’s a pretty cool way of showing off the Countryman and honoring the classic Mini at the same time. I like it.</p>
<p>@ BedfordMINI</p>
<p>I have put a rear facing car seat in the back of my MINI with no problems, perhaps you should try a different model/brand, its a lot cheaper than buying a different car.</p>
<p>I’ve made the kids and MINI thing work for 4 years so far with no problems even on long car rides (its 700 miles to the dragon). I don’t understand why everyone says it’s not possible, some without even trying.</p>
<p>Having said that, I do think the Countryman is a neat idea, its just not for me at this moment in time.</p>
<p>Looks like MINI’s mating. (lol) When can we expect the pitter patter of little tyres? Perhaps it will be a little roadster or coupe?</p>
<p>I think a lot of the MINI Hardliners are reading way to much into this lighthearted add display…
The Countryman has been a controversial design in the MINI community to say the least, and it is starting to look more and more like fundamental religious squabbling about what is right and wrong regarding this brand.
The MINI Community used to be fun and light hearted…now it seems to be a waste of time as all anyone seems to do anymore is complain, complain, complain.</p>
<p>It unbelievable how uninformed some people are that post about the Countryman. CRV is 179 inches long and the size of a 2010 X3, the Countryman is 161 inches. Don’t post if your information makes no sense. The next time I hear someone compare the Countryman to a CRV or RAV4 (181 inches) I will puke or die from laughter. If you don’t have facts don’t make shit up.</p>
<p>Love most everything about the Countryman except for the driving, but that is really the deal killer for those who love driving the Cooper/Clubman S with a lot of spirit.</p>
<p>For me post test drive:</p>
<p>Looks – check
4 doors – check
Space – check
All4 – ah, eh, er, no thanks
Power (S) – not enough IMO
Handling – holy body roll</p>
<p>My test drive was in New England in December before we hit the nuclear winter snow. Since then I have been on snow, ice, slush, etc. In my Clubman S w/all seasons. You get used to it and in its own way is a lot of fun vs. Dry pavement. I imagine it is even better with some Blizzaks.</p>
<p>Keeping the Clubman until the Countryman has more power and better manners.</p>
<p>For someone new to MINI, a Countryman may be better than a CRV and its ilk, but not sure it makes the mark otherwise. Personally I would rather take the car on the roof.</p>
<p>The MINI on top of a SUV came WAY before the ‘SUV Backlash’… or at least the backlash posters didn’t start showing up at my MINI dealer until sometime after the refresh of the first gen. Or at least, that’s how I remember it. But timelines aside, this totally misses the mark of the first one. I’ve always believed that the point of the MINIs on SUV campaign was to show that if you wanted to actually drive something fun, you’d be driving a MINI, and not your SUV which was made to haul stuff (some of which, was stuff that you hauled to have fun in). Now, the Countryman is relegated to a utility car, where the true fun is in the classic Mini. This almost sounds like something the Pro-Mini / Anti-MINI crowd would think up.</p>
<p>Funny taking this advertising with the other “car on the roof” ads previously I guess MINIUSA is just saying that maybe to have the most fun this weekend you should go buy a Classic Mini.</p>
<p>I can also say that at 6′ even I have done a 1k trip in the backseat of a 1968 Cooper before and enjoyed it (as much as any trip as a passenger). But then again maybe the R60 has the increasingly plump American kids in mind.</p>
<p>The campaign might spark some to think: “If more than 4 people are going on the trip, you’re gonna need 2 cars.”</p>
<p>Otherwise, it’s kind of funny. But I thought the MINI on the SUV had a more humorous look. The 2 MINIs together look a little like an English double decker bus…which brings up the passenger-packing issue.</p>
<p>The Countryman is nice–I like the 4-wheel drive aspect. But it’s a little more than I need. I’d LOVE 4-wheel drive in a standard MINI hatchback, though. (especially after this winter!)</p>
<p>as a Clubman owner and having spent some time trying on the Countryman for size I can tell you that the difference between them passenger space wise is negligible.</p>
<p>and having 4 doors, the Countryman loses the long front doors which makes getting in and out for a taller driver/passenger actually more difficult.</p>
<blockquote>
<p>Looking forward to the first review of the MF Countryman.</p>
</blockquote>
<p>We actually reviewed the Countryman a handful of times in various configurations. Just look on the right side of the page under reviewed.</p>
<p>Chicken fight!</p>
<blockquote>Looking forward to the first review of the MF Countryman.
–
We actually reviewed the Countryman a handful of times in various configurations. Just look on the right side of the page under reviewed.</blockquote>
<p>Actually, I was referring to reviews/reports about the forthcoming “MotoringFile Countryman”. Â The long-term loan from BMW/MINI you mentioned in WRR 365.</p>
<p>I’m assuming that living with one for a year-plus will provide you with a much different experience with the Countryman than the experience you had driving a (pre-production?) Countryman for a few days.</p>
<p>I trust configuring it with the sport suspension option will be requisite. Â Or, better, JCW suspension upgrade, if available by the time you configure it. Â (BTW, will you be free to add factory performance upgrades as they’re made available?)</p>
<p>So, does this return to MINI mean that you won’t have any reason to get back into a current model year MINI hardtop?  Guessing, if anything, the MINI Coupé would be next?</p>
<p>Enjoy.</p>
<p>I think the slogan should be , “track days with four drivers in one classic just got easier”.</p>
<p>or</p>
<p>“Forget the tow package, roof racks work better, just need a fork lift”</p>
<p>Gabe, you should have made a game with this caption. Then send to BSSP.</p>
<p>I never said it wasn’t possible to use a rear facing child seat. It is considerably easier with a Clubman or Countryman for the rear seat.</p>
<p>I have been watching the trend of people who bash the countryman because it is different than the hatch. How many people bash the MINI due to the size of the Hatch? Having just worked the MINI display at the Philly car show, it is interesting to watch the surprise of very rotund or tall people who squeeze into all types of MINI.</p>
<p>Please realize, this is not meant to take the place of the traditional MINI. This is an addition and expansion of the market. Although it will steal customers from the SUV market, it is NOT an SUV. If you compare it to a CRV and RAV4, you may as well compare it to an Explorer and Wrangler. We may as well compare the hatch to a Taurus or Accord. They are 4 passenger cars that are FWD.</p>
<p>Common sense must prevail at some point. Pull the wool over your own eyes so that nobody else can.</p>
<p>I have driven the countryman considerably. I have put several hundred miles on them near Phila, PA and had attended the launch training in Austin, TX. Again, having to restate, IT IS NOT INTENDED TO REPLACE OR COMPARE TO THE HATCHBACK. The Countryman is fun to drive. Yes, they have body roll at high speeds around sharp turns. But this is when compared to a MINI. When compared to most sedans, it is significantly tighter.</p>
<p>Owning a JEEP, I am impressed with the ALL4 during our recent snow storms. We have an un-plowed storage lot. The ALL4 handles the snow incredibly well. The ALL4 system is reliable and smooth. There is no “clunk” when it switches. I do recommend the 17″ wheels due to the availability of all season tires!</p>
<p>It is a fun addition to the family, not replacement thereof.</p>
<p>When people are shopping for small crossovers the Outback,CR-V, and Rav$ are likely to be compared. A few inches of size will not likely do a lot for making itself different. I am also betting when it comes to most shoppers they are looking for utility which a few extra inches help with. I still think the R60 will sell well but more than a few will go with more utility.</p>
<p>Ya’ll just think too much. Way too deep. Just enjoy it, if you will. Let’s not forget the FUN FACTOR! LET’S MOTOR!!!</p>
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