College sophomore Alex Coyle will unveil her “MINI Originals”
design at the New York International Auto Show next week
Woodcliff Lake, NJ – April 8, 2014… The wait is over!
The MINI community voted Alex Coyle’s “DeLux” as their favorite “MINI
Originals” design package. Part of the larger Final
Test Test Drives contest designed to support the launch of the
new MINI Hardtop, Alex Coyle’s blacklight-influenced MINI Hardtop was
voted number one by the MINI community over nine other unique
owner-developed design packages. A limited number of vehicles (up to
56) with Coyle’s “DeLux” package will be available for order on
MINIUSA.com and through MINI dealerships across the country beginning
next week through 2014.
MINI USA’s Final Test Test Drives contest kicked off in November and
asked past and present MINI owners to submit a video or photo about
what features of the new MINI Hardtop they were most revved up about
testing before the third generation of the iconic MINI arrives at
dealerships this spring. The initiative is the centerpiece of an
integrated marketing campaign created by MINI's long-time agency BSSP.
Following more than 800 submissions, nine winners and a “fan
favorite” voted on by the MINI community were selected to have their
test drives brought to life by MINI and captured on video.
The ten winners then had a chance to sit with an illustrator and
create their very own unique MINI design and options package.
“MINI has always been and will continue to be about embracing and
engaging our owners and keeping them at the center of our thinking and
actions,” said Tom Salkowsky, Department Head, MINI Marketing. “The
Final Test Test Drives program is another example of that engagement
and we are thrilled to announce Alex’s winning design as well as thank
the other nine owners for their unwavering support and participation.”
Alex Coyle’s “DeLux” design package won the hearts and minds of the
tightly knit MINI community and helped her Motor straight into MINI
folklore. Coyle, a sophomore studying creative advertising and
photography at Virginia Commonwealth University in Richmond, VA, was
inspired by light and designed her “MINI Originals” package to stand
out at night.
“‘Lux’ is the root meaning of ‘light,’” explains Coyle. “After I went
through all the options I had available to customize the car I went
for all the bells and whistles and created what I call a “Deluxe”
model. The result was ‘DeLux’”.
To view Alex’s design, along with the nine other “MINI Originals” and
their test drive videos please visit MINIFTTD.com. Alex Coyle’s
“DeLux” MINI Hardtop will be on display at the New York International
Auto Show beginning on the first Press Preview Day on April 16th and
through the remainder of the show until April 27th.
About MINI in the US MINI is an independent brand of the BMW Group. In the United
States, MINI USA operates as a business unit of BMW of North America,
LLC, located in Woodcliff Lake, New Jersey and includes the marketing
and sales organizations for the MINI brand. The MINI USA sales
organization is represented in the U.S. through a network of 119 MINI
passenger car dealers in 38 states. MINI USA began selling vehicles in
the U.S. in 2002 with the introduction of the MINI Cooper and MINI
Cooper S Hardtops. Since then, the MINI Brand in the U.S. has grown to
encompass a model range of seven unique vehicles.
Journalist notes: Media information about MINI and
its products is available to journalists on-line at www.miniusanews.com.
Consumer information about MINI products is available via the
internet at: www.MINIUSA.com.