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• Intelligent systems from DaimlerChrysler will work hand in hand with human employees
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• MINI Introduces Motoring - a New Culture of Driving
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• ZF Friedrichshafen AG Buys Automotive Supplier Sachs 

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News of  August 08, 2001

MINI Introduces Motoring - a New Culture of Driving

Photo: Automotive Intelligence

Woodcliff Lake, New Jersey - MINI USA is introducing America to a whole new way of driving, the culture of Motoring.

With the launch of the MINI Cooper due for March 2002, MINI USA has unveiled the positioning that will underpin all consumer communications activity for the MINI brand. The theme centers on the concept of Motoring, a philosophy that encompasses the unique place MINI will hold in the US marketplace.

Developed by MINI and its Brand Advocacy Partner, Crispin Porter + Bogusky, Miami, Motoring communicates the life-affirming exhilaration that comes from traveling in a MINI. With its unique four-seater size, superb handling prowess, distinctive looks and wide array of customization options, MINI offers an experience like no other form of transportation. Summed up, that experience is called Motoring.

Jack Pitney, general manager of MINI 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 US market, we have chosen Motoring as our unique brand positioning. The theme of Motoring will run through every aspect of our business, giving the customer a full appreciation of the MINI experience."

What Motoring Means

Motoring is the enlightened form of driving. It is 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.

Motoring is all-inclusive - it is genderless, ageless and is not concerned with social status. MINI is a unique car in terms of driving appeal, looks and size, and as such is deserving of its own term for 'going'. In looking for this new word, MINI came upon 'to motor' and this verb is the clearest expression of what MINI is all about. The invitation to go motoring is 'Let's Motor'.

Historically, 'motoring' has British overtones, which calls on the MINI heritage, although it has primarily been chosen as it represents MINIs spirit of 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 new more enlightened form of driving that takes advice from the backseat and let's people in our lanes. When one drives a MINI, one's outlook on life changes. And so the world becomes a better place.

Research on Motoring

MINI took road trips to major metropolitan markets in the US and met with a diverse group of prospects that 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' suggests an invitation and a 'Let's Get Going' mentality.

MINI's Marketing Campaign

Marketing began earlier this year with the MINI Cooper debut at the North American International Auto Show in Detroit. The bulk of our pre-launch activities will begin in the 4th quarter of 2001.

(August 2, 2001)

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