The MINI brand in South Africa is celebrating its 10th anniversary this month. It was exactly a decade ago when MINI broke new ground in the local premium small car segment by presenting the MINI Cooper and Cooper S Hatch to the South African public at Turbine Hall in Johannesburg.
The strategy of combining advanced drive and chassis technology, uncompromising quality and individual style in cars in this segment has earned MINI its own niche in both the international and local car market. Ever since its launch in South Africa, MINI has sold more than 17 500 vehicles – highlighting dynamic growth for the first premium vehicle in the established small car market segment.
Reducing fuel consumption was already becoming an important issue for vehicle developers fifty years ago. Back in 1956 the Suez crisis and petrol rationing were major factors for the automotive industry. British Motor Corporation management gave designer Sir Alec Issigonis the following guidelines for a small car: make creative use of the limited space available; accommodate four passengers; and guarantee perfect handling and low fuel consumption. Issigonis penned the first Mini on the back of a napkin and by 1962 – within three years of its market launch – Mini production had already exceeded 200 000 vehicles a year.
Once the world’s rich and famous (Peter Sellers, the Beatles, Brigitte Bardot, Clint Eastwood, Lord Snowdon, Twiggy and others) adopted the Mini as their preferred city car, it rapidly became the symbol of an entire generation. Over the next 40 years the Mini became an icon – a brand with a unique tradition and charm that appealed to all ages.
In a similar vein, local celebrities have come to see MINI as a symbol of a new modern generation over the past 10 years. Well-known icons such as DJ Fresh, DJ Euphonik, 2 Oceansvibe blogger, Seth Rotherham, as well as South African live bands Goldfish and Goodluck, have chosen models like the MINI Coupé, MINI Clubman and MINI Countryman as their preferred everyday cars.
And, with MINImalism, the MINI brand is already offering answers to the CO2 emissions issues of the future with technologies such as Brake Energy Regeneration, the Auto Start/Stop function, Shift Point Display, Electric Power Steering, map-controlled oil pump and ancillary componentsresponsible for MINI’s incredibly low fleet CO2 average of 128g.
“It is unbelievable that we are already celebrating another milestone of MINI in South Africa. Ten years after the re-launch of the brand and since the second generation of the 21st-century MINI hit the roads; its popularity in South Africa and around the globe continues to grow with the arrival of each new model,” said Karen Valle, General Manager of MINI in South Africa.
“Regardless of the body variant or the engine under the bonnet, every MINI boasts a range of characteristic features inspired by the origins and heritage of the brand, a vehicle concept focused on delivering maximum driving fun, an appreciation of individual style and a commitment to premium quality,” Valle added.
The MINI Hatch first went on sale in 2002 in South Africa
The MINI Cooper and Cooper S Hatch set new standards through their surprisingly agile handling when they were introduced in South Africa in 2002, immediately moving this exciting small car right to the top in terms of driving pleasure. Here, too, these models followed in the footsteps of the classic Mini, but now with a lot more power and performance thanks to the most advanced and sophisticated drivetrain and suspension technology. Just within the first year of introduction, the MINI Hatch managed to record a sales figure of 898 units.
After being on the market for only a year, the MINI Cooper S was voted as a finalist in the 2003 SAGMJ Car of the Year Award.
The MINI Convertible was launched in South Africa in 2005
The desire to drive a MINI in the open air also came true in South Africa when the MINI Cooper Convertible and MINI Cooper S Convertible was introduced in 2005. The MINI Cooper Convertible featured a standard five-speed manual gearbox and the 1.6-litre engine with 85 kW and a maximum torque of 150 Nm, which delivered a particularly sporting performance whilst the MINI Cooper S Convertible featured a supercharger and intercooler technology that produced a maximum power output of 125 kW and 220Nm of torque.
The second generation MINI Hatch launched in 2007
The second generation of the MINI Hatch evolved in 2007 boasting evolutionary body design, a revolutionary change in the interior as well as brand-new four-cylinder power units. And at the same time new features enhanced both motoring comfort and driving pleasure. The new model generation entered the market in the guise of the 128 kW MINI Cooper S Hatch and the 88 kW MINI Cooper Hatch.
Second generation MINI Convertible launched locally in 2009
The story of open air driving continued when the second generation of the MINI Convertible was launched in 2009. This continued to symbolise the thrill of motoring in the open air and unmistakable style of the MINI brand. Moving up to an even higher standard than its predecessor, the unique features of the MINI Convertible in its segment in terms of design, premium quality, handling, performance, efficiency, and functionality were appropriately enhanced and improved to perfection.
The second generation MINI Convertible featured the new generation of four-cylinder petrol engines with twin-scroll turbo-chargers or, respectively, fully variable valve management. This engine technology generated maximum power output of 88 kW in the MINI Cooper Convertible and 128 kW in the MINI Cooper S Convertible.
Currently, the MINI Convertible is available in three engine variants; the Cooper (90kW), Cooper S (135kW) and the John Cooper Works (155kW).
Outstanding local advertising
Over the past decade, MINI has expressed its extroverted brand values through some very creative marketing campaigns. In 2005 MINI created a “MINI in a cage” campaign showing a MINI Cooper S Hatch locked in a cage at the Johannesburg Zoo with the words “Please do not feed, tease or annoy the MINI.”
Another creative outdoor campaign was the “MINI Escape” campaign, which showed a MINI Hatch breaking out of a parking building at Melrose Arch in Johannesburg and driving up the wall.
In addition, MINI inspired patriotism amongst South Africans during the 2010 FIFA Soccer World Cup through its “6 Colours to Stand By” campaign which encouraged vehicle owners nationwide to cover their side mirrors with caps showing the South African flag.
It was a few of these campaigns, amongst many others, that expressed MINI as a byword for driving fun, agility, expressive design, premium quality and individuality.
“The portfolio of MINI models has continuously been expanded and there is still a lot more to come,” concluded Valle. She says that later on this year MINI will present yet another model, a seventh member of the MINI family, which is an offshoot of the four-wheel driven Countryman.
Despite the increasing competition in the premium small car segment over the 10 years since it was launched, MINI has maintained its leading position in the market with room to spare.
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In thisvideo I give a full in depth tour of the all new 2012 Mini Cooper JCW Coupe. I take viewers on a close look through the interior and exterior of this car while showing details, over viewing of features, and noting unique styling cues to the vehicle itself. I also show the engine and the details of it, start it up and see how it sounds under acceleration. A thorough tour/review of this car designed to give others a greater overall appreciation of the vehicle. Thanks a lot to Hendrick Mini of charlotte, nc for allowing me to make this video! For more info on this car as well as others visit www.hendrickmini.com
Video Rating: 4 / 5
Mini Cooper S
Image by cjota
Mini Cooper S
