OPENING DOORS.

MINI. THE NEXT CHAPTER.

IMDE. Stockholm 2015

October 2015

MINI IS A CUSTOMER CENTRIC BUSINESS.

BRAND.
PRODUCT.
PEOPLE.
CUSTOMER.

2001 2015
THE WORLD HAS CHANGED.

WE HAVENT EVOLVED.
2001 2015.

MINI NEEDS TO CHANGE.

BEING A TRENDSETTER BRAND ONCE AGAIN.

Innovators

Early adopters

INFLUENCERS

Early majority

Late majority

Laggards

MAIN
STREAM

OUR TARGET GROUP HAS CHANGED.

2001 2015.

IRONY

MEANING

OUR TARGET AUDIENCE.

THEIR VALUES AND EXPECTATIONS.

MINI HAS EVERYTHING TO APPEAL. IN OUR DNA.

AUTHENTIC

COMMUNITY

INDIVIDUAL

DESIGN

OUR 5 SUPERHEROES.
GIVING EACH MINI ITS OWN IDENTITY.

MINI CLUBMAN. F54.

Mood world

Visual language

MINI CONVERTIBLE. F57.

Mood world

Visual language

MINI HATCH. F55/F56.

Mood world

Visual language

PRESENT & FUTURE.

TODAY

ONLY MINI CAN DO STILL STANDS.

BRITISHNESS.
AND BEING IRREVERENT.

MINI HQ AND MINI CENTRES.

ONE VOICE.

NEW CI. MARKETING AND COMMUNICATIONS.

TIMINGS AND ROLLOUT.

CLUBMAN.
CONVERTIBLE.
HATCH.
COUNTRYMAN.
OTHER BUSINESS AREAS.
QUARTER 2 2016.

OPENING DOORS.
NEW MINI CI. RETAILER PROPOSAL.
IMDE. Stockholm 2015

October 2015

INITIAL TASK.
Munich central briefing on new MINI CI proposal, July 2015
Development of UK specific CI strategy in line with retailer
commitment:
Profitability
Simplicity
Partnership
Introduction of new MINI CI in late 2015
Alongside new launch elements for F54 Clubman

INITIAL CI PROPOSALS. OCS.

PROPOSED NEW CI

CURRENT CI OCS

INITIAL CI PROPOSALS. ICS.

PROPOSED NEW CI

CURRENT CI ICS

DEVELOPMENT OF UK PROPOSAL.
Feature

Munich Proposal

UK Proposal

External Screens

External high-vis screen

(3m2) with moving
images

To delete due to retailer invest & UK

planning / highway restriction issues

Fibre Glass MINI

Remove

Keep to aid visibility & brand awareness.

To consider future body colour options

Frames

Removal of all external/

internal frames

Option to remove / keep external frames

If kept, then recolour to white

Signage

Proposal for
black / white mix

White signage with new font & logo for all

ICS/OCS elements

MINI Hub

Removal of illuminated
frame

Keep frame but retrofit illuminated acrylic to

white (illuminated). Re-upholster seating

JCW Elements

Removal of red frame/

elements

Retain red frame / elements to reflect JCW

brand

Floor/ceiling tiles

To remain as per current MINI CI

CURRENT STATUS.
In final approval stage for new MINI CI elements (UK version)
Involvement, at initial stage, of parties (architects, suppliers) to prevent
current project overspend, if possible
Proposals shared with retailers in development
Developing UK local supply model
Developed retro-fit CI options, to minimise retailer disruption
Development of MINI UK facility funding packages for key CI elements.
For retailers already invested in current CI.
Planned retailer consultation for recently completed projects
Two UK retailer pilots in completion stages:
MINI Tamworth (full retailer, Sytner Group)
MINI Caf Bar (Stratstone Leeds)

PROJECT: MINI TAMWORTH

PROJECT: MINI TAMWORTH.

Working with Sytner Group, developed a pilot project MINI Tamworth
Combined retailer / manufacturer approach
Using existing agreed floor plan, adapted in line with new
MINI CI proposals
No additional requirements vs current contractual Retail
Standards
Due to open early November 2015

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI CAFE BAR. STRASTONE LEEDS.

PROJECT: MINI CAF BAR. LEEDS.

NEXT STEPS.

KEY MESSAGES AND NEXT STEPS.

Implementation timescale:
Rolling launch from 2015
New CI mandatory in 2023 (in line with 2018 UK
Retailer Contract)
Those not yet invested in current CI, still to
complete invest by end 2016
Retailer consultation for those having recently completed current CI investment
Communication of facility funding packages for those already invested in current CI
Retailer open days at MINI Tamworth, November 2 & 3. Further details to follow.

THANK YOU.