That’s the rather excellent, and also quite true quote that leads an article on the MINI “brand” focused around an interview with Kay Segler, Global Marketing Director of MINI, appearing in the Globe and Mail.

In the interview he speaks about the Rover “experience” from which those involved with MINI had “learned to be humble from”. It’s a fairly broad reaching article, focusing heavily on the concept and realisation of the MINI brand, and what that means to Kay and others at MINI HQ.

Certainly worthy of a read, you’ll find it on the Globe and Mail website.

Remaining in the Canadian media, if you’re also looking for a nice, ego boosting review of the MINI Cooper S pitted against the Volvo C30 and VW Golf, then you should check out this article on Driving.ca, in which author Paul Byrne concludes:

However, if performance and a thrill ride are your objectives, then the Cooper S stands out from the others. It also offers the best handling and fuel economy of the trio.

To us at MINI2, that “thrill ride” is every bit as important as the brand image. As nice as many of the MINI branded accessories and products may be, you only get that thrill when you’re behind the wheel on the open roads in your MINI.