Courtesy BMWNALos Angeles, CA – September 28, 2007… A MINI Cooper Cabrio will kick-off the Fall movie season as the featured automobile in one of this season’s most anticipated comedies, “The Heartbreak Kid.”

The new DreamWorks Pictures film from Bobby and Peter Farrelly opens nationwide October 5th with an all star cast that includes: Ben Stiller, Michelle Monaghan, Jerry Stiller, and Malin Akerman.

Courtesy BMWNABen Stiller plays eternal bachelor Eddie, who falls head over heels in love with the beautiful Lila (Malin Akerman) and marries at top speed. The newlyweds quickly set off to sunny Mexico in their MINI Cabrio. But even on the journey, the would-be dream woman turns out, in typical Farrelly manner, to be a real nightmare – brazen, embarrassing, singing along with every radio hit and absolutely hopeless at math. Eddie’s only shimmer of hope is the pretty Miranda (Michelle Monaghan), whom he unfortunately meets only after he has said “I do” to Lila.

Emmanuelle Criqui - Courtesy BMWNAMalin Akerman - Courtesy BMWNA



Woodcliff Lake, NJ – September 27, 2007

MINI USA has deemed the month of October “MOTOR-TOBER”, a cheeky way to invite people into their nearest MINI showroom during the month of October to test drive a new MINI.  The program is designed to allow potential customers to become future enthusiasts by giving them a chance to get behind the wheel of a MINI and experience first-hand the excellent driving dynamic of MINI’s full line of vehicles.


MINI creates mobile DJ/disco rigged new Clubman for IAA Frankfurt buzz

Note: Just updated this article with english posting (it was translated before..) 12-6-07

The ‘Messeturm’ and MINI Clubman – giant projections over Frankfurt. This unique project is part of the innovative launch campaign for the IAA.

Frankfurt. The metropolis of Frankfurt by night – pulsating, vibrant, unique – and high above the roofs, the new MINI Clubman on the Frankfurt Messeturm. The 100 metre high projection covers ten storeys of the giant tower, with a height of 40 meters and giving the exhibition city a new, unmistakeable face for the IAA motor show. The project is part of the campaign entitled “Otherness – The other Frankfurt” for the launch of the new “MINI Clubman. The other MINI.” It also includes unconventional activities outside the exhibition site in the city centre of Frankfurt.

MINI pioneers projection on the Messeturm in Frankfurt

“Projecting images onto the Messeturm in Frankfurt for marketing purposes is unique. However, for us, it’s the artistic aspect, rather than the advertising, that took priority”, says Amiel Pretsch from the agency Future Headz. The film pro-jections are characterised by an unconventional imagery, combining, for exam-ple, animations, collages and graffiti. MINI is picking up the retro look of the launch campaign and setting the new MINI Clubman in urban surroundings in a way that is guaranteed to attract attention.

The project required a massive technical input. Four high-powered projectors, each producing 20,000 ANSI lumen, illuminate the Messeturm each night after dusk. The projectors were lifted by crane onto the roof of a tower block diago-nally opposite and shine onto the tower from a projection distance of 280 me-tres. With a total area of 920 square metres, the project can be seen clearly in the West End of Frankfurt and through to the University. There is a particularly good view of it from the square in front of the motor show, the west side of Hamburger Allee and the western part of Theodor-Heuss-Allee.

For MINI, unconventional campaigns are a crucial element in marketing

But MINI is planning all sorts of campaigns and events not only above but also in the city as part of the concept of “Otherness” – “The other Frankfurt”. At Frank-furt Airport, the MINI Clubman will be presenting its unusual rear view to passen-gers from 8 September 2007. The motif, in the form of a plastic film, will be fixed temporarily to all the exit doors on the arrival levels in Terminals 1 and 2. The passengers passing through the sliding doors will literally disappear into the MINI Clubman. MINI is also pursuing the same concept in the city centre of Frankfurt. Selected partners, such as the Diesel Store and many bars, have had the same stickers affixed to their entrance doors.

“For MINI, unconventional marketing is particularly significant within all its com-munication activities. This is why we have gone for innovative and surprising campaigns for the launch of the new MINI Clubman, in order to reach our target groups”, explains the head of MINI Brand Communication, Andreas- Christoph Hofmann. The activities planned for the IAA will attract attention and have a broadly based effect. In addition to the core target group of post-modern trend-setters, it also aims to make contact in an unusual way with international motor show visitors, Frankfurt-based opinion leaders and people in Frankfurt city centre who are not visiting the motor show.

“The other Frankfurt” – a new experience of Frankfurt with MINI

“The other disco”, a MINI Clubman with sound system, turntables and a DJ, is inviting people to a spontaneous party event in Frankfurt. “The other garage” will bring drivers of other brands close to the MINI feeling. Visitors can be live on stage, watching how a vehicle of another brand will be transformed into a MINI Clubman. The highlight will be of course the build-in of the new MINI Clubman rear door, with professional support. “The other ranch” is an interpretation of the 1970s art project “The Ant Farm” to suit the new MINI Clubman directly on the fairground: Europa Allee – Corner Den Haager Street.

In addition, MINI has taken pioneering steps in the metro and suburban railway areas of this great city on the Main.

For the IAA, it’s a question of keeping your eyes open and re-discovering Frankfurt with MINI -with the motto “The other Frankfurt”.

But MINI is appearing in Munich and Berlin as well as in Frankfurt. In Berlin too, the MINI clubman is scaling new heights: from 10 September to 8 October 2007, it can be seen on the LED display of the Axel Springer tower. In Septem-ber, the MINI Clubman rear view sticker can be found in MINI outlets in Frankfurt and Berlin and on the doors of MINI cooperation partner Onitsuka Tiger Store in Berlin. The MINI partners in Munich are Wittgenstein and Diesel Store.

Within this wide-ranging campaign, MINI has worked with two creative partners. Munich-based agency future:headz was responsible for the Messeturm projection and the rear view concept, amongst other things. The agency Interone Worldwide München provided the ideas for “The other Frankfurt”.

Research survey gives MINI the ‘green’ light

Confusion surrounding alternative fuels and related technologies is leading new car buyers to miss a trick: A recent YouGov Plc survey commissioned by MINI found that diesel-powered cars are thought to be way behind Hybrid models for cleanliness. But they are not! In fact, the 104g/km C02 emitted by the sporty MINI Cooper D is a figure that equals, and in many cases beats other cars using alternative technologies – including hybrids! OMG! :-0

In a poll designed to gauge public understanding of CO2-related issues in the car purchase process, just 3% of the 2,018 people sampled believed that a diesel-fuelled vehicle could be considered a low source of carbon emissions. Yet the new MINI Cooper D’s 104 g/km is identical to the hybrid-powered Toyota Prius and lower than the 109 g/km achieved by the Honda Civic Hybrid!

Got your attention yet?

Continue reading “Research survey gives MINI the ‘green’ light”


Woodcliff Lake, NJ – August 30, 2007…

MINI USA announces the availability of the John Cooper Works Tuning Kit for the all-new MINI Cooper S introduced this year. The new kit, designed specifically for the Cooper S with a manual transmission and its twin-scroll turbocharged engine, offers increased horsepower and torque over that of the standard model.

The tuning kit is just the latest addition to the successful line of MINI’s high performance John Cooper Works accessories which include suspension upgrades, performance wheels and tires, body kits as well as exterior and interior appearance accessories. A John Cooper Works Tuning kit calibrated for the MINI Cooper S with an Automatic transmission will be made available later in the year.

The John Cooper Works Tuning Kit boosts the output of the twin scroll turbocharged engine from 172 to 189 horsepower. Maximum torque is also boosted from 177 foot-pounds between 1,000 and 5,000 rpm to 185 foot-pounds between 1,750 and 5,000 rpm. With MINI’s overboost function, peak torque for the kit reaches a temporary level of 200 foot-pounds between 1,750 to 4,500 rpm.


IIHS Bestows highest rating of “Good” for Frontal Offset Crash Performance

Woodcliff Lake, NJ – August 24, 2007… The all-new 2007 MINI Cooper’s crashworthiness received the top rating of ‘Good’ in the evaluation of offset frontal crash testing by the Insurance Institute for Highway Safety (IIHS).

The Insurance Institute for Highway Safety’s rating reflects performance in a 40 mph frontal offset crash test into a deformable barrier. Based on the results of testing, the Institute evaluates the crashworthiness of passenger vehicles, assigning each vehicle a rating of good, acceptable, marginal, or poor.

MINI’s strong performance comes only four months after the 2007 MINI Cooper earned a 5 star Euro NCAP rating – the highest level – for crash test performance in both frontal and side impact performance.

“This top IIHS rating is further evidence that MINI continues to offer excellent occupant protection.” said Jim McDowell, Vice President of MINI USA. “These results demonstrate that small cars can be engineered with the highest level of safety and we are delighted that all MINIs come equipped with some of the very best technology the industry has to offer.”

Troublesome Motorby sign moves to new locale!


The San Francisco Motorby board has officially been moved to a much more electronic billboard tolerant community.

The exact location is on Hwy 101 South, 900 feet south of Harbor Boulevard in Belmont. The board is up and running for your Motoring amusement. And it’s not moving again. Sorry for any inconvenience this may have caused.

Let’s Motor.

SF Motorby