MINI’s Clubman Rollout Showcases Both the Car and the Re-Invented Brand

Last week we attended the first of a series of events that MINIUSA is rolling out to not just introduce the new Clubman but reintroduce the brand. Among the two Clubman on display was a collection of small Chicago businesses that demonstrated the type of craftsmanship often hard to find in our modern world. There were leather boots being made, cards being letter-pressed, coffee pour-overs being offered, craft beers being poured and cocktails being perfected. In the middle of it all was a Chicago record player start-up spinning vintage discs next to a massive array of artisanal meat and cheeses. You get the idea. Lots of well dressed hipsters and well considered items that you don’t need but kinda want.
MINI is tying its brand to handmade goods and artisanal craftsmanship for good reasons. It’s a movement that appeals to urban influencers and the the educated masses alike – exactly the demo MINI appeals to. In short MINI is rethinking its brand language to speak the same dialect as its would be customers.
With that lens in place, I’d consider the event was a massive success. We were there as part of the press preview – before most of the public showed up. However in speaking with some folks afterwards, the prevailing attitude was “wow.” Of the three people we spoke with after the event, all three had no intention of buying a MINI going in. Yet all of them were seriously interested in the Clubman by the time they left.
The Clubman itself was the star of the show of course. And MINI treated guests to a walk-around of the car worthy of a press launch. MINI USA’s Product Manager Pat Mckenna and a former designer (now with the MINI USA product team) were on hand to discuss MINI history and the Clubman itself.
Things have also gotten slightly larger. Anyone who found the previous Clubman a little small will love the F54. In our minds MINI has right-sized the car to find a wider market and (ultimately) a much more sustainable business plan. Thankfully they didn’t lose the details that made the first generation so charming. We’ll have to withhold final judgement until we drive the car in early December. Until then the 2016 Clubman continues to look like a winner.
13 Comments
<p>Nice article. The more I read about it, the more desperate I get to meet it.
There is a typo on the last paragraph. Is F54, written is F55.</p>
<p>I was at one of the unveilings here in Chicago and had the pleasure of being in the room where Mr. Patrick Mckenna and Anders were both on hand to introduce the car. Both gentlemen were very accessable and when I pressed both men for a JCW, they both smiled and said not as of yet.</p>
<p>I had the pleasure of being invited to the Bridgeport event in Chicago and had not only got a chance to get up close to see and touch the Clubman, but got to listen to Anders and Patrick McKenna introduce the car. Both gentlemen were very accommodating with questions, but when I asked about a JCW variant, they both kind of shrugged with a wry smile and said not at this time. But Mr. Mckenna said there will be a JCW upgrade kit for the 4 door F55. But that is all I could get out of him.</p>
<p>That’s the kit we reported about earlier this year. It’ll be a special edition of sorts with port installed options.</p>
<p>The F55 tuning kit has been available for a while as a dealer installed item.</p>
<p>Gabe is referring to a forthcoming limited edition package for the US market, which will include the tuning kit installed at the VDC.</p>
<p>I still predict an F55 and F54 factory JCW at some point in the life cycle. MINI has delivered a factory JCW on every model since they purchased the JCW brand from Michael Cooper back in 2006. Time will tell.</p>
<p>I think this will answer your question. F54 JCW Clubman spy shots: <a href="http://www.autoexpress.co.uk/93335/mini-clubman-jcw-spied-pictures#2" rel="nofollow ugc">http://www.autoexpress.co.uk/93335/mini-clubman-jcw-spied-pictures#2</a></p>
<p>It’s coming.</p>
<p>I don’t understand the juxtaposition between the sans-serif font of the car and the terrible new serif font they’re using for the corporate logo. feels very ’70s to me.</p>
<p>Shame the design team didn’t do more research the first time round, I’m convinced they harmed the brand and followers with the current F56 Hardtop. However, it’s fabulous to see that they’ve sorted out those pathetically ridiculous overhangs at the front and given us a shape that looks like it belongs to this century. Interior still too ‘normal’, but next time around I’ll look more closely at a Clubman – it’s 1000 times better than last years F56-S… so much better.</p>
<p>Even if the new Clubman is way better than the old one, I still love the F56 S so much better than the new Clubman
(that I saw 2 weeks ago at my dealer’s)</p>
<p>The very same event is in Brooklyn, NY tonight. Going to check it out.</p>
<p>For those of you in the NY Tri State area … <a href="http://www.miniusa.com/content/miniusa/en/why-mini/programs-and-events/reinvented-clubman/brooklyn.html?cc=2015_cmanevent_pd_soc_fb_b02#rsvp" rel="nofollow ugc">http://www.miniusa.com/content/miniusa/en/why-mini/programs-and-events/reinvented-clubman/brooklyn.html?cc=2015_cmanevent_pd_soc_fb_b02#rsvp</a></p>
<p>The big round center display makes no sense without an analog speedometer. It looks like a nautical porthole now. I know it’s not a new trend for MINI, however I was hoping they would either offer the speedo as an option, or reconfigure the screen shape. Looks kind of dumb now.</p>