Mini is choosing to miss out on the Detroit, Geneva and Beijing motor shows in the first half of 2016, but will be present at the New York show
15 December 2015

Mini is set to significantly scale back its international motor show presence in 2016 as part of plans that will see it adopt alternative marketing platforms more closely geared to its traditional customer base.

Citing recent changes made to the company’s global marketing activities, senior officials have confirmed Mini will skip at least three of next year’s international motor shows, including traditional events in Detroit, Geneva and Beijing.

“The first major motor show for Mini in 2016 will be the New York motor show in April,” a Mini insider revealed to Autocar. “We have decided to cut back on our motor show presence during the early part of the year.”

While Mini is to take a break from the Detroit, Geneva and Beijing motor shows, parent company BMW, which celebrates its 100th anniversary in March 2016, will extend its presence at each event.

Nothing is official at this stage, but Mini is expected to unveil both the Clubman John Cooper Works and four-wheel drive-Clubman All4 at the New York motor show, prior to a world premiere for the second-generation Countryman at the Paris motor show in September 2016.

Our Verdict

Mini Countryman
Mini bigs itself up in a quest to find new and retain old customers

The Mini Countryman represents the biggest stretch yet for Mini – for the car and the brand

Join the debate

Comments
1

15 December 2015

The Motor Industry will follow the trend of the Consumer Electronics trade show; Events such as E3, now largely abandoned by the major players in favour of their own tightly controlled Apple style events. I'm surprised it has taken this long. These shows are hugely expensive and your products risk getting lost amongst the sea of competitors. They have little benefit in the modern media/social age.

Add your comment

Log in or register to post comments

Find an Autocar car review

Driven this week