BMW 2002 Annual Report Download - page 163
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31
MINI
is on track.Following the launch of the
MINI
One
and
MINI
Cooper in Germany in 2001, the two
models are joined by the
MINI
Cooper S in June 2002.
MINI
dealers are working flat out. Everyone wants a
MINI.
MINI
s sitting in car parks are a real magnet,
drawing large crowds in no time at all. Fingerprints
on paintwork and windows show that people need
to feel and touch the MINI. Owners turn into ambas-
sadors for the MINI, fielding questions about vehicle
details. Unusual marketing activities underscore what
the MINI is about: MINI = fresh and unconventional.
MINI in the land of the rising sun. Japan, 2 March
2002 the best date on which to launch the MINI in
Japan, because 2 March can be said as MI-NI in
Japanese. The MINI models are welcomed
enthusi-
astically. Showrooms are forced to close their doors
during the first days because of overcrowding.
People
pack
around the vehicles on display. Those
who cant get in wait patiently outside. The
MINI
is a winner. It puts people under a spell. The oldest
Japanese
MINI
owner is a proud 81. She drives a
red MINI Cooper. Its plain to see: the MINI is a time-
less original.
Mission MINI fiction becomes reality. June 2002:
Mission
MINI
begins. Best-selling author Val McDermid
writes a short detective novel with an open ending.
The story: in a mysterious art theft, collages by New
York artist Peter Halley disappear from a gallery in
Barcelona. The unsolved detective story plays out in
reality. Ads appear in magazines and on the Internet
recruiting private eyes willing to team up with
MINI
to hunt down the culprits and return the collages to
the gallery.
Barcelona, November 2002: 84 amateur sleuths
from 17 countries form 21 teams to investigate the
Mission MINI crime scene.They do the legwork, visit
the scenes of the crime, analysing and evaluating
evidence and clues. Quizzing witnesses and in-
formants. Driving a
MINI
Cooper S, the detectives
hunt down the criminals through the streets and
alleys of Gaudis home town. After 36 hours the team
from Germany has solved the case. The progress
and conclusion of the hunt winds up the detective
story originally left unsolved by the author. Mission
MINI: fiction becomes reality.