Mini Dream Team

Integrating the mechanics of a car into the VM, still looks like a technical environment
More technology
Vintage MINIs, seating, part of decor

WHAT IS WRONG WITH THE DEALERSHIPS NOW?
> corporate
> boring
> spend a lot of time there
> paperwork!
> grey
> masculine (sexist?)
> technical
> jargon
> intimidating
> quiet (no atmosphere)


WHAT DOES IT NEED TO BE LIKE? (Aims)
> exhibition
> experience
> luxury
> comfortable
> modern/fun/experimental
> loud/lively
> not sales/safety driven (consumers KNOW they have to be careful etc)
> other things to attract people in (changing concepts)
> collaboration
> Topshop supermarket feeling
> more to do, more to see


IDEAS:
> Take the consumer on a JOURNEY through the showroom, as if going through a website (eg. postmodern exhibition at the V&A)
> MINIbar
> Space Squatting. Using the dealerships at night to make use of the space, retail store, bar, club etc.
> Product expansion
> Collaborating with a competitor

- Magazine represents what the brand is about (The Mini International)
Resembles MONOCLE magazine
Is intellectual, features art and culture

- In contrast to the Lifestyle brochures
Look cheap, international, not suited to the British market
Plastered with MINI logos

Lifestyle should maybe focus on re-nventing the classics:
trench coat
miniskirt
parka (already done)
Making it more trend led, fashionable, timeless

Car brochure is minimal and functional.

REBRAND THE LIFESTYLE RANGE? - Sub Brand (rename)
- can be a bit more risky, will not ruin the image of the car as much.

Mini are trying to appeal to everyone


Separate the merchandise range from the UK SUB BRAND.
If you're gonna do do it properly, with full seasons instead of an annual range.

Calling it MINI Lifestyle is confusing, not consumer friendly

WE NEED TO IDENTIFY THE PROBLEMS:

WHEELER DEALER: CLEAN BREAK FOR USED CAR SALES