Tag Archives : MINI Convertible

collectible of the day: IMMER OFFEN. pin

For the launch of the MINI Cabrio (Convertible) in the summer of 2004, MINI used the slogan “ALWAYS OPEN” which in German is “IMMER OFFEN”.

MINI Germany produced this button pin with “IMMER OFFEN.” in red with the MINI logo below.

See other MINI Cabrio/Convertible launch collectibles:

MINI Cabrio sunglasses
MINI Convertible Dot Pens
MINI Convertible launch pen

collectible of the day: MINI Facelift and Convertible Technical Training manual

MINI Facelift and Convertible Technical Training manual
Three years after its 2001 launch, the MINI received a “facelift” (or revision) in mid-2004 for the model year 2005 vehicles.   MINI began model year 2005 production on July 1, 2004 with the facelifted MINI Hardtop and the new MINI Convertible.

To inform US MINI dealerships of the changes, MINI USA produced this MINI Facelift and Convertible Technical Training manual.  Subjects covered in the 30 page, spiral-bound manual are the MINI R50/R53 Facelift, MINI Convertible, R52 Rear Hatch, and R52 Convertible Top System.

MINI R50/R53 facelifted exterior features included the headlights, grille, bumpers, taillights, and reverse light.  Changed interior features included the dashboard, instrument panel, doors, larger rearview mirror, and steering wheel controls.

There are many cut-away views of the new MINI Convertible and descriptions of how the top and hatch (tailgate) operate.

Each chapter has a Workshop Exercise for MINI Technicians.

The manual has a Course Code of ST150 and a date of August 16, 2004.

collectible of the day: MINI Cabrio sunglasses

MINI Cabrio sunglasses in canister

MINI Cabrio sunglasses

These sunglasses were distributed in Germany for the launch of the MINI Cabrio (Convertible) in the summer of 2004.  The flexible mirrored and tinted plastic sunglasses came rolled up in a small container about the size of a 35 mm film canister on which is written “MINI CABRIO. IMMER OFFEN.” (MINI Convertible. Always Open.).  The sunglasses are naturally curled and when opened up will remain on your face by gripping your temples.

collectible of the day: THE OPEN LETTER ad

At the time of the launch of the MINI Convertible in the US in 2005, MINI USA created this ad.  THE OPEN LETTER ad was an open letter to people considering buying a Convertible to determine whether they are open people.

THE OPEN LETTER ad was found these magazine issues:

  • Men’s Journal. May 2005. (page 77)

The text of the ad reads:


To Whom It May Concern,

Have you ever seen someone driving an open car with the top up? You kind of get the feeling they have something to hide. Like someone wearing a trench coat and sunglasses. Somehow, that thin piece of fabric is more of a barrier than the strongest steel.

If they were driving a car with a regular roof, you probably wouldn’t notice. But since they intentionally closed an open car, you can’t help but think they’re a closed person. After all, they’ve made a conscious decision to be closed when the opportunity to be open was right there. Open people would never do this.

Open people don’t care what their hair looks like. Open people don’t mind picking a few bugs out of their teeth. If they drive past an oil refinery, open people welcome the smell. If panhandlers approach them at a red light, open people never panic. Most motorcycle people are open people. They’ve just opted for two wheels instead of four. All kids are open people. This is why they try so hard to stuff their heads and arms out of the window. But most of them soon outgrow it.

In the old days, it was easy to tell open people from regular people. Open people drove around in goggles and leather caps. They took a lot of back roads. Whenever possible, they kept the accelerator mashed to the floor. When they stopped to gas up, the grimy outline of their eyewear made them look like racoons. Today it’s harder to spot an open person. But they’re still the exception and not the rule. Even here at MINI, most of us are regular roofers.

If you are considering a new car, the best thing you can do is be honest with yourself. Are you an open person? Please take some time to think about it. The fact is we didn’t make very many of these things. And with MSRP starting at $22,000,* they could easily end up in the wrong hands.

Always Open,

collectible of the day: Convertible Contract ad

Convertible Contract ad
At the launch of the MINI Convertible in the US in September 2004, MINI USA’s marketing campaign was about “Always Open”.  MINI encouraged new owners to keep the top down as much as possible.  In that theme, this clever ad contained a Convertible Contract.  In order to be an open motorer, one had to commit to keeping the top down 90% of the time.  The contract came complete with individual numbers and yellow and pink carbon pages.  The heading of the contract read:


In recognition of the limited number of MINI Convertibles and MINI USA’s responsibility to make sure that MINI Convertibles get into the hands of open individuals, MINI USA asks all MINI Convertible Owners to enter into this contract. Upon signature of this contract MINI Owner agrees to keep MINI Convertible top down in accordance with this contract.

The Convertible Contract ad insert can be found in the following magazine issues:

  • AutoWeek. October 11, 2004. (between pages 56 & 57)
  • Details. Vol 23, No. 1. October 2004 (between pages 116 & 117)
  • Fast Company. Issue 87. October 2004. (between pages 32 & 33)
  • GQ. November 2004. (between pages 176 & 177)
  • Men’s Fitness. October 2004. (between pages 24 & 25)
  • Men’s Journal. November 2004. (between pages 88 & 89)
  • Rolling Stone. October 14, 2004. (between pages 48 & 49)
  • Surface. Issue 50. (between pages 96 & 97)

Download the Convertible Contact.

collectible of the day: MINI Convertible brochure 2009

MINI Convertible brochure 2009

Here is the first MINI model brochure we have featured.  Shown is the first US brochure for the second-generation MINI Convertible.  This 20 page, stapled brochure has many glossy photos and a flip-up page.

MINI colors shown: Pepper White, Chili Red, Interchange Yellow, Midnight Black, British Racing Green, Horizon Blue, Pure Silver, Sparkling Silver, Nightfire Red, Hot Chocolate, Dark Silver, and Laser Blue.

Brochure number: BRO 2009 AG R57 – 55,750 – 0109.

You can pick these up now at your MINI dealer.

collectible of the day: IS MY TOP CLOSED? bumper sticker

IS MY TOP CLOSED? bumper stickerAt the launch of the MINI Convertible in 2005, the slogan was “ALWAYS OPEN”.  In the US, Crispin Porter + Bogusky created a clever ad campaign around this idea.  Part of that campaign was this bumper sticker (which also came with orange, red, and yellow borders).

The sticker read: IS MY TOP CLOSED? REPORT ME: 1-888-DO NOT CLOSE.  One can actually call the telephone number and reach the “MINI Convertible Always Open Call Centre” and hear a funny, interactive set of instructions on how to administer a “noogie”, a “wedgie”, or an “Alabama thigh-tickler” to a convertible owner who has closed his or her top.