The Mini is coming and Bob Smith will have it
By Michael Binstock
Acorn Automotive Editor

The new Mini left, and a 1963 Classic Mini

When a group of international motoring journalists got together at the end of 1999 to choose the car of the century, the first and second picks were almost unanimous. At the top of the list was the Ford Model T, an obvious choice. Close behind was that icon of "Swinging London," the Austin Cooper, a.k.a. the Mini.

After more than 30 years, production finally ceased on the Mini last year, but BMW is bringing the brand back with a totally new car and a new way of looking at our mode of transportation. MINI USA is introducing America to a whole new way of driving, the culture of "Motoring."

With the launch of the Mini Cooper due in March, MINI USA has unveiled its positioning and marketing plan. The theme centers on the concept of Motoring, a philosophy that encompasses the unique place Mini will hold in the marketplace.

Jack Pitney, general manager of MINI USA said, "We have a unique opportunity to define the next phase in the history of an automotive icon. As the new Mini is a distinctive car without parallel in the U.S. market, we have chosen Motoring as our unique brand positioning."

With its unique four-seater size, superb handling, distinctive looks and wide array of custom options, Mini offers an experience like no other–Motoring–an enlightened form of driving. It’s about exploration, discovery and exhilaration. Mini is the perfect car for exploration; Motoring in a Mini feels more like riding a motorcycle than driving an SUV. It’s about going from A to Z instead of just A to B; taking the long road home, just for the fun of it."

In seeking its niche, Mini came upon the verb "to motor;" the clearest expression of what Mini is all about. The invitation to go is "Let’s Motor."

Historically, "motoring" has British overtones, which contributes to the Mini heritage. But Minis are about action and adventure.

Motoring can be further defined by comparing it to driving. While driving as a term is about cars and the road, Motoring is a unifying religion, a more enlightened form of driving that takes advice from the backseat and lets other motorists into our lanes. When one drives a Mini, one’s outlook changes. And the world becomes a better place.

The people at Mini took road trips to major metropolitan markets in the U.S. and met with a diverse group of prospective buyers who fit the "Mini Mindset." Results were very positive about the public’s understanding and appreciation of Motoring as a word and as a theme. To them, "Let’s Motor" suggested an invitation and a "‘Let’s Get Going" mentality.

Marketing began at the beginning of this year with the Mini Cooper debut at the North American International Auto Show in Detroit. The bulk of the pre-launch activities has begun.

In the U.S., a core group of passionate, knowledgeable people exists, like The Acorn’s publisher. These people own and run around 12,000 classic Minis and they’re busy spreading the word. Some people are aware of Mini as a British icon but there’s a sizeable group of people to whom the Mini is new.

For the new people, as well as those that know the brand, the reaction has been phenomenal. Soon-to-be-Mini-dealers are get-ting dozens of calls every day. There are even enthusiast Websites up and running for a car not yet for sale.

Customer reaction has been particularly positive to the car’s defining signature look and quality of design.

Mini has the unique ability to elicit an emotional reaction.

Research has shown that the new car and its predecessor share the ability to move owners beyond acceptance to loyalty and devotion.

Also, as the car doesn’t fit into the usual automotive categories, it reflects the values of many of its potential customers who also enjoy being different.

The future Mini dealers are extremely enthusiastic about soon to arrive Mini models and they’re thoroughly embracing the Motoring theme.

Locally Bob Smith BMW will be a dealer with the establishment of Bob Smith MINI, and sales manager Joe Kelly will be only too happy to field your calls.

I was able to get hold of an early pre-production car to have a close look and to compare it with our publishers Classic Mini.

Perhaps we’ll have another icon.

It will be awhile before any production cars get here and if you’re wondering why you might have seen the cars on our streets and freeways locally, it’s because BMW has its design studios in Newbury Park.