MINI On-Sale Weekend Proves a Smash Hit

WOODCLIFF LAKE, N.J., March 25 -- 'MINI Mania' took hold throughout the U.S. this weekend with the launch of the all-new MINI Cooper and MINI Cooper S. MINI dealers across the country held celebratory events for the return of a legendary automotive name to American shores and reported over 50,000 people attending.

Highlights of the weekend included:

* MINI of Palm Beach where customers arrived as early as 4:30 AM to be first for test-drives. * Niello MINI -- Sacramento, CA. People spent the night in cars in order to be the first in line. Buyers at the dealership ranged between 23 and 60 years old. * Over 300 people showed up at MINI of Manhattan where test-drives continued well into the evening. * The truck delivering the first MINIs to MINI of Las Vegas was met be a cheering throng of prospective customers. * The American Heart Association had a silver MINI Cooper lead its marathon race through downtown Cincinnati. * Motorwerks MINI of Ohio opened its mall location at the Southdale Center. Their test drive Cooper S logged 317 miles in prospective customers' hands. * MINI's MotoringGear(TM) line also proved a smash-hit, with dealers each selling thousands of dollars worth of merchandise and clothing. In addition to the MINI Cuckoo Clock, popular items included a chamois jacket, a suntan T, and a special edition commemorative numbered tee shirt.

Anecdotal reports from dealers were:

* 8 out of 10 customers ordered at least one item from MINI's motoring accessories. * 7 out of 10 paid cash for their car. * 9 out of 10 of stated that their top three reasons for buying a MINI were the thrilling driving experience, styling, and individuality.

Many lucky attendees were picking up the keys this weekend. An excited MINI fan at one dealer event said, ``I've been following the reintroduction of MINI for a while now and I was thrilled to learn I was able to pick up my car on launch day. This is such a beautiful car to look at and a great car to drive. My friends are so jealous.''

Many of the parties were attended by the local Mini Owners' club, and Debbie Franks of the East Coast Mini Club said, ``MINI has been away from the U.S. for too long. We are so happy that the new MINI Cooper is back in the U.S. -- and it's just as much fun to drive as the classic Mini.''

MINI in the United States

MINI will be sold in the US from March 22 via a separate retail network comprised of approximately 70 dealerships. Each MINI dealer will have a sales environment and staffing exclusively dedicated to the franchise. MINI will be represented in the U.S. by the MINI Cooper and MINI Cooper S, with MSRP of $16,850 and $19,850 respectively, including destination. Sales of 100,000 units a year are expected worldwide when full production has been reached. The US market is expected to commence at 20,000 units in the first full sales year.