They blew it with myself and Abi (my fiance, who gets her MINI One early April) even before the MINI was launched.
We both made attempts (more than one) to get information from them, both a few months, and just before the MINI launch last year, and they were pathetic. Elms on the other hand, even at that early stage, were enthusiastic and helpful. I didn't mention the site to them either, so I would be treated as a 'normal' customer.
I have heard they have much improved since, but Elms have been great and Abi and I would both rather wait for a MINI from them then get one tomorow at Victoria.