PressClub Middle East · Article.
Test Driving the MINI Brand.
Tue Oct 16 11:00:00 CEST 2001 Press Release
BMW Group Importers gear up for the all-new MINI Cooper.
Press Contact.
Leanne Blanckenberg
BMW Group
Tel: +971-4-3132-615
Fax: +971-4-3300-120
send an e-mail
Author.
Leanne Blanckenberg
BMW Group
BMW Group Importers gear up for the all-new MINI Cooper. MINI proved a
big hit with Middle East BMW Group Importers when they recently got
together for their first look at the MINI Cooper at a regional training
course in Dubai. It was love at first sight at the funky Sho Chos
venue as BMW Group Importers and regional employees swapped their
showrooms and offices for the swish Sushi Bar where a three-day
training course mixed education with the MINI way of doing things.
The MINI phenomenon is turning heads on the roads throughout Europe and
these are some of the comments from importers on meeting the all-new
MINI Cooper: "This is truly a sensational car which we can't wait
to sell. It allows us to attract a new and younger type of
customer." "This car is wow - it is cheeky and fun, with a
whole lot of attitude. It says, Drive Me." "I couldn't stop
smiling on seeing the new MINI, I fell in love immediately."
"It is a dream come true to have all the safety features you need
in a car to be in MINI. The cute looks make it a car you almost want to
cuddle and makes you fall in love with it at first sight."
Commenting on MINI, Robert Bailey-McEwan, Managing Director of the BMW
Group Middle East said: "Our importers are extremely enthusiastic
to add the MINI brand to their existing BMW portfolio, which opens up a
new sector of business, especially amongst the youth market to which
this unique car is particularly appealing." "The new MINI is
more than just a car; it has real personality and is a car for people
with a passion for life. It unites classes, countries and
generations." Bailey-McEwan added that the new MINI will be sold
out of a dedicated showroom alongside existing BMW showrooms, focusing
on the MINI as a premium brand in the small car sector. The MINI
Cooper will be available across the Middle East in the first quarter of
2002 MINI is a unique brand within the BMW Group sold worldwide, and is
built at the BMW Group Plant in Oxford, Great Britain, according to the
principles and quality requirements of BMW Group production. So if you
believe in love, be ready to be a part of the MINI revolution! -
Ends -