MINI Pulls Defy Labels Campaign (#DefyLabels)

MINI Pulls Defy Labels Campaign (#DefyLabels)
It was this time last year when we first met “Defy Labels”. The campaign by MINIUSA was a highlight in their marketing. Featuring celebrities, athletes, MINI owners and more, the minds at MINI and Butler, Shine, Stern & Partners (MINIUSA’s creative agency) put together an impressive package of materials ahead of Super Bowl 50. Defy Labels – Super Bowl Round one... Read More

Serena Williams – MINI Icon Wins 7th Australian Open

Serena Williams – MINI Icon Wins 7th Australian Open
Featured in multiple MINI ads and events, tennis superstar Serena Williams has taken home an impressive 7th win in Melbourne. Williams has become almost as synonymous with the MINI brand as long time Countryman driver Tony Hawk. Last year she was featured in an advertising campaign featuring various celebrity icons and MINI owners that became a Super Bowl favorite. Serena Williams... Read More

MINI JCW Team Ready For Daytona – P3 On The Grid

MINI JCW Team Ready For Daytona – P3 On The Grid
With four practice sessions and qualifying complete at the Daytona International Speedway, the only team racing under the MINI label again is ready to take on their second full season of Street Tuner competition. Ready for Daytona, and what’s technically their third season of IMSA racing, the MINI JCW Team returns with three entries ready to compete in 2017. Mat Pombo... Read More

Dakar 2017 – Stage 10 – Disastrous Setback

Dakar 2017 – Stage 10 – Disastrous Setback
MINI John Cooper Works Rally and All4 racing has returned to Dakar after another canceled stage. The day’s route from Chilecito – San Juan was 751 km of mud and mess. Recent monsoon like weather has all but illiminated passable routes through the South American rally. Yawed Al Rajhi and Timo Gottschalk in their MINI John Cooper Works Rally challenged frontrunners and finished 4th... Read More

Dakar 2017 – Stage 8 – Weather Woes

Dakar 2017 – Stage 8 – Weather Woes
Stage eight of the 2017 Dakar Rally continues to pressure both competitors and official with weather related challenges. Today’s route from Uyuni, Bolivia to Salta, Argentina began by cutting 73km from the beginning of the route due to mudslides. Later, race organizers were forced to shorten the end point when they learned the road to Salta was impassable. In addition, stage... Read More

Dakar 2017 – Stage 7 – Weekend Roundup

Dakar 2017 – Stage 7 – Weekend Roundup
After two days off, Dakar returns to racing with stage 7 and an alternate route to make up for missed portions of stage 6. Stage 6 was canceled by officials after multiple teams faced difficulty transiting to that stage start point due to a flooded route. The route from La Paz to Uyuni covered 622 km of mostly sandy terrain. Mikko... Read More

Dakar 2017 – Stage 5 – Rain Shortened And Lost

Dakar 2017 – Stage 5 – Rain Shortened And Lost
In a rain shortened stage from Tupiza to Oruro, Bolivia, multiple MINI teams struggled to maintain a high finishing position. The scheduled route of 692km was reduced to only 219 after race officials decided the planned route was impassable. Yazeed Al-Rajhi did return to competition after yesterday’s withdrawal, but his scoring is still subject to an appeal from Dakar. Over a dozen competitors... Read More

Dakar 2017 – Menzies Out Of MINI JCW Rally

Dakar 2017 – Menzies Out Of MINI JCW Rally
Team X-Raid and MINI are excited bring the new MINI John Cooper Works Rally to South America for the 2017 Dakar Rally. Unfortunately the much-anticipated pair of American driver Bryce Menzies and co-driver Peter Mortensen will not be competing. Menzies has had a successful early career in off-road racing. One that should continue to grow driving under the Red Bull label. To... Read More

Top Safety Pick For MINI Hardtop

Top Safety Pick For MINI Hardtop
The Insurance Institute for Highway Safety just released their 2017 Top Safety Pick ratings and MINI makes the list. This year a new rating has been added; Top Safety Pick+. The new label includes new testing on improved vehicle headlights. The standard halogen headlights on the MINI Hardtop did not meet the requirements. To qualify for 2017 TOP SAFETY PICK, a vehicle... Read More

New MINI John Cooper Works Rally Ready For Dakar

New MINI John Cooper Works Rally Ready For Dakar
  Team X-Raid and the new MINI John Cooper Works Rally are ready for Dakar. The three car team will take on the nearly 9,000km race through South America. The event begins in Asunción, Paraguay and finishes 12 stages later in Buenos Aires. MINI John Cooper Works Rally Mikko Hirvonen (FIN), took fourth place overall in the 2016 Dakar. He races again with co-pilot Michel Périn (FRA). 3-Time... Read More