In 2000, after its acquisition by BMW, the new MINI emerged as a revamped edition of the 1956 Classic Mini. Since then it has been tantalizing "motorists" around the world. The idea behind MINI is one that embraces diversity, quirkiness, and efficiency; something that today's tired out, over spent (literally, you've seen the gas prices) drivers can appreciate. See, a MINI is designed not just to transform the owner's driving experience, but to transform their whole life.

MINI embraces personal style by allowing customers to build their own MINI from the ground up. They encourage a return to life's simpler pleasures by making driving fun again by using a street-legal go-kart design. True, MINI benefited greatly from the well-placed movie appearance in "The Italian Job", and is using movies as an excellent way to develop Mini's image and experience, but just as important to its brand is its word-of-mouth marketing experiences. People don't actually even drive their MINIs; they "motor" in them. MINI suggests handing out "Motoring Citations" - by applauding others for a parking job well done or for owning a "sweet set of wheels." MINI also suggests creating your own "Desktop Decoy" for those days when the call of the MINI just can't be resisted. The Desktop Decoy screensaver makes it "look and sound like you're working diligently," and can be downloaded from www.MINIUSA.com. The goal of MINI is to make your life more enjoyable, whether it means saving money, laughing louder, or taking that turn just a little bit faster. Mini will be a brand that lasts.