THE MINI Cooper in a slalom demo during the launch
To be MINI and gain maximum marketing impact presents a challenge in a premium car segment dominated by bigger, more powerful cars. One way is to refresh the product line-up and stage an exciting motorsport-like event showcasing the speed and agility of the MINI brand.
This is what British United Automobiles Inc., the Philippine distributor of MINI cars, did to welcome the newest members of the MINI family last Friday at the MINI Global City premises. Preceded by bar chow and drinks, the program started one hour later than scheduled, but the long wait was worth it. All eyes and cameras were focused on the three little cars in the showroom covered with black-and-white checkered tarpaulin as mini-skirted fashion models unveiled them simultaneously.
To the plebeians who don’t own a MINI (including this writer) the newest models of the MINI family—the MINI, MINI Clubman and MINI convertible—looked the same as their predecessors. But while the customary MINI proportions, hallmark circular headlights and short overhangs were kept intact, there are significant design modifications—noticeable only to MINI brand devotees—that enhance the car’s sporting character.
Geometry
The front bumper’s geometry has been renewed to more effectively meet increasingly stringent pedestrian protection requirements. The lower and outer air intakes have been given greater visual emphasis while the borders of the positioning light units and fog lamps have more pronounced three-dimensional contours.
The familiar MINI side indicator’s surrounds gain elegance via a striking structure formed from concentric circles on the glass cover. The combination of shiny and matte black surfaces of the MINI Cooper’s surround enhances its high-quality look.
THE MINI team, from left, Willy Tee Ten, Michelle Peralta, Ryan David, Sheine Ebora and Mike Cua.
At the rear, LED taillights and dynamic brake lights flash to warn vehicles following behind if the MINI is braking hard. Reversing lights and rear fog lamps have been relocated to the lower section of the rear bumper and integrated into the outer areas of the car’s rear to reflect the positioning of the brake air ducts at the front.
Customize
A major part of the MINI’s appeal is the unparalleled variety of customization options that it offers. The Rally, Classic and Scene “design worlds” have been introduced to fit the owner’s personal style. Each design world is made up of a carefully coordinated combination of body paint finish, roof color, wheel design, interior color, upholstery, trim elements, color line and other visual details. Further customization can be made by adding more items from the extensive range of equipment and accessories.
Inside the distinctively designed cockpit, all the buttons and switches and their surrounds on the center console below the Center Speedo and the controls and framing of the audio system display are now black while the air-con controls are bordered by a chrome ring. All the radio systems include an MP3-compatible CD player and AUX IN connection to hook up external music players with the on-board audio system that comes with six speakers.
More important, the new MINI family members are offered with extensively upgraded four-cylinder engines that provide greater pulling power, efficiency and smoothness. The new Cooper S variants carry the award-winning International Engine of the Year 2011. Whatever body variant and engine is chosen, all MINI models deliver maximum driving fun, premium build quality, individual style and an exceptional level of technology and workmanship. Prices range from P2 million to P3.150 million while output ranges from 120 to 211 bhp.
Commitment
Although the MINI brand has been part of the BMW Group since 2001, it enjoys a lot of autonomy and retains the classic British MINI commitment to the efficient use of space and the innovative arrangement of the drive components: front-wheel drive, engines mounted transversely at the front, short body overhangs and a low center of gravity. All MINIs are built in Oxford, England, from where they are exported to more than 80 countries.
The three new MINI family members demonstrated the brand’s go-kart agility when Alvin Santos, 2008 slalom class champion and 2009 touring car class champion, and Nino Sarte, 2006-2010 slalom class and overall champion, performed figure 8’s and other thrilling slalom maneuvers on the small interior parking lot of MINI Global City. The slalom demo was organized and supervised by the Automobile Association Philippines’ motorsport department.
Another new MINI family member was introduced in the person of Ryan David Watson, a 31-year-old Briton who is now the general sales and marketing manager of MINI Global City. Watson has a 12-year track record in the auto industry (Suzuki, Toyota, Mercedes-Benz), nine in the United Kingdom and three in Dubai, where he met his Filipino wife. Willy Q. Tee Ten and Mike Cua remain as president and vice president, respectively, of British United Automobiles.
Tee Ten said: “We’re thrilled to introduce the new MINI model family to the Philippines and are certain that it will be well loved by our fellow Filipinos. Known for its distinctively fun personality, the MINI brand continues to strike a chord in the hearts of those who enjoy its unique ‘go-kart’ handling. Additionally, the new Cooper S variants will carry the award-winning International Engine of the Year 2011, which not only offers more power but better fuel efficiency and more environment-friendly at the same time.”