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Mini takes center stage on the Sphere in Las Vegas

When media theorist Marshall McLuhan famously said that “the medium is the message,” he wasnÂ’t referring to The Sphere in Las Vegas, but it would have fit perfectly into his philosophy. For example, thereÂ’s this: to introduce its advertising campaign for the new 2025 Countryman Electric model, the folks at Mini will employ the 366-foot-tall and 516-foot-wide out-of-this-world Sphere to debut creative images and videos “revealing” the new vehicle. “We wanted to think of this campaign as an art piece, not as an ad,” said Rob Lambrechts, Chief Creative Officer at Pereira OÂ’Dell, MiniÂ’s ad agency on the project. “People are coming to Sphere to have fun and be entertained, so we needed to integrate MINI in the least intrusive way possible.” Least intrusive? McLuhan mightÂ’ve asked whether the idea would draw more attention to the medium or would it amplify the intended message. At any rate, the car rendered on the Sphere is pretty nifty. In Vegas, a town not lacking in spectacular landmarks, the free-standing Sphere has dominated the visual landscape since it opened in September. The structure was funded in part by James Dolan, who oversees a family empire that includes Madison Square Garden and Radio City Music Hall, the Knicks and the Rangers. DolanÂ’s over-the-top investment, with its 700,000 square feet of programmable video screens, cost $2.3 billion to build. As for the new Countryman, the all-electric SUV will start at $46,195, including destination of $995, when it goes on sale. Output is rated at 313 horsepower and 363 pound-feet of torque. Range on a single charge is estimated at 245 miles, and the 0-60 time is 5.6 seconds. It can be reserved now. The Countryman S All4 and JCW are expected to begin reaching dealers in the spring with the electric versions coming a few months later. Mini's takeover of Sphere will run until December 2, with a special four-hour takeover on December 1. McLuhan, to finish the thought, believed that people should observe not only the media itself but "the ways in which each new medium disrupts tradition and reshapes social life." Viva Las Vegas. Related video: Video Marketing/Advertising MINI Crossover SUV Electric

Chinese-made electric Mini threatened with highest EV tariff from EU

BERLIN — The new all-electric Mini Cooper made in China is set to be hit by the highest EV tariff of 38.1% under the EU's provisional plans, a Reuters source familiar with the matter said on Friday, a potential terminal blow for the car's sales prospects. Mass production of the roughly 35,000-euro ($37,345) vehicle, produced by a joint venture of BMW and China's Great Wall Motor Co Ltd, began late last year - shortly after the EU launched its probe. With production still in early days, the joint venture was unable to fulfil the European Commission's survey to the level of detail required to be classed as a company cooperating with the investigation, the source said, declining to be named because discussions are private. Companies seen as cooperating with the EU were subject to lower tariffs of 17.4%-21%, according to a European Commission document seen by Reuters. That includes BMW Brilliance Automotive, another BMW joint venture that has produced the electric iX3 for export to Europe from China since 2021. BMW declined to comment. BMW CEO Oliver Zipse said earlier this week the tariffs were the "wrong way to go", echoing concerns from other German carmakers fearful of a trade war which could end in counter-tariffs on cars exported from Germany to China. The European Commission said that joint ventures producing cars in China would be subject to duties, without specifying whether more recently formed ventures might benefit from the lower 21% rate for companies that cooperated with the investigation. A 38.1% price hike on the Mini, which was to be exported from China to Europe, could dent sales at a time when the carmaker is counting on every projected all-electric sale to help meet tightening carbon emissions targets. The deadline for imposing provisional measures is July 4, after which the investigation will continue to late October. That leaves time for Beijing and Brussels to make a deal to soften the blow. Companies can also submit comments and request hearings after the provisional duties are applied.   Green Government/Legal Rumormill BMW MINI China

2025 Mini Cooper reveals its OLED screen, retro gauges and dog assistant

We got to see the 2025 Mini Cooper’s interior the other week, but now Mini is peeling back the veil on everything there is to know about the new round screen in the center and the all-new software itÂ’s running.  Mini is calling this fancy, round screen the “Mini Interaction Unit.” From a hardware perspective, itÂ’s rather special. The super-thin screen itself is a perfect circle and measures 9.4 inches in diameter. That might sound small in the world of ever-increasing car screens, but every other screen out there is rectangular, so the measurement applies in every direction, rather than just the diagonal of a rectangular screen. We sat in the driverÂ’s seat of the new Mini, and thereÂ’s certainly no lack of screen size to be seen here. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. To make matters even better, Mini is using OLED technology — Samsung is the supplier — for this round screen. That means extra vivid colors and the darkest-possible blacks. Cadillac uses OLED tech for its screens in the Escalade, too, and the result is beautiful. Of course, the software playing on this screen is the real star of the show, and itÂ’s called Mini Operating System 9. ItÂ’s a completely new-from-the-ground-up software suite, and you can wave goodbye to the old BMW iDrive control knob, too, because this is touch-control-only. The pictures describe the design aesthetic best. ItÂ’s vibrant, colorful, modern and full of pleasant surprises. We'll also note that while the photos here depict the electric Mini Cooper, the new Countryman will feature the same screen setup. What you see on screen is largely dependent on what “Experience Mode” youÂ’re in. Those include Core, Go-Kart, Green, Balance, Timeless, Vivid and Personal (Trail is added for the Countryman). Core is going to be your standard mode that provides a simple interface with your navigation, media and phone status spread out across the screen. A lot changes in the other modes, but certain things remain consistent across all modes including the auto climate controls, speedometer, range and the shortcut bar at the bottom with often-used menus. You can store even more (customizable) frequently used commands into a “tool belt” that is accessed by swiping up from the bottom of the screen.