2007 Mini Cooper S Hatchback 2-door 1.6l on 2040-cars

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Mini's Super Bowl ad stars Serena Williams and Tony Hawk

Everyone seems to have an opinion about what kind of car a Mini is, and what it says about its driver. For many, it seems, buying one is as much a fashion statement and lifestyle choice as it is anything else. And Mini is out to face those notions head-on in its latest Super Bowl ad. Set to air during the third quarter of the big game on the 7th, the spot brings in a star-studded list of celebrities. Tennis great Serena Williams, soccer player Abby Wambach, hip-hop star T-Pain, major-league pitcher Randy Johnson, skateboard legend Tony Hawk, and actor Harvey Keitel all feature in the 30-second spot dubbed "Defy Labels." The ad was produced by Butler, Shine, Stern & Partners and shines a spotlight on the new Mini Clubman. But you don't have to wait until Sunday to see it: you can watch it right here, and scope out the additional behind-the-scenes video below. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. MINI DECLARES DEFIANCE IN STAR-STUDDED GAME DAY AD Woodcliff Lake, NJ – February 1, 2016... As more than 100 million viewers around the world prepare to tune into the big game on February 7, MINI USA is unveiling its star-studded 30-second spot today, set to air in the third quarter of the year's biggest night in television advertising. The ad, created by Butler, Shine, Stern & Partners (BSSP), embraces many of the labels the brand has experienced over the years with a very powerful message: it doesn't care what you call it. "Defy Labels," has its roots in the fact that everyone and everything is labeled but how you handle those labels is what matters. With defiance at its core, the campaign inspires people to shed the labels society has placed upon them and instead define themselves. "Ever since the first Mini was built in 1959, it has been labeled as one thing or another. It's small. It's cute," said Tom Noble, department head, MINI Brand Communications. "This campaign acknowledges those labels in a very authentic way while simultaneously showing people MINI is more than that. With the launch of the new Clubman, our brand is growing up, our products are more sophisticated, and its time to reset the conversation." The brand worked with an ensemble cast of athletes and celebrities to help start that conversation.

2016 Mini Cooper Convertible First Drive

Conventional gearhead wisdom says to go for the biggest, most powerful engine. For the first two generations of Mini Convertible, this was a no-brainer. You bought the Cooper S. But as Senior Editor Alex Kierstein argued in our first drive of the Cooper S soft top, the less-powerful Cooper Convertible has an ace up its sleeve: a highly entertaining, three-cylinder, turbocharged engine. After some time behind the wheel, this two-time Mini Cooper S (hardtop) owner is ready to say the Cooper Convertible is the droptop Mini you should buy, full stop. The Cooper's 1.5-liter turbocharged three-cylinder makes just 134 ponies and 162 pound-feet of torque. That's a 55-horsepower deficit and an extra 1.5 seconds, compared to the Cooper S. But who's clocking a Mini Convertible with a stopwatch? The 8.2 seconds it takes to get to 60 mph is perfectly adequate , and the triple's power delivery is addictive. Peak torque comes in at 1,250 rpm, making for effortless acceleration around town. The engine is positively diesel-like in the way it generates twist below 4,000 rpm, and the way it runs out of steam well before its 6,500-rpm redline. But this isn't annoying. There's more than enough torque to make the Cooper's acceleration sprightly around town. Think about it this way: The Cooper S' 2.0-liter turbo has enough power to rescue you from bad driving. But because of the turbo lag and the wheezy top end, the base Cooper forces you to manage your momentum. In that way, it's not unlike the Mazda MX-5, Toyota GT86/Subaru BRZ, and other so-called "momentum cars," that require drivers to maintain speed for a good corner exit. That, friends, is fun. But some of the car's shortcomings are less fun. We praised the triple's "offbeat, enticing growl" in our first drive, but this is still a three-cylinder engine and it vibrates like one. There's a diesel-like clatter from the direct-injection system on cold starts. And when rolling off the line at part throttle, the triple sends a weird vibration right to our hips. It disappears quickly as the speed increases, but the sensation is consistent enough to be annoying. Aside from the interesting powerplant, the best driving goodies aren't reserved only for the Cooper S. Tick the right boxes, and the regular Cooper can fit the adaptive dampers we raved about on the Cooper S first drive – Dynamic Damper Control is a $500 standalone option or included in the $1,750 Sport Package.

Major Alexa deal will bring Amazon services into more cars

Amazon and its personal assistance service Alexa are partnering with HERE Technologies to create a new connected mobility service powerhouse. Alexa will integrate with HERE's navigation and location services to offer what the two companies are calling a "true voice-first-navigation experience." Alexa will come pre-integrated with HERE navigation on-demand, which the automakers can then enable, which should help cut down on development time. One of the biggest features from this partnership is how directions could be offered and delivered using HERE's Open Location Platform (OLP). Currently, the OLP uses data from several car manufacturers to provide insights into real-time location and traffic. But on Alexa, this could be used to provide directional context. For example, Alexa could say, "Turn right after [such-and-such a building]" rather than just, "Turn right." Amazon has been testing the automotive waters throughout the past decade. Its home-based Alexa-enabled devices are already offered with connections to several manufacturers. To various degrees of integration, it can already pair with Ford, Genesis, Toyota, Lexus, Hyundai and BMW vehicles. At the end of 2018, Amazon took things a step further when it introduced the Echo Auto, a Bluetooth-connected Alexa assistant device that can be physically kept in a car. Currently only available by invitation (its production and distribution have been delayed), the $25 device is essentially a voice service that works together with smartphones and connects to a car's speakers. Users can command it to do a variety of things, including playing music, setting navigation, opening the garage door, finding local stores, making calls, setting reminders, and thousands of other "skills." According to The Verge, nearly 1 million people have already ordered the device. Some (well, probably few) may know HERE Technologies from its maps on Windows Phones. We all know how that turned out, though. Today, HERE has expanded into a multi-function suite that is available in multiple mediums, including many automotive applications. HERE Automotive's connected vehicle services include real-time traffic, parking, weather, fuel prices, hazard warnings, traffic sign integration, and even EV charging stations. These all incorporate and extend the use of HERE's location and tracking programming. HERE is already partnered with BMW, Audi, Daimler, Intel, Mobileye, NVIDIA, and has investments from Bosch, Continental and Pioneer.