Mini to scale back motor show presence in 2016

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 Mini Countryman at the Paris motor show in September 2016.