Monthly Archives: June 2015


new MINI brand product and brand strategy

new MINI logo

MINI reinvents itself

Munich/Berlin. The BMW Group unveiled the MINI brand’s new product and brand strategy at the MINI Clubman world premiere yesterday in Berlin. Design, authenticity and long-term value define the new brand image, which will initially be seen in a newly-designed logo, new font and new visuals. The brand will also explore new approaches to communications in the launch campaign for the new MINI Clubman.

Sebastian Mackensen, head of MINI, emphasised: “Since its creation in 1959, the MINI brand has always stood for ideas, inspiration and passion. We want to continue the MINI success story and have refined our brand strategy and refreshed the brand’s visual identity – starting with the campaign for the new MINI Clubman. We aim to make more people avid MINI fans – with a new brand identity and new offerings in the future.”

Brand strategy

The global relaunch will take MINI into a new era and, at the same time, build on the brand’s tradition of reinventing itself to shape the spirit of the times. The relaunch unveiled yesterday represents the most significant leap in brand identity since 2001, with a new corporate design effective immediately. The central idea is the combination of clear, emotionally-appealing design with a focus on the essential. The motivation of Sir Alec Issigonis, the creator of the MINI, was to build a small, economical city car that took up as little space and used as little petrol as possible. His clever solutions for optimising space gave the original Mini its unmistakeable design; his friend, John Cooper, recognised MINI’s race car potential. The collaboration between the two created a unique dynamic between the brand’s focus on the essential and highly-emotional driving fun, and is also to thank for its iconic MINI design.

The new brand philosophy eliminates all that is not essential to make room for what matters most. It focuses attention on core messages and authentic communications. The new logo, new typography and new tonality are based on the principles of clarity and authenticity – and reinterpret the brand’s DNA to allow it to shape the spirit of the times in the future.

MINI logo and font

A “flat design” 2D logo has been developed from the existing 3D logo for high recognition value: The logo stands for itself, with no imitation of material or shape. This minimalistic approach stands out visually and can be used in all sizes and formats.

The new MINI Serif font also reinforces the new brand image. It was developed from a typeface manually-set by Swiss designers used in publishing and given a modern cut. MINI Serif reflects the brand’s strong design orientation, underscores its quality and benefits from the contrast between tradition and modernity. The new MINI font is geared towards the user, easy to read and gives content the room it needs.

New CI and visuals

The entire CI serves as a platform for showcasing content – allowing products to speak for themselves. The visual identity reinforces the concentration on five strong core models as previously announced. Separate visuals and wording were developed for each of these models to highlight the individual character of each – but with their family membership still recognisable. The first of these worlds will be visible in the campaign for the new MINI Clubman.

the new MINI Clubman

Campaign for the new MINI Clubman

The launch campaign for the new MINI Clubman got underway worldwide on 24 June 2015 within the framework of the new brand strategy.

The new MINI Clubman is urbane, with iconic design, high-quality materials – especially in the interior – and a focus on the most important functions for the customer. The campaign’s visual language is also defined by simple elegance and high-end, authentic materials. As the first campaign under the new philosophy, the approach is minimalist: presenting a confident design statement that works without headlines and lets the car speak for itself.

The MINI Clubman is shown in interesting minimalist urban settings, with contrasting details. The backgrounds are genuine and varied, with unexpected elements. The contrast between old and new creates the desired tension.

The high-quality design of the MINI Clubman and its “grown-up” image provide the message of the campaign, underlined in the launch film by the claim “go with your gut”: The main reason for buying the Clubman is not a rational argument, after all, but one’s own intuition. The campaign will explore new directions in its efforts to inspire customers and engage them in dialogue, concentrating on a few selected communication channels of particular relevance to the target group.

Online film series “The Cultural”

Online pre-communications got underway worldwide on 15 June 2015 with the online film series “The Cultural”.

Each film in the series gives creative non-conformists the chance to talk about what moves them and drives them. Clear, minimalistic images tell a short story from the worlds of music, design, architecture and art.

All short films convey the idea that instinct plays the main part in major decisions. The films are tagged #GoWithYourGut.

 

Agency CI: KKLD Berlin

Campaign agency: Crispin, Porter + Bogusky, London

“The Cultural” directors: Andre Saraiva, Emily Kai Bock, Aaron Rose, Matt Black

“The Cultural” production company: Iconoclast

Photographer: Kai Uwe Grundlach

the new MINI Clubman


New MINI Clubman Press Kit

The New MINI Clubman

The new MINI Clubman.
Profile.

• Continuation of the generation change in the MINI model family; new MINI Clubman as an innovative vehicle concept for the premium compact segment; unique combination of functionality, everyday practicality and long-distance suitability offering driving fun, premium charisma and individuality in MINI style.

• New interpretation of the tradition-steeped shooting brake concept adapted to the demands of the compact class for the first time; powerful front section with inlets for Air Curtain at the front wheel arches; dynamically stretched silhouette with four side doors and a shoulder contour that emphasises the car’s width; long roof line and fin antenna with red alarm system status light; steep rear with characteristic split doors, Clubman model inscription and integrated, horizontal lights; new paint finishes Melting Silver metallic and Pure Burgundy metallic; roof and exterior mirror caps in white, black or silver contrast finish.

• MINI Clubman with clearly matured character as compared to its predecessor in terms of versatility, space and product substance; exterior and interior dimensions significantly more generous, also in comparison to the new MINI 5 door: length + 27 centimetres, width + 9 centimetres, wheelbase + 10 centimetres; five fully-fledged seats; luggage compartment volume: 360 litres; rear backrest with 40 : 20 : 40 folding split; maximum storage volume: 1 250 litres.

• Entirely newly designed interior; broad instrument panel with cockpit facia frame in upper section; instrument cluster on the steering column; harmoniously integrated circular central instrument with LED lighting ring and display for vehicle, infotainment, phone and navigation functions; air conditioning control unit and toggle switch below the central instrument; centre console with electric parking brake, storage compartments, two cup holders, MINI Controller and armrest; high-end decorative strips for centre console and door trim panels.

• Market launch of the new MINI Clubman with three engine variants (combined fuel consumption: 6.2 – 4.1 l/100 km; CO2 emissions combined: 144 – 109 g/km); petrol and diesel engines of the new generation with MINI TwinPower Turbo Technology; premiere for 4-cylinder diesel engine (110 kW/150 hp) in the MINI Cooper D Clubman; MINI Cooper Clubman with 100 kW/136 hp 3-cylinder engine, MINI Cooper S Clubman with 141 kW/192 hp 4-cylinder petrol engine.

• Power transmission to the front wheels as standard via 6-speed transmission; 8-speed Steptronic transmission optionally available for the first time in a MINI (MINI Cooper S Clubman and MINI Cooper D Clubman), also 8-speed Steptronic sport transmission (MINI Cooper S Clubman); 6-speed Steptronic transmission as an optional extra for the MINI Cooper Clubman; extensive MINIMALISM technology including auto start/stop function and optional GREEN mode.

• Highest level of ride comfort and brand-based go-kart feeling ever seen in a MINI due to high-quality suspension technology that is unique within the competitive field; single-joint strut front axle with completely newly developed components; multilink rear axle optimised on a model-specific basis; maximum agility due to particularly large track width, weight-optimised construction and high level of stiffness; electromechanical power steering with Servotronic function as standard.

• Dynamic Stability Control (DSC) as standard including Dynamic Traction Control (DTC) and Electronic Differential Lock Control (EDLC), also with Performance Control in the MINI Cooper S Clubman; model-specific spring and damper set-up; sports suspension and Dynamic Damper Control optionally available; standard trim with light alloy wheels in 16-inch or 17-inch (MINI Cooper S Clubman) format; light alloy wheels optionally available up to 19 inches.

• MINI Driving Modes optionally available for individual car set-up; rotary switch at the base of the gear or selector lever to activate MID, SPORT and GREEN modes; capacity to influence characteristic curves of the acceleration and steering, the shift dynamics of the Steptronic transmission and Dynamic Damper Control; GREEN mode in conjunction with Steptronic transmission including coasting with decoupled drivetrain.

• Weight-optimised and crash-optimised body structure; standard safety fittings include front and side airbags, side curtain airbags, 3-point automatic belts on all seats, at front with belt tensioners and adaptive belt force limiters, ISOFIX children’s seat attachment at rear and optionally also on the front passenger seat, tyre pressure display; excellent acoustic and vibrational comfort.

• Wide range of innovative driver assistance systems: MINI Head-Up-Display, Parking Assistant, rear view camera and Driving Assistant including camera-based active cruise control, collision and pedestrian warning with initial brake function, high beam assistant and road sign detection.

• High-end standard trim including features such as air conditioning, radio with USB interface and AUX-IN socket, Bluetooth telephone hands-free facility, rain sensor with automatic driving lights control and electric parking brake.

• Innovative optional lighting technology: LED headlamp including LED daytime driving light and LED rear lights; adaptive light distribution and LED turning light; LED fog light.

• Model-specific MINI Excitement Package with LED interior and ambient lighting as well as novel projection of the MINI logo from the exterior mirror on the driver’s side when opening and closing the car; MINI Yours Interior Styles with backlit door bezels for the first time; alarm system including red LED status light integrated in fin antenna.

• Wide-ranging options for increased comfort and functionality: electrically adjustable seats with memory function for the driver for the first time in MINI, as well as sports seats and John Cooper Works sports seats; Comfort Access exclusively for the MINI Clubman with non-contact opening of the split doors (easy opener); 2-zone automatic air conditioning; seat heating; electrically operated panorama glass roof; electrical heatable and foldable exterior mirrors; interior and exterior mirrors with automatic dip function; multifunction steering wheel; through-loading system with rear backrest in 40 : 20 : 40 split; trailer tow hitch; MINI navigation system Professional; Radio MINI Visual Boost; Harman Kardon hi-fi speaker system.

• Extensive range of options for exterior and interior individualisation:
John Cooper Works Aerodynamics Kit; Chrome Line exterior; roof rails; large selection of seat types, decorative surfaces and interior colours; exclusive John Cooper Works and MINI Yours fitting options.

• MINI Connected in-car infotainment program unique within the competitive field;  Intelligent Emergency Call and MINI TeleServices available for use with permanently installed SIM card; wide range of functions and the opportunity for ongoing expansion due to apps that allow integration in the car via smartphone; exclusive MINI functions such as Mission Control, Dynamic Music, Driving Excitement and MINIMALISM Analyser; MINI Connected XL Journey Mate with Real Time Traffic Information; online connection also allows the use of social networks such as Twitter, foursquare and Glympse, the reception of RSS news feeds and entertainment programs such as Spotify, GoPro, AUPEO!, Stitcher, Deezer, Audible, Napster/Rhapsody and TuneIn.

• Engine variants:

MINI Cooper S Clubman:

4-cylinder petrol engine with MINI TwinPower Turbo Technology (turbocharging, direct injection, fully variable valve control, variable camshaft control),
capacity: 1 998 cc, output: 141 kW/192 hp at 5 000 rpm,
max. torque: 280 Nm at 1 250 rpm (300 Nm with overboost),
acceleration (0–100 km/h): 7.2 seconds (automatic: 7.1 seconds),
top speed: 228 km/h (228 km/h),
average fuel consumption*: 6.3 – 6.2 litres (5.9 – 5.8 litres)/100 kilometres,
CO2 emissions*: 147 – 144 g/km (137 – 134 g/km),
exhaust emission standard: EU6.

MINI Cooper Clubman:

3-cylinder petrol engine with MINI TwinPower Turbo Technology (turbo charging, direct injection, fully variable valve control, variable camshaft control),
capacity: 1 499 cc, output: 100 kW/136 hp at 4 400 rpm,
max. torque: 220 Nm at 1 250 rpm (230 Nm with overboost),
acceleration (0–100 km/h): 9.1 seconds (automatic: 9.1 seconds),
top speed: 205 km/h (205 km/h),
average fuel consumption*: 5.3 – 5.1 litres (5.3 – 5.1 litres)/100 kilometres,
CO2 emissions*: 123 – 118 g/km (123 – 118 g/km),
exhaust emission standard: EU6.

MINI Cooper D Clubman:

4-cylinder diesel engine with MINI TwinPower Turbo Technology (turbocharger with variable turbine geometry, common rail direct injection),
capacity: 1 955 cc, output: 110 kW/150 hp at 4 000 rpm,
max. torque: 330 Nm at 1 750 rpm,
acceleration (0–100 km/h): 8.6 seconds (automatic: 8.5 seconds),
top speed: 212 km/h (212 km/h),
average fuel consumption*: 4.4 – 4.1 litres (4.4 – 4.1 litres)/100 kilometres,
CO2 emissions*: 115 – 109 g/km (115 – 109 g/km),
exhaust emission standard: EU6.

* EU test cycle figures, fuel consumption dependent on the selected tyre format.

• Exterior dimensions:
Length: 4 253 millimetres
Width: 1 800 millimetres
Height: 1 441 millimetres
Wheelbase: 2 670 millimetres

The new MINI Clubman

The new MINI Clubman and its predecessors

The new MINI Clubman – accessories


worldwide MINI sales for May 2015

2015mini5door1601

Global sales up 18.3% for May, up 25.9% for 2015.

From BMW Group PressClub Global:

In May, 28,831 MINIs were delivered to customers, an increase of 18.3% on the same month last year, which was affected by the core model change. Year-to-date sales increased by 25.9% with a total of 129,910 delivered to customers.

 

The new 3 door MINI saw sales grow by 16.3% in May to total 10,321 while the brand new 5 door MINI was delivered to 8,535 customers worldwide. Sales of the MINI Convertible rose by 9.0% with deliveries totalling 1,663.

May 2015 May 2014 change year-to-date 2015 year-to-date 2014 change
28,831 24,373 18.3% 129,910 103,158 25.9%

See all MINI sales worldwide by month.


MINI USA sales for May 2015

MINI USA sales for May 2015

MINI USA sales up slightly for the month and 28.3% for the year.

From BMW Group PressClub USA:

MINI Brand Sales

For May, MINI USA reports 5,833 automobiles sold, an increase of 1.8 percent from the 5,729 sold in the same month a year ago.

 

MINI Pre-Owned Vehicles
In May, sales of MINI NEXT (certified pre-owned) were 1,100 vehicles, up 40.3 percent over May 2014, with a year-to-date gain of 28.7 percent to 4,632 cars over the same period in 2014. Total MINI Pre-Owned sales were 2,591 cars, an increase of 13.5 percent from May 2014. Total MINI Pre-Owned sales for the first five months were 10,549, a 1.3 percent increase from the same period in 2014.

 

May 2015 May 2014 change year-to-date 2015 year-to-date 2014 change
5,833 5,729 1.8% 24,086 18,776 28.3%

See MINI sales in the USA by month.