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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

Longer, wider, still a Mini | 2017 Mini Countryman First Drive

Think of the 2017 Mini Countryman as the brand's "ah, to hell with it" moment. At a whopping 8.1 inches longer and 5.4 inches wider than the vehicle it replaces, it is quite obviously the least-mini Mini ever. Yet, that size increase makes it more useful, comfortable riding, and better proportioned. If a compact crossover SUV is what's to be, then this is the size it should be. However, it's still quite mini for a compact SUV, coming in at 3 inches shorter than the Mercedes-Benz GLA-Class and 4 inches shorter than an Audi Q3. Neither of those are what anyone would describe as "large." And yet, the Countryman boasts a considerably more spacious and usable interior than either of them. Sit in the new Countryman's back seat and you'll be amazed at the space, with plenty of leg- and headroom for even tall people despite a standard panoramic sunroof. Crossovers of similar exterior dimensions, luxury or otherwise, just don't come close to providing as much passenger space. The cargo area isn't quite as impressive on paper, but its boxy shape and the sliding second-row seat make it far more versatile in practice. So, despite being the least-mini Mini ever, the new Countryman is still in keeping with the brand's ethos from the very beginning when Alec Issigonis created a car that was microscopic on the outside but disproportionately spacious inside. There's far more to this redesign than just dimensional changes – the 2017 Countryman grows up figuratively as well. The original model always felt like a Mini Cooper hardtop that ballooned in size and door count. Compared to SUVs of similar price, and more damningly of lesser price, it was crashy, loud, a bit cheap inside, and relatively uncouth. The base model was also embarrassingly slow. The new version feels more like a proper compact luxury SUV flavored with a robust Salt Bae of Mini spice. Actually, that's pretty much what it is. The Countryman now shares its front-wheel-drive platform with the new BMW X1, which itself benefits from various trickle-down elements from elsewhere in the BMW Group. For instance, processes developed for the 7 Series are in part responsible for the new, stiffer structure that contributes greatly to the 2017 Countryman's other great advancement: the exponentially better ride. The old one harshly crashed over bumps in a way that only Fred Flintstone wouldn't find tiresome.

Mini could go even bigger with next Countryman

We recently reported that the new family of Minis could balloon from eight models to ten or more, but it's not only the model line that's expected to grow: so too could the largest model itself. That, of course, would be the Countryman, which is already bigger than anything else ever to wear the Mini badge. But if you think the current Countryman is already big enough, the latest reports suggest that it could get even bigger. Apparently parent company BMW feels a larger Mini crossover would better compete with more mainstream models in the marketplace.
The Countryman, however, will only be one of the new variants to spin off of the new third-generation Mini. Expect the new Hardtop hatchback introduced in LA to be followed by a new Cabriolet, Roadster, and Paceman. A five-door version of the base hatchback will also join in addition to the new Clubman, which is tipped to get a split tailgate instead of the single hinged aperture on the current model. The jury's still out on the Mini Coupe, which has largely failed to impress, while a convertible crossover could be back in the mix along with the rumored plug-in hybrid version.