Expanding touchpoints across music, tech, sports, travel, fashion, and art
MINI Korea will launch 11 edition models this year that reflect customer feedback and continue its unique fandom culture.
MINI Korea made this announcement at the launch event for "The All-Electric MINI Paul Smith Edition" held at Mode 127 in Yongsan-gu, Seoul on the 26th. At the event, Jeong Suwon, Head of MINI Korea, said, "MINI is a brand that has joined the 10,000-unit club in a single segment and has achieved cumulative sales of 100,000 units," adding, "While we have focused on the individuality of our cars over the past 20 years, we will now roll out 'Customization 2.0,' which focuses on the lives of our fans."
Jung Suwon, Head of Division at MINI Korea, is speaking at the launch event for the All-Electric MINI Paul Smith Edition at Mode 127 in Yongsan-gu, Seoul on the 26th. Photo by MINI Korea
Since entering the Korean market in 2005, MINI Korea has grown its annual sales from 761 units in its first year to 7,990 units last year, more than a tenfold increase. It has also achieved visible results in electrification, with one out of every four vehicles sold last year being an electric vehicle. Cumulative domestic sales last year reached 134,103 units.
Customization 2.0 is a strategy that goes one step beyond the individuality of the vehicle to focus on the very lives of fans who live with MINI. Jeong said, "We will carry out differentiated marketing in each area, including music, art, sports, travel, fashion, and the arts," and explained, "Based on three themes - Iconic Heritage, Exciting Differentiation, and Customer Tailored - we will launch a total of 11 editions."
In January, MINI Korea held a music-themed showcase in Seongsu-dong, Seoul, in collaboration with the global lifestyle brand Deus Ex Machina. It then launched "The All-Electric MINI Paul Smith Edition," created in partnership with world-renowned designer Paul Smith.
The "Iconic Heritage" lineup introduced this year is a global edition range that reinterprets MINI's unique identity in a contemporary way. Starting with the Paul Smith Edition, MINI will sequentially roll out a variety of models, including the "MINI JCW Victory Edition," which newly reimagines the glory of its 1965 Monte Carlo Rally victory, and the "MINI Oxford Edition," which commemorates the 25th anniversary of the MINI Oxford Plant.
Jeong Suwon, Head of MINI Korea, is presenting at the launch event for "The All-Electric MINI Paul Smith Edition" at MODE 127 in Yongsan-gu, Seoul on the 26th. MINI Korea
"Exciting Differentiation" is a lineup that highlights the brand characteristic that "there is not a single MINI in the world that is exactly the same." It includes the "MINI Countryman Mono Package Edition," the brand's first model with a matte finish, and the "MINI Aceman Dark Shadow Edition," the first global edition of the Aceman.
The Korea-exclusive "Customer Tailored" lineup will be planned and produced as "Dealer Bespoke Editions" that reflect regional and customer characteristics through collaboration with official dealers. MINI Korea will also expand "accessory bundling packages" for existing customers, and in the second half of the year it plans to introduce a made-to-order program called the "Indi-Order Service" to more precisely reflect each customer's individual preferences.
Meanwhile, the "Paul Smith Edition" unveiled on the day sold out all 100 units in just about a month after pre-orders began last month, and additional units are scheduled to be brought in. In the second half of the year, MINI will also introduce an internal-combustion-engine model. A key feature is that designer Paul Smith's aesthetic sensibilities have been applied to the vehicle.
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