2014 Mini Paceman Cooper S on 2040-cars

Auto blog

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.

BMW, Mini recall nearly every PHEV model built in 2020 due to fire risk

BMW is recalling a majority of the plug-in hybrid models it built in 2020 because their battery pack poses a fire risk. That's 4,509 vehicles covered by the campaign in the United States, including some made by Mini. The list of cars affected by this voluntary recall includes 2020 and 2021 examples of the 530e, the X3 xDrive30e, and the Mini Countryman SE, coupe and convertible variants of the 2020 i8, as well as the 330e (pictured), the 745Le xDrive, and the X5 xDrive45e from the 2021 model year. All are equipped with a lithium-ion battery pack whose cells might have been contaminated by debris during the manufacturing process, according to a recall notice issued by the National Highway Traffic Safety Administration (NHTSA). BMW hasn't revealed what exactly found its way into the Samsung-built battery pack's cells, or how, but it pointed out the debris can cause a short-circuit, which increases the risk of fires and injuries. It added that it became aware of the problem after four gasoline-electric X5s experienced what it refers to as a thermal incident.  Engineers are currently developing a remedy to the problem. Until a solution is found, BMW is asking owners of affected cars not to charge the battery pack, not to drive in manual mode, not to engage sport mode, and not to use the shift paddles. It expects to begin fixing cars affected by the recall on November 23, 2020. 26,700 cars manufactured between January 20 and September 28, 2020, are part of the recall globally. Outside of the United States, BMW also sells plug-in variants of the X1, the X2, and the 2 Series Active Tourer. It has been a bad month for electrified cars. Ford delayed its Escape PHEV after a recall of its Kuga twin in Europe over fire risk. U.S. safety officials are reviewing reports of fires in the Chevy Bolt EV, and Hyundai has expanded a recall of the Kona EV. Featured Gallery 2021 BMW 330e View 14 Photos Green Recalls BMW MINI Hybrid

Mini battling sales slump again, is it becoming cliche?

Things aren't looking good for Mini this year. The diminutive BMW brand has shown falling sales every month in 2014 in our By the Numbers wrap-ups. If that weren't bad enough, the latest Cooper Hardtop suffered fuel economy issues upon arriving to the US. First, there was a delay getting some versions certified, and then several models had to have their miles-per-gallon ratings revised.
According to Automotive News, the brand's sales are down about 20 percent for the year through October, despite hitting a record 66,502 vehicles in the US for 2013. For their part, Mini execs attribute much of that drop due to constricted supply. However, with the new-generation three-door Cooper finally on sale and the five-door coming at the end of the year, there might be room to bounce back some in the final months of 2014. "We are starting to claw back our way a little bit. It will be an uphill battle," said David Duncan, vice president of Mini of the Americas, to Automotive News. "We will not get back to where we would be even year over year. It should be a lower decrease than it is so far."
AutoTrader Senior Analyst Michelle Krebs reminds Autoblog that external factors aren't helping the brand's sales either. For one, there's "a direct correlation exists between falling gas prices and lower small car sales," she said, and the average price per gallon is now $2.94, according to the US Energy Information Administration. Also, the booming popularity of small crossovers is eating into the compact car market. Mini has its Countryman model, but the trend could be hurting the rest of its lineup. "Mini was fresh, new, unique and stylish, but fashions change and fashion-conscious buyers are fickle. They move on to the next thing," Krebs said.