With the official debut of the next generation MINI Cooper hardtop hatch, the F56, just weeks away, MINI has started the launch party off in earnest with a contest for MINI fans to see the car debut in person at one of three venues. In either London, Los Angeles or Shanghai, lucky MINI fans will get a chance to see the new car in person before the rest of the world as well as participate in celebration events in each venue city.
MINI’s launch campaign around the F56 appears to be running under the banner of “The New Original.” As more and more marketing weight gets put behind the launch of this newest generation car, it may well be a preview in the kind of investment BMW is willing to make in MINI going forward. As we’ve discussed at length here on MotoringFile, the F56 (love it or hate it) represents an unprecedented level of investment on the part of BMW. In short, BMW is betting big on MINI’s future. A new platform, a new family of engines, even more BMW-bred technology, BMW is doubling down on those things which, while the enthusiast community might have different opinions, have been key to MINI’s continued sales success. With larger economies of scale and more rigorous engineering investment, this new 100% BMW-developed MINI may finally bring healthy profit margins along with those consistent sales numbers.
And now you might be able to be part of the launch. Head on over to the contest page and enter. If any MF readers end up making the trip, we’ll definitely want to hear from you.
<p>So no MINI teasers, huh? Mercedes just published official interior shots of the new C-class which won’t be officially unveiled until Detroit next year. The 2-series Coupe will be shown October 25th and we don’t even now when it’s coming to the States yet. Come on, let’s see a little skin. And I don’t mean more of these accidental photo shoots.</p>
<p>I guess I’m the wrong demographic. “Winning” this would so screw with my schedule (work, kids, you know… Life) that I wouldn’t go.</p>
<p>Between this as a promo, and the crappy marketing of the Paceman, I really wonder what’s up in the marketing department!</p>
<p>I am sure your better half would understand about the sudden “business trip” to London :)</p>
<p>I’m only one hour from London, so I’d want LA or Shanghai. Knowing my luck I’d win London!</p>
<p>Is the R56 available to order from the factory until the F56 comes to the US next year?</p>
<p>I believe the ordering window is closed at this point. Dealer allocations are scheduled for build, so unless your local dealer has allocation slots not yet built, you might be stuck with whatever is on the lots until the F56 arrives.</p>
<p>Thanks Nathaniel. It’s such a tough choice, I love the R56 but I’m also very interested in the F56.</p>
<p>Have you heard anything about when the F56 configurator will be active?</p>
<p>Going from past history, the configurator at MINI USA goes live after the official launch date. You may see some of the EU configurators online earlier. We usually have access to the Ordering Guide .pdf which will have all of the ordering options/packages/pricing several weeks (or more) before launch. Not sure if history will repeat, but this may give you an idea of what to expect in early 2014.</p>
<p>Interestingly the UK configurator has been redesigned. It’s still showing the R56 hatch though. This feels superfluous as it is my understanding (and I may be wrong) that despite some dealers still having build slots, specifications have to be finalised in advance, i.e. they cannot be changed at the last minute.</p>