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Mini 'Takes the States' is ready to rally again this summer

The Mini brand has gone to great lengths — literally — during the past two decades to embrace and entertain its loyal following by sponsoring cross-country caravans to celebrate its products and customers. This summer, the caravan reforms once again. Officially called “Mini Takes the States,” the rally in mid-July is scheduled to embark from Albuquerque, N.M., and finish eight days later in Seattle. Visiting five states and nine cities, several hundred drivers and their passengers are expected to join the caravan for part or all of the journey. MTTS, as it's become known as to Mini fans, first rolled out in 2006, with Mini USA using it as a way to celebrate the introduction of the first, hardcore GP edition of its high-performance John Cooper Works model. It has since become a biennial event, with each rally taking a different route around the U.S. It's not competitive. The idea is to connect Mini owners and let them share their enthusiasm about the brand and their experiences with it. Mini plans festivities along the route and usually a “Rally Finale” on the final evening. As far as expenses — hotels, most meals — participants are on their own, although breakfasts and some evening events with food are provided by Mini. The idea is to create positive publicity and “good feelings” for the brand, and to sell more Minis. Since Minis are, at the end of the day, automobiles, service may be required along the MTTS route. Technicians are on hand to perform repairs like engine computer diagnostics, light bulb replacements, tire changes, and other non-major work. Participants will initially head north from New Mexico through Colorado and Utah to Salt Lake City. Continuing through Big Sky country, MTTS 2024 will stop in Bozeman and Missoula, Mont., then head west to Spokane, Wash. From there, drivers will cruise southwest through the scenic mountains and valleys of Yakima, Wash., winding up in Seattle. “WeÂ’re excited to reconnect with our Mini owners nationwide to foster current relationships, forge new friendships and make lasting memories, this time in some of our incredible and majestic western states,” said Mike Peyton, vice president and "chief motorer" for Mini of the Americas, in a press release.

Street Glory Mappers turning cars into dynamic billboards like this

A French marketing firm with the impenetrable name of Street Glory Mappers is literally turning cars into billboards. Of course, we've all seen vehicles painted up for promotional use, but this company is taking that concept even further by including video.
Street Glory Mappers equips the vehicles with a large video screen behind the windshield to play whatever is being advertised. According to the company's promo, it may even be possibly to sync up the vehicle's lights with the show, as well. The firm claims that it's a great form of temporary, mobile marketing because the car can arrive at the location, play the video and then go away when the prospective audience leaves.
While it doesn't necessarily seem any more effective than other forms of advertising, the firm's idea is at least unobtrusive. After all, it's easier to ignore a stationary car than a person handing out flyers. However, vehicle flashing its lights and playing video could certainly distract other drivers.

British company announces turn-key EV conversion kit for classic Mini

Swindon Powertrain unveiled a turn-key EV conversion kit that makes electrifying a Mini built between 1959 and 2000 relatively easy. It bridges the gap between the original model and the Cooper SE released earlier in 2020. Available in December 2020, the kit consists of an electric motor mounted on a modified Mini front subframe, and purpose-designed inner CV joint housings designed to work with regular-production half shafts. Swindon notes no modifications are required; installing the kit requires removing the original front subframe, probably selling the stock engine and the transmission in the local classifieds, and bolting the new subframe to the Mini's body. Rated at 107 continuous horsepower, but programmed to offer a peak output of 160 horsepower, the motor spins the front wheels via a single-speed transmission, which seemingly settles the debate over magic wand, direct, and remote gear changes. It offers more power than any four-cylinder fitted to the Mini by the factory. After tightening the subframe bolts, owners need to source additional powertrain components, like the battery pack, the motor controller, the on-board charger, and the DC-DC converter. All of these parts are available directly from Swindon Powertrains, or from a growing list of aftermarket vendors, but they're not included in the kit. Electric technology isn't cheap, and Swindon's kit is no exception. It's priced at GBP8,850 (about $11,500) before taxes and shipping enter the equation, meaning it's more expensive than rebuilding an original four-cylinder engine. Viewed in this light, electrification is better suited to some of the high-zoot custom builds (like the stunning Remastered available from David Brown Automotive) priced in the six digits than to a beater 1980s City model.