BMW CANADA NAMES TAXI OF TORONTO AS ITS ADVERTISING AGENCY FOR MINI

BMW Canada announced today that it has named TAXI as its advertising agency for
the Company's new MINI brand.

The MINI COOPER is the first all new product shown from the MINI brand since
its inception in 1959 and represents a total redesign for the automotive icon.
"It has been over twenty years since the Mini has been sold in Canada, so it is
absolutely essential that we partner with an agency that has a very strong
history of brand-building," explains Rob Van Shaik, Special Projects Manager
responsible for MINI in Canada.

The highly-coveted MINI account fits well with TAXI's position as a specialist
in brand creation and rejuvenation. TAXI of Toronto convinced the MINI Team of
their capabilities by demonstrating their commitment and talent with edgy
creative and confidence. "We want to introduce the MINI to Canadian consumers
with a campaign designed to attract a maxi response," comments Manfred Braunl,
Marketing Manager for the BMW and MINI brands in Canada. "Based on TAXI's past
and current successes, we are convinced that they will deliver the campaign we
are looking for."

Founded in 1992, TAXI has succeeded in landing very high-profile accounts
including Town Shoes, Covenant House, Molson Responsible Use, Rickards Red,
Viagra, and most notably, Clearnet Communications. TAXI has also managed to
bring home awards from the Cannes International Advertising Festival (Covenant
House), the London International Advertising Awards and D & AD (Salon
Selectives).

"We are extremely enthusiastic about working on the MINI account and taking on
the challenges associated with introducing a new car brand to the Canadian
market," explains Paul Lavoie, President and Creative Director, Advertising for
TAXI. "TAXI's dedication to alternative creative and its experience in brand
launching will make this campaign exciting, unique and very MINI."

Cundari Integrated Advertising will remain the agency of record for BMW Canada
Inc. "Cundari has been BMW's AOR over 5 years," explains Mr. Braunl. "The
decision to choose a different agency for MINI is based on the fact that we
want a radically different approach for our two radically different brands. We
have always been extremely pleased with Cundari's work - so much so that we
have just extended our contract with them. There is no question that BMW now
has the two best agencies in the country working with us."

"We think the decision to use two separate agencies is a good one for BMW and
MINI. Over the last 5 years we've worked closely with BMW to repeatedly break
year over year sales records and are looking forward to continuing this trend
well into the future. We welcome TAXI to the BMW team," explains Aldo Cundari,
C.E.O., Cundari Integrated Advertising.

MINI is a unique, independent brand within the BMW Group. MINI, along with BMW
and Rolls Royce, forms BMW Group's three-pillar premium product brand strategy.
MINI will be built at the BMW Group's state-of-the-art Oxford plant in the UK
to the company's exceptional quality standards. The MINI COOPER and COOPER S
will go on sale in Canada during the first quarter of 2002.

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