2017 Mini Cooper S 2-door Hatchback 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.

Volvo leads and Mini fails in JD Power's Tech Experience Index

New cars are basically rolling computers. Everything from the engine to the infotainment runs on a series of ones and zeros, and a lot of that technology requires input from the driver. So it's no surprise that JD Power has a study designed specifically to discern which bits of tech drivers love and which bits they loathe. "New technology continues to be a primary factor in the vehicle purchase decision," says JD Power's Kristin Kolodge, executive director of driver interaction & human machine interface research. "However, it’s critical for automakers to offer features that owners find intuitive and reliable. The user experience plays a major role in whether an owner will use the technology on a regular basis or abandon it and feel like they wasted their money." The J.D. Power 2020 U.S. Tech Experience Index (TXI) Study found that Volvo owners are happiest with the technology packed inside their vehicles, followed by BMW and Cadillac, all brands that JD Power classifies as premium. The highest-rated mainstream brand is Hyundai, followed by Subaru and Kia. As was the case with the organization's Initial Quality and APEAL studies, Tesla's numbers aren't officially included because they are the only automaker that has not granted JD Power approval to contact its owners in states that require it. Tesla's projected score of 593 would have put it in second place, right behind Volvo's score of 617. The lowest-ranked brand in the TXI Study is Mini, with Porsche right behind. Diving a little bit deeper, JD Power's findings suggest that the technologies new car buyers care most about are related to helping them see their surroundings better. Camera systems, including rear-view mirror cameras and ground-view cameras, scored highest in five of the six satisfaction attributes measured in the study. The technology that owners could really do without? Gesture controls. Owners who answered JD Power's survey say they don't use gesture controls much at all after initially trying them, and they don't really care if their next vehicle has them. We have to wonder if those responses might be what kept BMW out of the top spot. The TXI Study also found that owners are split on automated driving helpers, like lane-keeping assist and automatic emergency braking. JD Power suggests that owners may need more training on those systems before they learn to trust them. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences.

The electric Mini SE crushes its EPA range estimate in our real-world test

The range meter of my fully charged 2020 Mini Cooper SE reads 110 miles as I fasten my seatbelt, which is hardly a surprise because that number matches the official EPA-certified range of this all-new electric car. But then I turn on the climate control system, at which point the range prediction promptly falls to 103 miles. “Uh-oh. This could get interesting,” I say to myself. My range test course, you see, is a vast loop that measures about 105 miles around. I donÂ’t really think IÂ’ll end up walking, though. I remind myself that most electric cars IÂ’ve tested — the Porsche Taycan among them — routinely outperform their rated range. But “most” is the operative word in this train of thought, so I ease out of my driveway to begin the test under a tiny cloud of uncertainty. Will the Mini Cooper SE prove to be one of the outliers? Will I encounter any low battery warnings? All will become clear in the next three and half hours. None of my initial hand-wringing should be taken to mean the MiniÂ’s rated range of 110 miles is somehow insufficient. ItÂ’s not, in my view. The length of my course has no special meaning. It doesnÂ’t represent the “right” number of miles. How the test was run My loop in Orange County, Calif., represents what I call typical suburban city driving. ItÂ’s not as dense as the notorious gridlocked areas found in West Los Angeles or certain big-city downtown environs, so itÂ’s applicable to the vast majority of drivers. It features suburban residential and arterial streets, with speed limits that range from 25 mph to as much as 60 mph. But thereÂ’s no pure freeway mileage, and the entire route is peppered with more than 310 signals. As for elevation, it ranges from sea level to just over 600 feet. I run with the automatic climate control system set within the range of 72 to 75 degrees, aiming to settle on one specific setting throughout that delivers adequate comfort. IÂ’ll try whatever Eco drive mode there is, but if throttle response is anemic IÂ’ll use the normal setting. Here, the default mode is the “green” mode, and IÂ’m sticking with it because the SEÂ’s driveability is totally agreeable. As for speed, IÂ’m running mid-pack between the leadfoots and the slowpokes. I wonÂ’t try to out-drag anyone leaving signals, and I look far enough ahead that I can choose the best lane and anticipate when the next signal is going to change. In short, IÂ’m aiming to land halfway between hypermiling and hyperactive.