MINI brings Hollywood to Geneva for the world premiere of the new MINI Countryman.
MINI brings Hollywood to Geneva. The launch of the new star of the MINI family – the MINI Countryman – at the 80th Salon International de l’Auto provides reason enough for an unconventional marketing campaign: The city built on Lake Geneva is being renamed “MINIWOOD” by way of a huge projected image, creating a rival to the Hollywood dream factory in Los Angeles. The gigantic projection of the “MINIWOOD” sign onto Mont Salève on French soil is one of the largest projections of its kind.
The projected image is 30 metres high and 192 metres wide. In the evening light it is visible for miles around to Geneva residents as well as the many visitors to the Motor Show. This unconventional campaign involves powerful technology: High-performance projectors with 348,000 Ansi lumen illuminate an area of over 5,760 square metres with an output of more than 28,000 watt.
The projection will be complemented by a short video in typical MINI style. This “viral” will show how the projection is realised and will be widely distributed in the Internet.
Film posters entitled “MINI Countryman – GETAWAY” will publicise the guerrilla action and hence the world debut of the fourth member of the MINI family, raising public awareness and highlighting the MINI presence in Geneva. The “Making of” video will also be posted on MINI’s official YouTube channel at: http://www.youtube.com/MINI, and MINI Countryman’s Facebook page, http://www.facebook.com/MINI.Countryman.
MINIWOOD would not be complete without the celebrated “Walk of Fame”. So, as Motor Show visitors walk from the airport to the Palexpo, for example, they are guided by “MINIWOOD stars”. Walkways through busy areas of downtown Geneva have also been adorned with stars to strengthen MINI’s presence in the city centre.
MINIWOOD is brought to life through “red carpet parking”: In true Hollywood style, a MINI Countryman is parked and displayed on a red carpet on the streets of Geneva. A sign right next to the newest MINI star bears the slogan “I BECAME FAMOUS IN MINIWOOD – MINI COUNTRYMAN. GETAWAY.”
Thanks to a wide variety of communications activities in connection with the 80th International Motor Show in Geneva, the MINI Countryman is set to be the toast of the town. The MINIWOOD concept is the brand’s latest guerrilla action and confirms once again that MINI makes an unconventional statement.
“Guerrilla marketing plays an especially important part in MINI communications. That is why the launch of the new MINI Countryman will also be accompanied by characteristically unconventional and eye-catching marketing campaigns that are deliberately designed to appeal to the brand’s modern target groups,” explains Andreas-Christoph Hofmann, head of MINI Brand Communication.
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MINI Geneva Motor Show MINI at the 80th Geneva Motor Show 2010
At a Glance:
World debut: MINI Countryman.
The MINI model family is growing once again, with the MINI Countryman making its first appearance at the 2010 Geneva Motor Show. Measuring more than four metres in length, featuring four doors at the side, four fully-fledged seats and optional MINI ALL4 all-wheel drive, the brand’s fourth model offers that typical MINI feeling in a new dimension. Its extra, variable space inside and the elevated driving position give the MINI Countryman an absolutely unique look, while still retaining that distinctive character of a MINI both in its design and driving behaviour. As the first premium car of its kind, the MINI Countryman has everything it takes to win over additional target groups for that driving pleasure so typical of the brand.
World debut: MINI One Convertible.Open-air driving pleasure in that unique MINI style is now becoming
even more economical, with the new MINI One Convertible entering the market powered by the latest generation of MINI’s four-cylinder petrol engine. Displacing 1.6 litres and delivering maximum output of 72 kW/98 hp, this power unit again offers all the agility so typical of MINI, combined with average fuel consumption in the EU test cycle of 5.7 litres/100 kilometres (49.6 mpg imp) and a CO2 rating of 133 grams per kilometre. As a further highlight, the MINI One Convertible comes
as standard with a six-speed manual gearbox and is available as an option with six-speed automatic transmission.
World debut: MINI One MINIMALIST.New petrol engines for the MINI, the MINI Clubman and the MINI Convertible ensure even greater agility – and, thanks to MINIMALISM – even lower CO2 ratings. A further important point is that the MINI Cooper S, the MINI Cooper, the MINI One, and the MINI John Cooper Works all fulfil the EU5 emission standard.
The MINI One MINIMALIST, in turn, offers maximum all-round economy, the entry-level model available with either a 55 kW/75 hp or 72 kW/98 hp four-cylinder setting new standards in terms of all-round economy and low emissions. Both variants make do with average fuel consumption in the EU test cycle of just 5.1 litres/100 kilometres (equal to 55.4 mpg imp) and a CO2 emission rating of 119 grams per kilometre.
The full BMW Group Press Release can be seen here>>>
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More driving enjoyment with new connectivity solution: MINI Connected. Mission Control Apple iPhone In Car Web Radio
New technology unique to MINI opens up a whole new dimension of in-car entertainment – system debut at the 2010 Geneva International Motor Show.
World-first in-car entertainment solution with innovative, unique-to-MINI technology for integration of the Apple iPhone.
Safe, convenient, intuitive control of all functions via the MINI operating system.
World debut of in-car web radio; unique possibilities for customisation and integration of additional functions.
MINI Connected brings enhanced user functionality and customisation to the MINI-exclusive Mission Control function.
MINI has chosen the 2010 Geneva International Motor Show to launch an all-new, world-first in-car entertainment solution: MINI Connected. Through intelligent connectivity between the driver, his MINI and the outside world, MINI Connected offers new options for further enhancing the hallmark driving fun associated with the brand. Some of these new possibilities will be presented in Geneva. MINI Connected will be launched simultaneously with the MINI Countryman, as an optional specification.
With MINI Connected, MINI is the world’s first carmaker to offer a newly developed USB interface whose unique functionality allows maximum integration of the iPhone into the in-car audio and infotainment system. This MINI-exclusive technology provides the basis for new and unprecedented integration of smartphone functions, taking the in-car integration of modern smartphone telecommunications, entertainment and online functions to a whole new level.
All the functions integrated in the MINI courtesy of the Apple iPhone are activated and controlled using the vehicle’s own operating system. When the system is fitted in conjunction with the – likewise new – MINI Visual Boost radio, the full range of MINI Connected functions can be used. The radio’s high-resolution colour display, which is integrated in the Centre Speedo, and the centre console-mounted MINI joystick provide the ideal basis for convenient, simple and intuitive operation. Information and instructions follow the MINI’s particular display logic, while the familiar MINI operating structure allows drivers to select and activate any function with minimal distraction from the road and traffic. To customise the system, applications can be selected or deselected quickly and conveniently using the vehicle controls.
World-first: the MINI Connected web radio function.
The web radio function will be showcased in Geneva as a typical example of the extended possibilities opened up by MINI Connected. In a “hooked up” MINI – linked to the outside world via MINI Connected – the driver will be able to have his choice of radio station streamed to him anywhere in the world, provided the station is available in the extensive station database. The desired station is selected using the familiar controls on the MINI audio system, ensuring highly safe and convenient operation even while on the road. MINI is the world’s first carmaker to offer such a function as an option for production vehicles.
In addition, MINI Connected allows a variety of other services and functions to be integrated into the car as well. The innovative iPhone interface provides unique data exchange capabilities, allowing a huge range of infotainment, navigation and communication functions to be used on board the vehicle. MINI Connected also allows functions to be enhanced or personalised to the driver’s individual preferences.
The diversity and flexibility offered by MINI Connected across a host of different functions is new in the car industry. The unique, future-adaptable MINI Connected technology will guarantee customers instant access to future innovations in the fields of entertainment, communication, navigation and information.
Exclusive to MINI: Mission Control.
MINI Connected also incorporates the Mission Control module, which made its debut in the MINI 50 Camden anniversary model. Mission Control evaluates a vast range of vehicle, driving situation and vehicle environment-related signals and supplies the driver with relevant information and instructions in customary MINI style. Mission Control gives the driver an even stronger sense of interacting directly with the vehicle, reinforcing the whole concept of the MINI as a car with character and personality.
The vehicle-related signals are used to generate constantly changing, situation-dependent messages. The dialogue may take the form of safety and comfort-related advice – for example prompts to fasten a seatbelt or guidance on the air conditioning system – or may provide information relating to the current driving situation and operating status (for example outside temperatures or fuel tank level). The wide repertoire of messages, which marks a significant advance over previous systems, makes for a continually varied dialogue between the MINI and its driver, even in familiar and frequently recurring everyday driving situations. And thanks to MINI Connected, Mission Control now offers extensive functional enhancement and personalisation options including, for example, a choice of language versions and driving modes.
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Vines MINI is pleased to announce that a fourth model has been added to the MINI family, opening up a new dimension of that unmistakable MINI feeling. As a genuine Crossover, the MINI Countryman bridges the gap between the classic concept of the MINI and a modern Sports Activity Vehicle. Boasting enhanced opportunities in urban mobility and beyond, the MINI Countryman offers that unique driving pleasure so typical of MINI to new target groups requiring extra space and flexibility. As the first model in the MINI range with four doors and a wide-opening rear lid, the MINI Countryman provides even greater freedom of space for truly versatile use, a slightly elevated seating position, and optimized driving comfort. Full integration of the passengers within the vehicle creates that driving experience so typical of MINI. And at the same time the MINI Countryman maintains that go-kart feeling likewise so characteristic of MINI, optional MINI ALL4 all-wheel drive offering an additional highlight for the genuine connoisseur.
In a nutshell, therefore, the MINI Countryman offers all the characteristic features of the brand in terms of design, premium quality, handling, efficiency and customisation in new, fascinating style.
The MINI Countryman carries on the design of the brand in superior style and quality, combining larger body dimensions, greater ground clearance and four doors at the side with those unmistakable design features so characteristic of MINI. Short overhangs, a high window line, powerful stance on the wheels, and window graphics extending round the entire car create those unique proportions so typical of MINI. At the same time the MINI Countryman re-interprets the characteristic icons of a MINI such as the roofline, the hexagon radiator grille, the large headlights integrated in the engine lid, the surrounds on the side direction indicators, the voluminous wheel arches and the upright rear light clusters in new style and class.
Proceeding from that design language so typical of MINI, the MINI Countryman authentically visualises the particular features of this very special car. Positioned almost upright, the front end bears out strong presence and serves to optimise pedestrian safety. The extra space within the car, in turn, is emphasised by extra-large windows, the introduction of four doors, and the individual shape of the roof. The particularly wide frame around the lower part of the body and the powerfully flared wheel arches highlight the robust character of the car and its all-wheel drive. With that typical MINI style now being conveyed to a new segment in absolute clarity and precision, the MINI Countryman stands out from the start as a brand-new, highly innovative model but is nevertheless clearly identifiable from the very beginning as a genuine MINI.
Within the interior again typical of the brand, the MINI Countryman boasts innovative design and function elements throughout. The slightly elevated seating position guarantees comfortable and pleasant access to the car, optimises the driver’s all-round view, and underlines the powerful character of this new model. The Central Display and air vents are surrounded by coloured rings. The MINI Center Rail quite unique the world over, extending from front to rear instead of a conventional centre console, opens up new, individual options for integrating all kinds of storage boxes, cupholders, external audio devices, mobile telephones and other comfort features. Flexibly positioned clip-in elements enable the driver and passengers to subdivide the storage boxes individually as required, keeping travel utensils within easy reach, wherever they are required. At the same time the Center Rail forms an unconventional, visual and functional connection between the front seats and the rear passenger compartment.
The MINI Countryman comes as standard with four seats, while a three-seat bench is available as a no-cost option. The interior offers superior comfort also on long distances, with generous legroom, headroom and shoulder freedom. The rear seats move fore-and-aft either individually or in a 60 : 40 (three-seat bench) split, the backrests may be tilted for angle either individually or in a 40 : 20 : 40 (three-seat bench) arrangement, increasing capacity in the luggage compartment from 350 to 1,170 litres (12.2–41.0 cu ft).
The MINI Countryman is entering the market with a choice of three petrol and two diesel engines, all coming in the new generation of power units developed with the full know-how of the BMW Group and naturally complying with the EU5 and, respectively, ULEV II emission standards. The power range extends from 66 kW/90 hp in the MINI One D Countryman all the way to 135 kW/184 hp in the MINI Cooper S Countryman. The 1.6-litre four-cylinder petrol engine in the top model comes for the first time not only with a twin-scroll turbocharger and direct fuel injection, but also with fully variable valve management offering by far the best balance of engine power and fuel consumption in its class. As a particular highlight of the MINIMALISM fuel efficiency concept, the MINI Countryman comes as standard and in appropriate combinations on each model with a wide range of features serving to reduce fuel consumption and emissions, among them Brake Energy Regeneration, Auto Start Stop, a gearshift point indicator, and on-demand management of the engine’s ancillary units. And as an alternative to the six-speed manual gearbox featured as standard, the petrol engine models are also available with six-speed automatic complete with Steptronic.
As an option the MINI Cooper S Countryman and MINI Cooper D Countryman are available with permanent MINI ALL4 all-wheel drive, an electrohydraulic differential positioned directly on the final drive varying the distribution from front to rear in an infinite process. Under normal driving conditions up to 50 per cent of the engine’s power goes to the rear wheels, under extreme conditions up to 100 per cent, offering a new, high-traction rendition of that agile handling so typical of MINI. This superior traction and drivetrain technology is based on the top-end suspension of the MINI including features such as the front axle with McPherson spring struts and forged track control arms, the multi-arm rear axle and EPS Electric Power Steering complete with Servotronic. The MINI Countryman furthermore comes as standard with DSC Dynamic Stability Control, DTC Dynamic Traction Control coming either as an option or as a standard feature on the MINI Cooper S Countryman and the MINI Cooper D Countryman with ALL4, as well as an electronic limited-slip function for the front axle differential.
Designed for optimum safety in the event of a collision, the body structure with its precisely defined load paths and deformation zones ensures passive safety of the highest calibre. Frontal and side airbags as well as curtain airbags at the side both front and rear, three-point inertia-reel seat belts on all seats, belt latch tensioners and belt force limiters at the front, as well as ISOFIX child seat fastenings at the rear all come as standard. Yet another standard feature is the Tyre Defect Indicator, with runflat tyres coming as an option and standard on the MINI Cooper S Countryman with ALL4.
The wide range of customisation options on both the exterior and interior again so typical of MINI are supplemented by new, model-specific features exclusive to the MINI Countryman. New combinations in the range of interior colours, trim strips and upholstery enable even the most discerning customer to create his – or her – very special car with truly unique character. The wide range of standard features boasted by the MINI Countryman includes highlights such as air conditioning, the MINI Center Rail, and an audio system complete with a CD player. The equally wide range of options and special equipment tailored to each model comes with features such as high-end audio and navigation systems as well as mobile telephone interfaces including the option to completely integrate an Apple iPhone and other Smartphones in the car. Further options are the extra-large Panorama roof, Adaptive Headlights in combination with xenon headlight units, a heated windscreen, a towbar, light-alloy wheels ranging in size from 16 to 19 inches, sports suspension lowering the entire car by 10 millimetres or almost 0.4", as well as the wide range of John Cooper Works Performance Components
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