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Further Look: MINI Coupe

The MINI brand takes to the stage at the 2011 Frankfurt International Motor Show (IAA) with increasing variety within its ranks and an unparalleled focus on the individualisation of its models.
OneShift Editorial Team
OneShift Editorial Team
07 Sep 2011

The launch of the MINI Coupé sees the British premium small car manufacturer taking the next step in its rigorous model range expansion process. The brand's fifth model wraps up hallmark MINI qualities in a new and distinctive package. The first two-seater in the current range boasts an even sharper focus on delivering unbeatable fun at the wheel. Powerful engines, a bespoke set-up for the car's sophisticated suspension and finely-judged adjustments in terms of aerodynamics and weight balance help whisk the legendary go-kart feeling into a new dimension.

The distinctive identity of the MINI Coupé is also reflected in its design. With its sporty, hunkered-down feel and fresh new roof design, the two-seater occupies its very own niche within the model line-up. At the same time, though, familiar MINI exterior and interior design features clearly highlight its membership of the brand family. The fun-filled driving experience and functionality of the new model are geared squarely to driving "two up", but the MINI Coupé cuts no corners in displaying all the charisma, efficiency and premium quality MINI has brought to the small car segment.

The extra depth to the MINI model range shines the spotlight once again on the brand's unrivalled potential. Around the world MINI has become a byword for driving fun, agility, expressive design, premium quality and individuality. And having broken new ground in the premium small car segment, MINI is now building its advantage over its rivals. Ten years after the relaunch of the brand and five years since the second generation of the 21st-century MINI hit the roads, its popularity in car markets around the globe continues to grow with the arrival of each new model.

With five models now carrying the MINI badge, the brand has succeeded in meeting the specific needs of various target groups. The luxury of choice created by the variety of models within the MINI family is taken a stage further by the scope for effective customisation that each individual model allows.

The brand offers its customers more freedom than any other carmaker to configure their car to their own personal style. For example, the MINI Yours collection of products represents a particularly attractive addition to the options list. MINI Yours comprises a range of exclusive options - designed as the perfect complement to the unmistakable character of the MINI brand - for the exterior and interior design of the MINI Coupé. In addition to unusual paint finishes, trim elements, upholstery variants and interior colours, the MINI Yours range also offers customers stylishly composed equipment packages and limited-edition models.

Looking beyond the range of optional equipment available ex-factory, MINI also opens up an extraordinary wealth of possibilities when it comes to configuring owners' cars to their personal style and requirements. The Original MINI Accessories range gives owners all the tools they need to enjoy the hallmark MINI driving fun in an individually tailored one-off car. The range comprises a constantly expanding selection of products which enhance and accentuate the expressive design, sporting characteristics and functionality of a MINI.

Alongside the familiar customisation options for the exterior, such as roof flags, mirror caps and side indicator surrounds, the Original MINI Accessories presented at the 2011 Frankfurt Motor Show also include steering wheels, gearshift knobs, interior trim strips and other retro-fit components for the interior. Customers will also find specifically designed transport systems to carry sports equipment safely and comfortably while on the move. Likewise on show is the latest range of accessories from the John Cooper Works brand. These include John Cooper Works tuning products, which further enhance both engine performance and handling, make the car's aerodynamic properties and exterior design that much more effective, and bring the sensation of the race track to the interior.

Credits: wilswong

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