Tag Archives : MINI Roadster


MINI wins two 2015 Total Quality Awards

MINI JCW Roadster

Strategic Vision released its 2015 Total Quality Awards Winners List and a couple of MINIs made the list.

The list is based on their Total Quality Index, a “measure of the total ownership experience” which includes the following:Strategic Vision Total Quality Award

  • Satisfaction with the complete ownership experience
  • Perception of quality
  • Owner reported delight
  • Future purchase intent
  • Emotional attachment to vehicle

As you can see, the criteria is very subjective.

The discontinued MINI Cooper Roadster won the Standard Convertible segment beating out the Volkswagen Beetle Convertible.  The Roadster scored a 935 out of 1,000, the highest score of any car in any segment.

The MINI Cooper Countryman tied for first place with the Dodge Challenger in the Specialty Coupe segment although it had a slightly lower score (893 versus 895 for the Dodge).  In Second place was the MINI Cooper Hardtop 2 Door (892).


Roundel magazine reviews the MINI Roadster

Roundel May 2012It’s not often that Roundel, a BMW magazine, puts anything other than a BMW car on its cover, but it did just that for its May 2012 issue.  The cover car is a MINI Cooper S Roadster which is reviewed inside.

But you can’t judge a review by the cover.  With the Roadster’s accomplishment, you might think Roundel takes the new MINI Roadster seriously.  Instead, the condescending author imagines the “Nancy Drew car” as suitable for a sixteen-year-old girl named Buffy.  Some quotes from just the first page (page 40) of the article:

“It’s just so gosh-darned cuuuuuute!”

“The Coupé is an attitude car, the ride-of-choice for the young rebel without a clue; the Roadster is simply the adorable kitten from the shelter: Won’t you take me home, little girl?”

“Here’s how goofy this thing is: I am smiling and waving at passers-by.”

So it seems the author, a BMW guy, is reluctant to admit he loves the MINI. He’s shown on the cover with a huge grin and even feels the need to explain that in his column on page 7.

All the condescension might be to hide the schizophrenic author’s true love for the MINI, since he simultaneously ridicules and praises the Roadster:

So what’s in store for you in this kiddie car, Mister Adult With Responsibilities And Good Sense? Well, first of all, it’s an excellent way to banish that image. As a roadster-with-a-lowercase-r fanatic myself, I must note the verities of the breed. Your neighbors will shake their heads as you drift out of the driveway on your way to work, tsk-tsking your apparent descent into a long-delayed adolescence while they inwardly seethe with envy. […] The Mini Roadster is simply so much fun that you might justify buying one even if you have no children, just in case.

One positive comment on the article is that it does give several great tables of specifications and data on all the versions of the MINI Roadster, both manual and automatic.

We can’t help thinking this article says more about the author and the typical BMW owner than it does about the character of the car itself.  However much they might want to like the Roadster, the perception of their image by others comes first.  Most MINI enthusiasts don’t suffer from this issue but will simply embrace the quirks and enjoy the sheer driving fun that Roadster and all MINIs provide.

To read this issue, go to the Roundel reader page, click the Issues tab on the left side, and choose the May 2012 cover.  Note: the website uses Flash and will not work on Apple devices.


three-part MINI Coupe and MINI Roadster print ad

SPIN SPEED METAL. print ad SPIN HAIR METAL. print ad

SPEED METAL. / HAIR METAL. / GARAGE BAND.

The MINI John Cooper Works Coupe and new MINI John Cooper Works Roadster. Separated at birth by a convertible top. Both with two seats and rock star appeal. Both with a six-speed, 208 horsepower, turbocharged engine. Both with a rear spoiler that automatically lifts at 50 MPH for better downforce, so you’ll never be late to another gig. THE MINI COUPE AND THE NEW MINI ROADSTER. HOLD ON.

The current issue of SPIN magazine contains a three-part print ad for the MINI Coupe and MINI Roadster.  Page 45 shows a MINI JCW Coupe with only the heading “SPEED METAL.” followed by page 47 with a MINI JCW Roadster with the heading “HAIR METAL.”.  The third part comes on page 75 with both MINIs and the title “GARAGE BAND.” below.

SPIN  is now a large-format magazine on thicker, non-glossy paper, so the ads are almost like mini posters measuring 9.5″ wide by 12″ tall.

These ads can be found in the May/June 2012 issue of SPIN.

SPIN GARAGE BAND. print ad


second MINI Coupe and MINI Roadster flip print ad

AERODYNAMIC DUO. print ad

AERODYNAMIC DUO.

Last month we featured a MINI Coupe and MINI Roadster flip print ad.  Today we have a second flip ad as part of a double ad found on pages 11 and 12 of the May 2012 issue of Esquire.  Shown above is the front-side tri-fold ad.

On the back of this ad is the second MINI Coupe and MINI Roadster flip print ad, as shown below.

HIGH PROFILE. LOW PROFILE. print ad
HIGH PROFILE. / LOW PROFILE.

The MINI Cooper S Coupe and new MINI Cooper S Roadster. Separated at birth by a convertible top. Both with two seats and seductive looks. Both with a six-speed, 181 horsepower, turbo-charged engine. Both with a rear spoiler that automatically lifts at 50 MPH for better downforce. One with a hard top, the other one soft. THE MINI COUPE AND NEW MINI ROADSTER. HOLD ON.

The Spring MINI Coupe and MINI Roadster print ad campaign isn’t over yet. We’ll have a set soon that you’ll want to pick up, even if you don’t collect MINI print ads.

 


MINI Roadster augmented reality print ad

LIVE AND EXOTIC augmented reality print at LIVE AND EXOTIC Zappar screenshot

LIVE AND EXOTIC

Want to take a peek behind the curtain? Download the free Zappar app from your app store. Select the MINI tile at the top of your screen and tap “download.” Then hold your phone over the curtain. And enjoy the show.

To finish our series of MINI Roadster prints ads, we saved the best for last.  Following on from the MINI Roadster “Peep Show” video, we have a similar print ad that features augmented reality video.  Using your mobile smartphone with the Zappar app installed, view the print ad and watch it come to life.

The print ad can be found on page 111 of the May 2012 issue of Wired. (There is the THINK RACY THOUGHTS. print ad on the other side.)

If you don’t want to look for the Wired issue, download and print the PDF (full-page (7.5 MB) or reduced-size (415 kB)).

 


MINI Roadster print ad collection

THINK RACY THOUGHTS. print ad (version 2)
THINK RACY THOUGHTS

The new two-seater MINI John Cooper Works Roadster can’t help but turn heads. With a turbocharged, direct-injected 208 horsepower engine and a six-speed transmission, it’s open-air motoring unlike anything else. Hit 50 MPH and the rear spoiler automatically lifts for better downforce, so you can leave onlookers behind.

THE NEW MINI ROADSTER. HOLD ON.

We previously featured this MINI JCW Roadster print ad, but here we have a slightly reworded version.  So you completists collecting MINI ads will want to pick up this one, as well.

This print ad can be found on page 112 of the May 2012 issue of Wired.

Although there is one more MINI Roadster print ad that is interactive, here is the existing collection of MINI Roadster ads that we have seen so far.  We have one for the Cooper, Cooper S, and John Cooper Works Roadster.

TOP DOWN THRILLS. print ad TOPLESS THRILLS. print ad THINK RACY THOUGHTS. print ad (version 1)

MINI Cooper S Roadster print ad

TOP DOWN THRILLS. print ad
TOP DOWN THRILLS.

The two-seater MINI Cooper S Roadster can’t help but turn heads. With a turbocharged and direct-injected 181-horsepower engine and 35 MPG, it’s open-air motoring unlike anything else. Hit 50 MPH and the rear spoiler automatically lifts for better downforce, so you can leave all those onlookers behind. THE NEW MINI ROADSTER. HOLD ON.

This print ad featuring a British Racing Green MINI Cooper S Roadster can be found in the current edition of The MINI International, vol. 37, #1/2012.


first MINI Coupe and MINI Roadster accessories brochure

KEEP IT MINI. MINI Coupe and Roadster accessories brochure KEEP IT WILD. MINI Coupe and Roadster JCW tuning brochure

KEEP IT MINI. / KEEP IT WILD.

The first MINI Accessories catalog has been released for the MINI Coupe and MINI Roadster.  The 16 page flip brochure is filled with 11 pages of MINI accessories and 5 pages of John Cooper Works Tuning accessories.  Some accessories specifically for the MINI Coupe and MINI Roadster are the sports-style car cover, fitted luggage compartment mat, seat belt holder, and the fixed John Cooper Works rear spoiler.  The JCW rear spoiler is listed at $976.00.

The MINI USA catalog number is MMA-R58R59.


video: MINI Roadster: Topless Thrills

MINI Roadster: Topless Thrills video

Following up on the MINI Roadster Topless Thrills print ad, MINI USA released this teasing video.  This video is safe for work.

 

Here’s more on the MINI Roadster campaign by BSSP:

To launch MINI’s newest topless model, the two-seater Roadster, we created the “Peep Show” campaign. Creative support includes video, digital board spectaculars in Vegas, Times Square and Chicago, touchscreen interactive bus shelters in SF, OOH wallscapes in Dallas, Miami and DC, print (Maxim, Playboy and SPIN, etc.), digital takeovers and an augmented reality piece for Wired.

But wait, there’s more. Today we launched the “Peep Show” stunt at the corner of Hollywood and Sycamore. We outfitted a storefront to mimic a real peep show, with flashing arrows, red lights and all. Once you interact with the buttons on the outside, windows open to reveal the new MINI Roadster, rotating on a platform with the biggest disco ball you’ve ever seen hanging above it. Our apologies if you were expecting something else.


MINI Coupe and MINI Roadster flip print ad

TOP SPEED. TOP DOWN. print ad
TOP SPEED. / TOP DOWN.

The MINI Cooper S Coupe and new MINI Cooper S Roadster. Separated at birth by a convertible top. Both with two seats and seductive looks. Both with a six-speed, 181 horsepower, turbo-charged engine. Both with a rear spoiler that automatically lifts at 50 MPH for better downforce. One with a hard top, the other one soft. THE MINI COUPE AND NEW MINI ROADSTER. HOLD ON.

MINI USA has produced MINI Coupe print ads and more recently MINI Roadster ads.  Here we have a combined flip ad featuring the MINI Cooper S Coupe and an upside-down MINI Cooper S Roadster, both in Lightning Blue.

This print ad can be found on page 4 of the May 2012 issue of Car and Driver.