Official: MINI Pulls Out of Detroit and Geneva Motorshows
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.
<p>Seems like a big deal for the press but not such a big deal for the public. If they don’t have something new to show why go. Or, if the Internet can provide the same impact at a fraction of the cost of the show circuit why go. They would still have to do a hands on press events…..seems like a non story for those of us who can’t get a press credential.</p>
<p>Motor Shows aren’t just for the press. They’re still a huge opportunity for people to see cars all in one go. I’m going to Geneva this year on the eye out for what will be my next car… it’s disappointing that MINI won’t be there; they’ll have to try a lot harder as a result. My previous visits to my MINI dealer haven’t been great experiences…</p>
<p>And the internet <em>definitely</em> doesn’t provide the same impact of a motor show visit.</p>
<p>I went to the SF launch of the new Clubman a few weeks ago… it was an “RSVP” event promoted by MiniSF, far more intimate than a large convention hall full of competitor’s cars and the din of hundreds of people talking and slamming doors. It was brilliant! Cocktails, food, a live band and a very up-close look at the car with a presentation and question and answer with one of the designers of the car… my kind of event! I made me want to buy one (but I’m waiting for the diesel or the hybrid!)</p>
<p>I was invited to that event too. Choose not to attend. The SF MINI staff is very nice (purchased my F56 there this year) but the location of the Dealer is a pain with lots of traffic (cars, peds, bikes, etc) especially at that time of day/night. I like where the Dealer was located a few years ago better.</p>
<p>Plus I’m not a fan of live bands/loud music.</p>
<p>I still enjoy going to the Car show. Went to the SF Int’l car show last weekend. Yes, lots of people milling around cars and camping in them (didn’t see any slamming of doors, lol). I go early when the show opens. Clubman looks nicer in person vs in video and pics. I have no need or want for a 6 door (4 passenger door) vehicle and if I did, I doubt I’d buy the Clubman. If I did have a need, more likely it would be the Countryman or a different brand.</p>
<p>Word from MINI Canada is that they will be using thier auto show budget to put on events like the “Drive it like John” event where Cooper S owners are invited to try the new JCW on a track, “Snowkyo Drift” where you get to drive an ALL4 on a track made of snow with professional instructors, and head to head comparisons where potential customers get to drive the Cooper, Clubman, and Countryman against thier commercial rivals on an auto cross course. The focus is on selling those intangible qualities such as fun factor that you can’t really get on a normal test drive. They had really good results from the Cooper vs 500 event because it illustrated to consumers that the Cooper may be pricier, but that is because you get $4000 more car.</p>
<p>$4000 more car. Funniest thing I read so far this month…</p>
<p>It is still not clear to me…. Will MINI be pulling out of the NAIAS IN April 2016 as well as DETROIT and GENEVA ? What shows will they be at ?</p>
<p>Nothing yet on the NY show.</p>
<p>In the latest round of Euro NCAP crash test results, of the 15 cars tested, only four cars failed to achieve the coveted top score of five stars, one of which was the F54 MINI Clubman! The good news is that the latest BMW X1 scored five stars, which bodes well for the new F60 Countryman, both of which are essentially the same car under the skin.</p>