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Press Release


MINI USA Launches Redesigned Website

  • 08.11.2013
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New Design Enhances How Users Explore, Shop and Share


Woodcliff Lake, NJ – November 8, 2013…Whether you’re shopping for a new MINI, customizing your future MINI or looking to share your motoring experiences with other MINI owners, the new redesigned MINIUSA.com web site is the place for you! The first redesign of the site in more than five years promises to deliver an easy to use, interactive experience for both current and future MINI owners.


The site, which sees an average of 900,000 visits per month, was redesigned on a new platform to not only increase operational efficiency but also to serve as the digital hub for all things MINI in the United States. It’s also fully responsive, ensuring design, content and functionality are optimized regardless of whether the user is visiting from a desktop, tablet or smartphone.


A clean and organized navigation structure allows visitors to more easily find what they’re searching for and provides new ways to share photos, video, and social content. The redesigned site also allows for flexible content sharing capabilities and enhanced consistency across MINI USA’s entire dealer website network, creating a premium digital experience for current and future MINI owners.


“We know that our owners are very connected so making the new site consistent and easy to use across all digital platforms was a big part of this redesign,” said Tom Salkowsky, Department Head, MINI USA Marketing. “We also know that our owners are all about customizing their MINIs and engaging with other owners, so visitors to the site will see significant enhancements to our configurator and our social sharing capabilities.”


Visitors to the site looking to buy or test drive a new MINI will find new easy to use “Get a Quote” and “Schedule a Test Drive” forms.  Before motoring to the dealership, visitors can use the newly optimized configurator to build their own customized MINI by tapping into the more than 10 million different ways to “you-ify” their dream ride.


MINI USA partnered with their digital agency BEAM on the redesign. According to partner and ECD Birch Norton “The challenge, as always, was to make the experience simpler and more MINI. This meant a flatter, more accessible design with fewer clicks, and more room for robust stories showing how MINIs stack up to the competition and fit into the lives of their passionate owners. With this new platform MINI is poised to engage its diverse audiences and sell MINIs in even smarter, delightfully surprising ways.”


The optimized configurator is an important enhancement to the site given the fact that today more than 30 percent of MINI’s seven models are built to order by enthusiastic owners who are willing to wait close to six weeks for delivery.  In fact, MINIUSA.com generates more than 6,000 saved configurations per month, and of those that become leads, 39% result in a sale.


Don’t be antisocial! Go to www.MINIUSA.com now to check out the site for yourself and share your MINI photos, videos and motoring experiences with the rest of the MINI community!


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.


If you have any questions regarding this press release, please contact:

BMW Group
Nathalie Bauters

Tel.: +1-201-930-3166
E-mail: nathalie.bauters@miniusa.com

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