The rumor we reported yesterday is now official. With a twist. MINI has confirmed it’s not only pulling out of the Detroit Auto Show but also the Geneva Motor Show this March.
Officially MINI is telling us that this decision is based on the brand’s new direction which is intended to focus on select auto shows and events outside the automotive world. While this change will impact coverage by the automotive press, MINI clearly that’s not the only way to influence potential buyers.
What “increased engagement with events that increase MINI’s access to other relevant target groups” means in terms of events and marketing remains to be seen. Hopefuly we’ll get more clarification at the Clubman launch next week. Until read on for the full official statement.
Official statement: The BMW Group confirms it has decided MINI will not be represented at the shows in Detroit and Geneva. This decision reflects MINI’s new product and brand strategy, which was presented to the public on June 24, 2015. Part of the new brand strategy is focusing on selected auto shows and an increased engagement with events that increase MINI’s access to other relevant target groups.