Daily Archives: March 26, 2013

MINI USA gift to early MINI JCW GP buyers

MINI USA JCW GP keychain and letter

Early purchasers of the MINI John Cooper Works GP have started receiving surprise packages from MINI USA.  The black plastic bubble-wrap packages say simply “VELOCI SPOLIA.” in large white letters.

Inside is a custom brushed-metal keychain with the MINI logo on the front and with the words “2013 JCW GP”, the individual number of their GP, and “Veloci Spolia” engraved on the back.

There is also a letter from Jim McDowell, the “Motorer-in-Chief” (also known as the Vice President of MINI USA).  It reads:

Just about every racer we know has a superstition. Whether it’s wearing lucky underwear, lighting a candle before a race, or drinking a double espresso, it helps get you to the finish. And with delivery of your 2013 MINI John Cooper Works GP right around the corner, racing will hopefully be a big part of your life. So, we thought you would appreciate a lucky charm made just for you.

Much like the rare MINI you’ve so patiently waited for, this token of good fortune is one-of-a-kind, featuring your GP’s exclusive serial number and a few words of inspiration. We hope you enjoy it. And, most importantly, that your new MINI helps keep your spirit and adrenal glands in top form.

Veloci Spolia,*

Jim McDowell

Jim McDowell

*To the fast, go the spoils.

MINI USA JCW GP keychain (back)

first MINI Paceman print ad

GOES WITH BLACK. ad (2 page)

More than a week after the launch of the MINI Paceman on March 16th, we have the first MINI Paceman print ad.  The ad features a MINI Cooper Paceman in Brilliant Copper with a Black roof.
GOES WITH BLACK. ad (2 page)


With go-kart handling and a sophisticated take on iconic MINI design, the MINI Paceman is the perfect companion after dark or at any other time.  Design your own at MINIUSA.COM/PACEMAN

There are two versions of the ad, a one-page version and a two-page version.

The one-page print ad can be found in the March 25, 2013 issue of The New Yorker on page 41.

The two page version can be found in at least two magazines:

  • Esquire. April 2013. (pages 18 & 19)
  • GQ. April 2013. (pages 82 & 83)