Monthly Archives: March 2012

The Motorer Pledge

MOTORER PLEDGE card (front) MOTORER PLEDGE card (back)

MINI USA has a new customer-oriented campaign centered on the Motorer Pledge.  Motoring Advisors distribute these cards to potential customers.



  • Your time is valuable, and we will always respect it.
  • We will greet you promptly, but do not be alarmed if we hug you. We simply wish to welcome you into our warm, inviting and comfortable facility.
  • We will always offer you a test drive (how could you resist one?), and help you find the MINI that fits your needs.
  • We will keep you informed of vehicle delivery or service delays, though such cases are rare.
  • Your MINI’s features and functions will be explained in the time frame and manner you prefer. That is, quickly, so you can get motoring.
  • Alternate transportation will be provided whenever appropriate.
  • We endeavor to service your MINI right the first time, every time.
  • We will clearly explain service requirements and charges.
  • Not only that, but your new MINI will be delivered in showroom condition, and after each service, it will be washed and vacuumed.
  • Lastly, we promise to contact you promptly in the method you prefer after each inquiry or visit, but we don’t do carrier pigeons.


MINI: 10 years in America and Canada

10 years

Today marks ten years since MINI arrived in North America and launched in the US and Canada on March 22, 2002.  By then, MINI had already been selling Cooper and Cooper S models in the UK since the previous year.

MINI USA sold just 787 MINIs during the partial month of March 2002, but sales soon jumped and then rose steadily.  MINI launched with a single model (now called the Hardtop) but the family now has six models with more on the way.  MINI USA won many vehicle and engine awards and its two advertising firms, Crispin Porter + Bogusky and Butler, Shine, Stern & Partners, have been awarded numerous times for their creative work.

MINI USA created a community through its own MINI Owners’ Lounge, but the huge following soon sprung up through independent websites and blogs (like this one), forums, and local MINI and Mini clubs.  The company organized three major coast-to-coast rally events with MINI Takes the States 2006, 2008, and 2010 with the fourth edition taking place this Summer.

The MINI community has had its ups and downs over the past ten years.  Some people question the past choices and direction that MINI is going, but there is no denying the huge impact that this car and brand has had on the lives of its fans.  MINI USA and MINI Canada seem poised to have another successful ten years ahead.

To celebrate, MINI USA listed all 400,000+ owners’ names on Facebook.  Go there and find and tag your name.

MINI model year 2012 pocket brochure with Roadster

MINI model year 2012 pocket brochureBE PART OF THE FAMILY.

MINI USA had previously produced a MINI model year 2012 pocket brochure, but it did not include the new MINI Roadster.  Now there is a pocket-sized MINI family brochure with all six current models: Hardtop, Convertible, Clubman, Countryman, Coupe, and Roadster.  The stapled, 24 page brochure gives each model (plus JCW) its own slogan:

  • BE ORIGINAL.  (MINI Hardtop)
  • BE OPEN.  (MINI Convertible)
  • BE DIFFERENT.  (MINI Clubman)
  • BE BOLD.  (MINI Coupe)
  • BE SEEN.  (MINI Roadster)
  • BE LEGENDARY.  (MINI John Cooper Works)
  • BE VERSATILE.  (MINI Countryman)

Colors shown for models except the Countryman: Pepper White, Chili Red, Ice Blue, British Racing Green, Lightning Blue, White Silver, Eclipse Gray, Midnight Black, Highclass Gray, Laser Blue, Reef Blue, Velvet Silver, Hot Chocolate, Spice Orange, Laguna Green.

Colors shown for the Countryman: Bright Yellow, Light White, Light Coffee, Surf Blue, Pure Red, Absolute Black, Oxford Green, Royal Gray, True Blue, Crystal Silver, Cosmic Blue.

The MINI USA catalog number is MINI-2104-130M-R55, R56, R57, R58, R59, R60 MY12 for use 02/12-07/12.  36USC220506.

MINI Coupe and MINI Roadster brochure


MINI USA has released the first MINI Roadster brochure in combination with the MINI Coupe.  The glossy, square-backed brochure contains 27 pages of information including:

  • Concept
  • MINI Coupe
  • MINI Roadster
  • Interior and Exterior Features
  • Colors and Upholstery
  • Wheel Options
  • Safety
  • Technical Data
  • Dimensional Drawings
  • Accessories
  • John Cooper Works
  • Music, Communications and Technology
  • MINImalism

Colors shown: Chili Red, Pepper White, Spice Orange, Midnight Black, British Racing Green II, Eclipse Gray, Lightning Blue, White Silver.

The MINI USA catalog number is MY12 AG R58R59 20K-1011.  36USC220506

Part number: 5 11 999 525 25 (L) 2 2011 VM.

first MINI Roadster print ad


The new two-seater MINI Cooper Roadster can’t help but turn heads. Take down the top and indulge in go-kart handling and 35 MPG, for open-air motoring at its best. Hit 50 MPH and the rear spoiler automatically lifts for better downforce, so you can leave your old flings behind even faster.

Coming a little late for the MINI Roadster launch, the first print ad has been released.  Expect to see more MINI Roadster ads soon.

This print ad can be found on the back cover of the April 2012 issue of Maxim.

MTTS 2012 postcards arrive

MINI Takes the States 2012 postcard (front)

To get the word out about this summer’s MINI Takes the States 2012 cross-country rally, MINI USA has enlisted the help of MINI enthusiasts.  For those people who registered a MINI club on MINI Space’s MINI Club Finder, MINI USA recently sent an email asking for help distributing promotional “save the date” postcards to fellow enthusiasts and MINI motorers.  A package of 400 postcards (pictured) arrived today.

So if you didn’t register your club but want to help, ask the person who did if you can help pass out postcards.  Or download and print the MINI Takes the States 2012 postcard (PDF).

MINI Takes the States 2012 postcard (back)

MINI USA Configurator updated with special editions

MINI USA Configurator 2012 Highgate

Earlier this year MINI announced three special editions for 2012: MINI Baker Street, MINI Bayswater, and MINI Convertible Highgate.  MINI USA has added these packages to its online Configurator.  Also, Reef Blue, previously offered only on the MINI Clubman Hampton Edition, is now available across the range (excluding the MINI Countryman).

See the full article for details and images of the Baker Street and Bayswater special editions.


BSSP wins many ADDY awards for MINI work

BSSP MINI Coupe Launch Stunt

Butler, Shine, Stern & Partners took home several SF ADDY awards this year for their advertising work for MINI USA. BSSP won for its “MINI Rocks the Rivals” and MINI Coupe launch campaigns.

The annual awards are presented by the Greater San Francisco Ad Club.

Division Winners

  • Collateral Material: Poster (single) – MINI Rocks the Rivals Test Drive POS Poster
  • Direct Marketing – MINI Rocks the Rivals Test Drive Direct Mail
  • Out-of-Home – MINI Coupe Rocket OOH Stunt
  • Consumer or Trade Publication – MINI Coupe Launch Dwell Print Ad
  • Television – MINI Best Test Drive Cinema Film

Silvers & Golds

  • Collateral Material: Poster (single) GOLD – MINI Rocks the Rivals Test Drive POS Poster
  • Direct Marketing: Business to Business (Flat) GOLD – MINI Rocks the Rivals Test Drive Direct Mail
  • Out-of-Home: Campaign GOLD – MINI Coupe Rocket OOH Stunt
  • Consumer or Trade Pub: Full Page (4-color) GOLD – MINI Coupe Launch Dwell Print Ad
  • Television: Cinema Advertising (In-Theater Commercials or Slides) GOLD – MINI Best Test Drive Cinema Film
  • Mixed/Multiple Media: Consumer, Regional/National GOLD – MINI Rocks the Rivals Test Drive Campaign

See the entire list of 2012 SF ADDY Award Winners.

MINI United 2012 program announced

MINI United 2012

MINI has slowly been releasing details of the races, events, and bands to perform, but today released the full program.

Two MINI race series converge on MINI United 2012.  MINI RUSHOUR, the 2012 Italian racing series, will run on Saturday.  Also, the new German MINI TROPHY series will hold races at Circuit Paul Ricard as well.

Musical artists and bands to perform include Gossip, Iggy and the Stooges, The Ting Tings, Martin Solveig, Hubert-Félix Thiéfaine, Naive New Beaters, The Rifles, Ben Mazué, SOMA, Charlie Winston, and Birdy Nam Nam.

Visit the MINI United Facebook page and see the program at MINI Space.