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Mini Clubman to get the 'Works,' four-door Hardtop not so much

Performance sub-brands are expanding faster than leftover marshmallow Peeps in a microwave. And Mini's John Cooper Works line is not likely to be an exception. Mini's stand at the New York Auto Show was somewhat low-key, with the debut of the Clubman All4 all-wheel-drive variant on one end and the expected John Cooper Works Convertible on the other. And for the foreseeable future, the Mini lineup will change through redesigns of existing models and the introduction of more derivatives – like a John Cooper Works version of the new Clubman. At least that's what some of Mini's product guys indicated. "The Works is always our top model. John Cooper Works is not just limited to small cars, it's also for compact cars," said Ralph Mahler, Mini's head product manager, in an interview with Autoblog at the New York Auto Show. "Therefore, I wouldn't see anything against bringing the Works to the Clubman. I think it would be a perfect match." Though one was offered in the last generation, a Works model may seem at odds with the new Clubman's mission, as the company has spent considerable effort pitching it as the grown-up Mini, something to rival premium-branded compacts. Yet Mahler sees a possible Works Clubman as the ultimate in the lineup and an exclusive model, especially since he said take rate for the rest of the Works Minis is around 5 percent. Patrick McKenna, Head of Product Planning at Mini USA, said that since the Clubman went on sale early this year, ordering has included mostly highly optioned models, and customers are notably cross-shopping the Audi A3. Loaded up, a Clubman Cooper S All4 pushes past the $45,000 mark. Currently, the most powerful Cooper S produces 189 horsepower from its 2.0-liter turbo four. That's more power than a front-drive A3 1.8T, but less than the A3 2.0T Quattro – and way less than a cheaper Volkswagen Golf GTI. Consider that the engine in the just-released John Cooper Works Convertible produces 30 more horses than the one in the Cooper S and a Works Clubman starts to make more sense. Strangely, the four-door Mini Hardtop, released last year, doesn't appear to be destined for the Works treatment. McKenna said the four-door will continue to offer special appearance packages that offer Works-like touches and offer dealer-installed accessories such as exhausts and horsepower increases.

2023 Mini Convertible Seaside Edition touts 30 years of Mini soft tops

There have been specialty vehicle shops creating convertible Minis since the 1960s. Heinz had Crayford Convertibles make 57 Mini droptops as part of a competition in 1966. But Mini didn't produce a factory-backed convertible until 1993, when parent company Rover sent cars to one of its German dealers that had already been producing its own soft tops for two years. BMW wouldn't buy Rover until 1994. That hasn't stopped the Munich firm from celebrating the 30th anniversary of the first official Mini 'drophead' with this, the 2023 Mini Convertible Seaside Edition. If you like your special editions to scream about their special-edition-ness, this one's for you — it's awash in graphics. Outside, the front bumper gets the special multihued blue graphic featuring a stylized number 30 created for this model. That graphic appears again on the side vent along with the word "Seaside" in orange. A twin coach line runs from that vent to the rear. The word Seaside appears again next to the passenger's side brake light, and yet again on the door sills with the twin pinstripe. The center caps? They say Mini. But they get the 30 graphic, and a newly available 18-inch wheel design meant to be "reminiscent of pulsating waves in the water." Even the key gets the special edition treatment as half of the fob is a deep blue, reworked into a thalassic-themed bit of sculpture that has the word Seaside hidden behind it. Inside the Carbon Black leather interior, Seaside shows up in orange on the sport steering wheel. The 30 graphic's been embossed into the instrument panel, accompanying the words "30 years of convertible" on the passenger's side. And a badge with the graphic adorns the floor mats,   The 2023 Mini Convertible Seaside Edition will be available from February of next year on the Cooper and Cooper S, and can be optioned in Nanuq White or Caribbean Aqua. 

Street Glory Mappers turning cars into dynamic billboards like this

A French marketing firm with the impenetrable name of Street Glory Mappers is literally turning cars into billboards. Of course, we've all seen vehicles painted up for promotional use, but this company is taking that concept even further by including video.
Street Glory Mappers equips the vehicles with a large video screen behind the windshield to play whatever is being advertised. According to the company's promo, it may even be possibly to sync up the vehicle's lights with the show, as well. The firm claims that it's a great form of temporary, mobile marketing because the car can arrive at the location, play the video and then go away when the prospective audience leaves.
While it doesn't necessarily seem any more effective than other forms of advertising, the firm's idea is at least unobtrusive. After all, it's easier to ignore a stationary car than a person handing out flyers. However, vehicle flashing its lights and playing video could certainly distract other drivers.