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Section: Marketing

MINI Re-Brands & Re-Aligns its Strategy with an Eye On Car-Sharing

MotoringFile Sections: Design, F54 Clubman, Marketing, Official News Jun 24th, 2015 6 Comments

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A few weeks ago we tipped you off to the upcoming subtle rebranding of the MINI identity. As it turns out that was just the tip of the iceberg. Today MINI is announcing that is realigning the MINI brand’s product and brand strategy. At the world premiere of the new MINI Clubman in Berlin, Peter Schwarzenbauer, member of the Board of Management of BMW AG, responsible for MINI, Rolls-Royce, BMW Motorrad and After Sales, explained how he plans to develop the brand: “Since its creation in 1959, the MINI brand has always stood for ideas, inspiration and passion. That will not change. The new MINI Clubman is the symbol of our refined brand philosophy: We will concentrate in future on five core models with strong characters. We will open ourselves up to new ideas and new business areas. We will develop the brand’s visual identity. We are expanding our offering into the premium compact class, which will attract new customers and avid MINI fans. I firmly believe that this comprehensive realignment will enable us to continue the MINI brand’s unique success story.” continued →

2016 MINI Clubman Teased, Sort Of (Video)

MotoringFile Sections: Design, F54 Clubman, In the Press, Marketing, Official News, Video Jun 17th, 2015 11 Comments

The 2016 Clubman is only a few weeks away from making its public debut, but MINI’s PR effort is already in full force. To support the launch of the F54 and unveil the creative process behind the new car, MINI is running a series of video shorts called The Cultural. The first one showcases director Andre Saraiva and tattoo artist Scott Campbell. Make sure to watch the clip until the end to see a new interpretation of the legendary MINI logo. continued →

Exclusive: Details From MINI USA’s Annual Sales Meeting

MotoringFile Sections: F54 Clubman, F57 Convertible, Marketing, NYIAS, Sales Mar 27th, 2015 35 Comments

P90158767-Mini-meeting-2014Every year, MINI USA organizes an Annual Sales Meeting between their executives and owners and managers of MINI dealerships across the U.S. This comes as an addition to the frequent visits that MINI USA Regional Sales Managers pay to dealers in their respective geographic areas. The purpose of this year’s meeting was to review 2014 and discuss what’s coming in 2015. While we already detailed parts of MINI USA’s tactics for this year, we managed to gather additional tidbits from our sources. continued →

MINI On The Mack Is Back

MotoringFile Sections: Marketing, MINI On The Mack, Official News Mar 25th, 2015 2 Comments

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Back in 2013, the U.S. attempted to beat the record for the largest parade of MINIs in one location. That event was held at the majestic Mackinac Bridge (a.k.a. “Big Mac” or “Mighty Mac”). This summer, MINI USA and MINI of Grand Rapids are joining forces to break the Guinness World Record and take the crown from our European counterparts. White Roof Radio and MotoringFile will take part in the event and we suggest you do too. In the meantime, tell anyone with a driver’s license to attend this unprecedented gathering. continued →


MINI USA Marketing and Pixels

MotoringFile Sections: F56 Two-Door Hardtop, Marketing, Official News, Opinion Mar 23rd, 2015 35 Comments

mini-pacman-ghostsBack in December, we wrote a review of MINI’s activity in the U.S. for 2014. One of the sections of this post, “Don Draper and a VP of Devil’s Advocacy,” reflected on MINI USA’s marketing efforts for the past year. The key takeaway on this topic was that MINI USA needed to name a VP of Devil’s Advocacy to think with the assumption that everyone else is wrong when projects like the Final Test Test Drive and the Motoring Tag are put on the table. Based on Adam Sandler’s latest movie trailer, Pixels, it appears that MINI USA has yet to find this VP. Or worse, they haven’t even started looking for one. continued →

The MINI Motoring Challenge

MotoringFile Sections: Events, F56 Two-Door Hardtop, Marketing, Video Nov 8th, 2014 No Comments

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Coinciding with the release of the F56, 2014 has been in a busy year for MINI USA in terms of live events. The last in the series, after the Final Test Test Drive and MINI Takes The States, is the Motoring Challenge. But what is it exactly? Read on to find out. continued →


MINI Commercial: Chain Reaction

MotoringFile Sections: F56 Two-Door Hardtop, Marketing, Video Mar 26th, 2014 6 Comments

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With MINI’s international roll-out comes more video. Check out this latest F56 commercial. continued →

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MINI Model Cheat Sheet

1st Gen MINI
R50: One & MC Hatch
R52: All 1st Gen MINI Convt.
R53: MCS Hatch
2nd Gen MINI
R55: Clubman
R56: Hatch
R57: Convertible
R58: Coupe
R59: Roadster
R60: MINI Crossover
R61: MINI Crossover Coupe
3rd Gen MINI
F54: Clubman
F55: Five Door Hatch
F56: Hatch
F57: Convertible
F60: MINI Crossover
F58: Traveller

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