2012 Mini Cooper Countryman Fwd 4dr S on 2040-cars

Auto blog

Mini's Super Bowl ad stars Serena Williams and Tony Hawk

Everyone seems to have an opinion about what kind of car a Mini is, and what it says about its driver. For many, it seems, buying one is as much a fashion statement and lifestyle choice as it is anything else. And Mini is out to face those notions head-on in its latest Super Bowl ad. Set to air during the third quarter of the big game on the 7th, the spot brings in a star-studded list of celebrities. Tennis great Serena Williams, soccer player Abby Wambach, hip-hop star T-Pain, major-league pitcher Randy Johnson, skateboard legend Tony Hawk, and actor Harvey Keitel all feature in the 30-second spot dubbed "Defy Labels." The ad was produced by Butler, Shine, Stern & Partners and shines a spotlight on the new Mini Clubman. But you don't have to wait until Sunday to see it: you can watch it right here, and scope out the additional behind-the-scenes video below. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. MINI DECLARES DEFIANCE IN STAR-STUDDED GAME DAY AD Woodcliff Lake, NJ – February 1, 2016... As more than 100 million viewers around the world prepare to tune into the big game on February 7, MINI USA is unveiling its star-studded 30-second spot today, set to air in the third quarter of the year's biggest night in television advertising. The ad, created by Butler, Shine, Stern & Partners (BSSP), embraces many of the labels the brand has experienced over the years with a very powerful message: it doesn't care what you call it. "Defy Labels," has its roots in the fact that everyone and everything is labeled but how you handle those labels is what matters. With defiance at its core, the campaign inspires people to shed the labels society has placed upon them and instead define themselves. "Ever since the first Mini was built in 1959, it has been labeled as one thing or another. It's small. It's cute," said Tom Noble, department head, MINI Brand Communications. "This campaign acknowledges those labels in a very authentic way while simultaneously showing people MINI is more than that. With the launch of the new Clubman, our brand is growing up, our products are more sophisticated, and its time to reset the conversation." The brand worked with an ensemble cast of athletes and celebrities to help start that conversation.

David Brown's Mini eMastered puts an electric spin on a British icon

England-based David Brown Automotive specializes in giving classic Mini models the resto-mod treatment; it's to the British icon what Singer is to Porsche. The firm has primarily worked on gasoline-powered cars, but it's branching out into electric vehicles with the Mini eMastered. Starting with a classic Mini shell, David Brown Automotive rips out the four-cylinder engine and the transmission it sits over — this clever layout is part of how Sir Alec Issigonis packaged four seats and a trunk in just 120 inches — and replaces it with an electric motor. The motor draws electricity from an 18.8-kilowatt-hour battery pack to zap the front wheels with about 97 horsepower and 129 pound-feet of torque. Like most modern electric cars, the Mini eMastered features a regenerative braking system that converts kinetic energy into electricity that gets sent back to the battery pack. David Brown quotes an 8.5-second zero-to-60-mph time and a top speed that's electronically limited to 92 mph. Driving range checks in at up to 110 miles, which won't earn the coveted "long-range" label but should be enough considering the eMastered was envisioned primarily as a city car, and charging the battery pack takes about three hours. The little EV weighs 1,410 pounds; using a small battery helps keeps that figure in check. For context, the original Mini released in 1959 weighed approximately 1,279 pounds. The model shown in David Brown's pictures features an updated exterior design characterized by beige paint with a contrasting brown roof, an aftermarket grille, LED headlights, and new-look rear lights. Inside, it's 100% modern: the brand adds a touchscreen-based infotainment system, air conditioning, and a surround-sound system made up of four speakers, which underlines just how small these cars. However, the sky is the limit when it comes to customization options. Well, realistically, your wallet is the limit: anything is possible if you can pay for it. On sale now, the David Brown Automotive Mini eMastered starts at GBP125,000 excluding taxes and shipping, which represents approximately $155,000 at the current conversion rate. In comparison, the gasoline-powered Mini Remastered carries a base price of under $100,000. Related Video This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

David Brown's most powerful Mini Remastered has racing in its genes

David Brown Automotive detailed its latest Remastered build, which explores the Mini's vast racing heritage. Created jointly with Oselli, the resto-modded city car gains a more powerful engine, a long list of updates that racers in the 1960s could only dream of, and a handful of styling tweaks that set it apart from an unmodified Mini. Most of David Brown's builds have focused on adding luxury, comfort, and convenience to one of England's best-known cars. With decades of experience in building race cars, Oselli brings a healthy dose of performance. The transformation starts under the hood, where power comes from a twin-carbureted, 1.5-liter four-cylinder tuned to develop 125 horsepower and 113 pound-feet of torque. David Brown quotes a 7.8-second sprint to 62 mph. Context is useful: the original Mini retired in 2000 with a fuel-injected, 1.3-liter version of this engine (called A Series) rated at 62 horsepower and 70 pound-feet of torque. Many examples built in the 1960s and the 1970s got an 848cc four rated at a measly 34 horsepower, and the modern-day Hardtop's entry-level engine is a 1.5-liter turbocharged triple that puts 134 horses under the driver's right foot. Put another way, 125 is a lot of horsepower for an old Mini. Oselli dropped the 1.5-liter engine on top of (and not next to; it's one of the Mini's quirks) a redesigned five-speed manual transmission that spins the front wheels. AP Racing four-piston front brake calipers and aluminum rear drums keep the power in check, while Bilstein struts amplify the go-kart like handling the old Mini is known for. Subtlety isn't part of the Oselli's vocabulary. Its free-flowing exhaust system makes it louder than a standard Mini, and it turns heads with black exterior accents, racing stripes, LED headlights, and a mesh grille with integrated driving lights. 13-inch alloy wheels come standard; they're available in either graphite or gold. Inside, David Brown added sport seats for the front passengers, an Alcantara-upholstered Sabelt steering wheel, and a Pioneer infotainment system with Bluetooth connectivity. Power steering, USB ports, air conditioning (which, oddly, blows through vents that look like they're from a Mercedes-Benz), and power-operated windows are standard.  David Brown will make only 60 numbered units of the Oselli Edition, and deliveries are scheduled to start in early 2022.