MotoringFile MINI Marketing the Manual

Here at MotoringFile, we’ve held one consistent point of view when it comes to manual transmissions in MINIs: they’re a must. Sure, some people need an auto, but they’re sacrificing a lot of the car’s character in our opinion. Trouble is, a lot of people, especially here in America, don’t know how to drive a stick. So MINI USA and it’s agency BSSP, in typical cheeky fashion, are encouraging people to go manual.



And yes it’s a brazen move. But it’s inline with how the brand speaks and a completely own-able point of view. And others are noticing. Karl Greenburg over at MediaPost put out a survey asking what brand his readers thought would have “the audacity” to create a whole marketing campaign just around the manual transmission.

BMW and MINI remain one of the few auto makers committed to making a manual transmission available in their vehicles. Not simply as the economy option for those who can’t afford the auto, but as a performance option for those who want to get the most out of their driving experience. Greenburg mentions the Countryman, which is actually the only AWD crossover in the US market right now that gets better than 30 mpg, costs less than $40k, and has an available manual transmission.

We’ve said it before, and we’re going to keep saying it. If you want to get the most out of your MINI, opt for the stick. Yes the speed and efficiency argument only works when you’re talking about MINI’s out-dated torque converter auto. And when the a DCT becomes an option in the near future the manual will lose on both fronts. But to us it’s not about numbers with a manual. It’s about feel and control and that extra dimension of driving pleasure you don’t get with paddles behind the wheels (all things at the core of the MINI DNA). So it’s great to see that MINI agrees and the press is taking notice. Well done BSSP. This is some of the best work MINI has seen in years.

Check out Greenburg’s full article over at MediaPost, and give BSSP a visit to see their thoughts on the campaign.

Source - MotoringFile

 

MINI is now offering a $500 discount off MSRP for manuals. The offer applies to the MINI Clubman, Convertible, and Hardtop. (Sorry, the Countryman isn't included.) The discount is available through August 31, so if you're still looking for a summer ride -- or maybe the perfect off-to-college car for your kid --act quickly.

If you purchase one for someone else, MINI will surely thank you for passing on the stick-shift tradition. Remember, though: you'll be on the hook for teaching the recipient how to drive that thing. And sadly, teaching a manual isn't nearly as much fun as driving one yourself.