MINI

MINI is one of my passion brands. It has not been for long but has become since I got my MINI. Getting the car myself, choosing the specific model with specific extras…and bringing it down from the UK makes the MINI really MY car. I am not a car enthusiast but 1.5 years later I still sit in it and not take it for granted. It is not like any other machine which you ignore and simply use for functionality.

One a more generic level, I think that the MINI identity is visible in anything MINI does, even the new models which are totally NOT MINI. I sat down in the new Countryman, a 4X4 not a MINI…it still had the same feel, the same features…so much so I knew the car, the functionality, etc.

MINI is also consistent. I bought my MINI from an authorized reseller and got the MINI 1-year guarantee, MINI treatment, MINI branded items and MINI service (eg. Insurance in all countries when coming down with the car). The newsletters I regularly get from the reseller are totally MINI branded and the same for any reseller. Same holds for the website.