Has The R56 Launch Been Low-Key?

[Hat]

it struck me the other day that if i wasn't a member of this board & didn't read the motoring press i'd have no idea that an all new mini had been launched this weekend. I realise you could probably say the same for most car launches but it seems that when the outgoing model was launched it was everywhere - TV & cinema ad campaigns, minis on the sides of buildings, all sorts of great marketing ideas. This time there's been none of that - even the invites the the dealer launches seem to have only been sent to existing customers, i've not seen any dealerships locally advertising the launch.

so what's going on? poor marketing strategy or a deliberate move to protect sales & residuals of the outgoing models?

[Will_'S']

I think its a bit of both as they are tryiin to push the cherished minis at the moment so to keep there prices high dont tell anyone about the new ones. Alternatively anyone whose interested and knows about the launch and wants a new mini they'll give you all the help and paraphenalia you need. It quite clever as it makes the residuals better on both models

[Paul]

I think you're just witnessing the difference between the major relaunch of an internationally famous brand, and the launch of a new car.

That said I've heard reports about the new MINI on Five Live, and in some news reports, where I don't think I'd hear the same about the new Clio or Corsa.

[Rakey]

it even felt low key in the dealership that I visited, no where near as much press as I had expected

[deanquartermaine]

Quote: Originally Posted by Gene Hunt (original)

it even felt low key in the dealership that I visited, no where near as much press as I had expected

I would agree with that, visited 2 dealerships over launch weekend and both events where fairly low key.

[R1]

It was never going to be like the launch of the first BMW MINI as it's an upgrade to an existing car. The first launch was a brand new car.

That said, my local dealer put on a good show. They had a red carpet out front with poles down the side roping it off and an R56 in black with white roof and a pair of large sunglasses and a number plate saying "BOUNCER" sat on an angle at the front of the red carpet.

They also had a "coctail" bar inside.

There wasn't much in the local press about it though.

[Hat]

just had a call from mini checking whether my dealer had been in touch regarding the launch weekend so they're obviously keen to make sure current customers are kept informed

[SteveM3]

I doubt if they need to work hard to sell the new car at the moment. Maybe if sales are
flagging later we will see more. Coping with initial demand is probably their biggest
headache on launch.