After the partial reveal of the all-new MINI Coupé several weeks ago, the Oxfordshire-based brand have finally lifted the covers on the 5th member of its family, accompanied by the fanfare of a new digital and print campaign called, “Another Day. Another Adventure”.
Selling alongside the MINI Hatch, Convertible, Clubman and Countryman, the British-built MINI Coupé is the first two-seater sports car in the UK brand’s long and proud history. It’s the latest interpretation of its classic performance car concept, bringing MINI’s blend of go-anywhere attitude and practicality to a new type of customer.
MINI describe the Coupe’s mission as being a simple one – to maximise the thrill of being behind the wheel. Keen drivers are said to be rewarded with a level of handling agility unmatched in the small car segment. Every aspect of the MINI Coupé – from the choice of engines and chassis set-up to weight distribution and aerodynamics – is focused on delivering the optimum dynamic performance. To prove the point, the MINI John Cooper Works Coupé has the fastest acceleration and top speed of any volume-produced MINI to date – becoming the first 150 mph production MINI.
We were able to share some basic details of the new MINI Coupe’s specification in our article – Introducing The MINI Coupé. BMW have now confirmed that MINI Coupé customers can expect a high level of standard equipment including; DAB digital radio, air conditioning, park distance control, alloy wheels, 3-spoke sport leather steering wheel and sport stripes on the body work. A wide range of accessories and personalisation choices will naturally also be available.
The four-strong MINI range will go on sale through MINI dealers from 1st October 2011, priced from between £16,640 to £23,795.
New Advertising campaign – Another Day. Another Adventure.
MINI have kicked off a global ad campaign designed to underline the thrill and adventure of its newest family member. The message conveyed by the initial launch ad gets straight to the heart of its appeal – “No matter where you are. No matter where you are going. Adventure will find you.”
MINI’s fun-meister and President of MINI USA Jim McDowell told Forbes.com’s Hannah Elliott, “All of our cars drive like a go-kart. This one is perhaps the most dramatic MINI yet: It drives like a go-kart and it actually looks like a sports car, which it is.”
In face he goes so far to suggest it might even give Porsche’s entry-level model (presumably the 2.7-litre Cayman) a run for its money. “It will draw someone to the franchise that might have thought before, ‘MINI is a great car, but I’m only going to get one chance to drive a really sporty car, and I want to drive a Porsche,’” McDowell said, “This is the car that a Porsche driver might consider.”
McDowell says that the Coupe will attract younger and more male buyers than the MINI hatchback does. It will also sell a disproportionately high amount of Cooper S and John Cooper Works versions.
“I think almost everyone wants as much performance as they can afford,” he says. “This is much more the performance MINI.”
At a Glance
|MINI Cooper Coupé||£16,640|
|MINI Cooper S Coupé||£19,775|
|MINI Cooper SD Coupé||£20,510|
|MINI John Cooper Works Coupé||£23,795|