MINI is reinventing itself with a new global campaign and a refreshed family of models

MINI, the iconic British brand known for its small and stylish cars, is launching a new global campaign to showcase its revamped family of models and to reconnect with its loyal fans and customers.

The "Nice to Meet You Again" campaign highlights the brand's heritage, innovation, personality, and the emotional bond that MINI drivers share with their cars.

The campaign features online and offline activities, such as social media posts, videos, podcasts, events, and collaborations with artists and influencers.

One of the main attractions of the campaign is the launch of the new MINI Family, which consists of four updated models: the MINI 3-door, the MINI 5-door, the MINI Convertible, and the MINI Electric.

The new MINI Family offers a range of improvements and enhancements, such as:

A new design language that emphasizes the car's distinctive proportions, circular elements, and expressive colors.
A new front grille that integrates the bumper, air intake, and fog lights in a single unit.
New LED headlights and rear lights that incorporate the Union Jack motif as a tribute to the brand's British roots.
A new digital instrument cluster that provides clear and intuitive information to the driver.
A new multifunction steering wheel that allows easy access to various functions and settings.
A new central instrument panel that features an 8.8-inch touch screen, wireless charging, and Apple CarPlay and Android Auto compatibility.
A new MINI Operating System 7.0 that offers enhanced connectivity, personalization, and voice control options.
A new range of driver assistance systems includes lane departure warning, active cruise control, park assist, and head-up display.
A new selection of engines that offer improved performance, efficiency, and emissions. The engines include a 1.5-liter three-cylinder petrol engine with 134 horsepower, a 2.0-liter four-cylinder petrol engine with 189 horsepower, and an electric motor with 181 horsepower.
A new adaptive suspension system that adjusts the damping force according to the road conditions and driving style.

The new MINI Family also offers a variety of customization options, such as different roof colors, mirror caps, bonnet stripes, wheel designs, interior trims, upholstery materials, and ambient lighting.

The prices of the new MINI Family start from $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.

The new MINI Family will be available in dealerships from March 2023 in Europe and from June 2023 in North America.

According to Bernd Körber, Head of MINI Brand Management:

"With our global campaign 'MINI says Nice to Meet You Again,' we want to celebrate our unique relationship with our customers and fans. We want to show them how much we appreciate their loyalty and passion for our brand. We also want to introduce them to our new MINI Family, which offers more fun, style, and innovation than ever before."

The campaign is part of MINI's strategy to reinvent itself as a premium urban mobility brand that combines tradition and modernity. The brand is also developing new products and services catering to its customer's changing needs and preferences.

One of these products is the MINI Vision Urbanaut, a futuristic concept car showcasing how MINI envisions urban mobility's future. The car is designed as a spacious, versatile living space that can transform according to different situations and moods. The car features three modes: Chill, Wanderlust, and Vibe. Each mode changes the car's interior layout, lighting, sound, fragrance, and functionality.

Another product is the MINI Countryma, a plug-in hybrid model that combines a petrol engine with an electric motor. The car offers a range of up to 35 miles on electric power alone and up to 310 miles on combined power. The car also features an intelligent all-wheel drive system that optimizes traction and stability on different terrains.

MINI is also expanding its presence in new markets and segments. The brand recently launched its first model in China, the MINI Cooper SE, which is based on the MINI Electric. The car is produced locally in collaboration with Great Wall Motor. The brand also plans to launch its first crossover model in 2024, which will be based on a new platform developed jointly with Great Wall Motor.

With its new global campaign and new family of models, MINI hopes to rekindle its spark with its customers and fans and attract new ones looking for a car that offers more than just transportation. MINI wants a car that offers an experience, a lifestyle, and a community. MINI wants to say "Nice to Meet You Again" to the world. @via ad Ruby.