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Marketing MINIs, Comparing With Classics

Tues., July 24, 2007 — Even if you don’t particularly care for their cars, ya gotta hand it to the “new” (BMW) MINI’s marketing mavens for being pretty darn creative.

This particular publicity campaign ran a while back, but it’s one of my favorites.

Pictured here is a jumbo-sized SUV (aka: “Sport Utility Vehicle”) with a MINI perched atop it on what’s meant to mimic a giant roof rack carrying weekend toys such as kayaks, canoes, windsurfers, snowboards, surfboards or what have you.

Emblazoned on the side, it asks “What Are You Doing For Fun This Weekend?”

The SUVs were then driven around popular/trendy places; I believe this shot was taken in San Francisco.

I read somewhere that they installed some pretty heavy pillars and reinforcing to carry the 2,700 lb. MINI. By the way, here’s some comparisons between the “old” and the “new.”

Curb Weight

MINI: 2,700 lbs.
Classic Mini: (about) 1,400 lbs.


MINI: 12’1.6″
Classic Mini: 10′.25″


MINI: 6’3.8″
Classic Mini: 4’7.5″


MINI: 4’7.5″
Classic Mini: 4’5″

Numerically challenged? That means the MINI is about 1,300 lbs heavier, 2′ longer, 2′ wider and 2.5″ taller.

And which one gets more attention? And rarer on the roads? And steals the show at car events and in commercials and movies? And gets more thumbs ups, smiles and waves?

Um, take a wild guess!