From our perspective, this is great for the small car perception among buyers, especially in the U.S. It shows that being small doesn’t mean that you are driving an eco-box. It also shows that MINI isn’t necessarily lacking on competitive edge. Currently, there is a WRC rally video, Countryman WRC test video and several pictures of MINIs wearing a flattering coat of dirt. In a word it is the personification of fun. Like sex, fun sells and the MINI brand has fun rapped up in a couple nice packages called the Cooper, Clubman and Countryman—if we are luck we might actually see the Coup and Speedster added to that list.
Bottom line—small cars aren’t just for high fuel mileage and a low cost of purchase. MINI takes the small car model and turns it into a community with a lifestyle all of its own—one that is truly representative of the original British car motoring spirit. Makes us want to go out and buy our own MINI and join in on the fun.
Be sure and check out the MINI Motorsports fan page.