2023 Mini Cooper 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.

New Mini Cooper only just now being delivered due to EPA certification

The Mini brand and its products have typically been a runaway success for BMW, but sales of the retro hatchback dropped a drastic 20.5 percent last month, and have been doing such pretty much all year.
The reason, according to Jalopnik, is that the new model has been held up due to EPA certification. Mini told our compatriots, "Sales have dropped because our supply has been so limited. MY 2015 Mini Hardtops have also not been able to go on sale pending the final results of federal fuel economy certification."
Mini goes on to clarify that "as of October 1st, three out of the four 2015 Mini Hardtop 2 door models, the Cooper with manual transmission, the Cooper with automatic transmission, and the Cooper S with manual transmission, have been released for retail sales and deliveries."

Mini to offer a double-clutch transmission, but not in U.S.

Mini has padded next year's option sheet with a seven-speed dual-clutch transmission, so long as you're not buying in America. Available for the three-door, five-door, and convertible Mini models using "selected engine types," the DCT will provide a third transmission option after the standard six-speed manual and six-speed Steptronic automatic. Minis fitted the twin-clutch will be known by the meaty new gearshift lever that, BMW style, returns to its central position after the car's put into gear. A button at the top of the lever activates Park. Sensibly, you push the lever forward to downshift, and pull it back to upshift. When a buyer springs for navigation and the DCT, the transmission taps into map routing data and camera images to hone shift programming; the gearbox will downshift early when approaching a turn, or read a series of bends to know when to shift and when to hold steady. Fitted with a crawl function for ease of use in stop-and-go traffic, the DCT additionally supports stop/start, and coasting in Mid and Green driving modes for those times the driver takes his foot off the accelerator. For the time being, though, we're not invited to the party. Mini USA Communications Manager Mariella Kapsaskis told Motor1 that manufacturing the wet-clutch, dual-mass flywheel DCT "takes up lots of capacity." Which is the automaker equivalent of being told, "We're just not that into you right now." We expect that would change at some point; however, some of Mini's most sporting U.S. competitors also don't offer DCTs, so who knows. Related Video: Featured Gallery 2018 Mini Double-Clutch Transmission View 17 Photos Image Credit: Mini MINI Hatchback