MINI Refreshes Brand with a Global Ad Campaign

 MINI, the iconic British car brand known for its compact and stylish vehicles, is launching a dynamic global campaign. This move highlights its updated range and rekindles the bond with its loyal enthusiasts and customers.

The "Nice to Meet You Again" campaign emphasizes the brand's heritage, pioneering spirit, unique personality, and the emotional tie between MINI owners and their cars.

The campaign rolls out through a blend of online and offline strategies, incorporating social media interactions, video content, podcasts, events, and collaborations with artists and influencers.

A key feature of the campaign is unveiling the new MINI Family, which includes four redesigned models: the MINI 3-door, the MINI 5-door, the MINI Convertible, and the MINI Electric.

The revamped MINI Family offers a variety of upgrades and improvements, such as:

  • A refreshed design language that emphasizes the car's distinctive proportions, circular features, and vivid colors.
  • A unified front grille that merges the bumper, air intake, and fog lights into one seamless unit.
  • Redesigned LED headlights and taillights showcasing the Union Jack motif, a nod to the brand's British roots.
  • A digital dashboard provides clear, user-friendly data to the driver.
  • A new multifunction steering wheel has been revealed for easy access to various functions and settings.
  • An updated central instrument panel features an 8.8-inch touchscreen, wireless charging, and compatibility with Apple CarPlay and Android Auto.
  • The latest MINI Operating System 7.0 offers enhanced connectivity, customization, and voice control options.
  • A range of driver assistance systems include lane departure warning, active cruise control, park assist, and head-up display.
  • Different innovative engines offer improved performance, efficiency, and reduced emissions. These range from a 1.5-liter three-cylinder petrol engine with 134 horsepower, a 2.0-liter four-cylinder petrol engine with 189 horsepower, to an electric motor producing 181 horsepower.
  • A new adaptive suspension system adjusts the damping force according to road conditions and driving style.

The updated MINI Family also offers a variety of customization options, including various roof colors, mirror caps, hood stripes, wheel designs, interior trims, upholstery materials, and ambient lighting.

Prices for the new MINI Family start at $23,750 for the MINI 3-door, $24,750 for the MINI 5-door, $28,750 for the MINI Convertible, and $29,900 for the MINI Electric.

Beginning March 2023, the new MINI Family will be available in Europe, with North American availability following in June 2023.

A message from Bernd Körber, Head of MINI Brand Management:

Through our global initiative, "Nice to Meet You Again," MINI seeks to celebrate our unique bond with our loyal customers and enthusiasts. Our objective is to express our appreciation for their consistent support and passion for our brand, while introducing them to our redesigned MINI Family. This new lineup aims to deliver an unmatched blend of pleasure, aesthetics, and innovation.

This ad campaign is crucial to MINI's strategy of reshaping its identity as a premium urban mobility brand that seamlessly combines tradition and modernity. Simultaneously, we are dedicated to developing new products and services that cater to our customers' changing needs and preferences.

One such product, the MINI Vision Urbanaut, is a groundbreaking concept car that embodies MINI's vision for the future of urban mobility. Conceived as a spacious, adaptable living space on wheels, the car can morph to suit various situations and moods. The car features three modes: Chill, Wanderlust, and Vibe. Each mode transforms the car's interior design, lighting, sound, aroma, and functionality, offering a distinct experience.



The MINI Cooper SE Countryman ALL4 is another key player in the lineup. This plug-in hybrid model merges a gasoline engine with an electric motor, promising exceptional performance. The car offers a range of up to 35 miles on electric power alone, extending to 310 miles with combined power. Further, it's equipped with a sophisticated all-wheel-drive system that improves traction and stability across diverse terrains.

MINI is expanding its reach by exploring new markets and segments. They recently launched their inaugural MINI Cooper SE model in China. This model stems from the MINI Electric design and is locally manufactured in collaboration with Great Wall Motor. By 2024, MINI anticipates unveiling its first crossover model, constructed on a novel platform co-developed with Great Wall Motor.

MINI's current global campaign and its diverse array of new models aim to rekindle enthusiasm among its existing clientele and fans while attracting new lovers looking for more than just a car. MINI is committed to delivering an experience, representing a lifestyle, and cultivating a community. It's their way of reintroducing themselves to the world with a warm "Nice to Meet You Again".

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