BMW today announced that it will not be showing Mini at this year's London motor show. Instead the company is concentrating on creating brand awareness during the launch through a newly re-designed interactive website.
Emma Scammell, marketing manager for Mini in the UK, said: "The new Mini has grabbed the public's attention and, just like the original, offers an emotional bond with the UK's car buyers.
“The activities we are planning for the first few months of launch will offer potential customers a feeling of what owning a new Mini is all about.
“Since tens of thousands of people, from all four corners of the UK, have expressed an interest in Mini, our plans for the launch must reflect this national love affair with the car. We'd love to be at the London Motor Show as well, but our priorities must be to take Mini to the people."
Mini's launch plans, following the July 7 on-sale date, include a number of regional roadshows for customers offering up-close and personal opportunities in the UK.
The events will be presented more as 'coming out parties' than a motor show stand, ensuring that visitors see the car in action. Details of these Mini 'events' will be advertised in the local press nearer the time.
BMW's announcement on its Mini brand is yet another blow to the motor show organisers. Last week Ford joined the growing list of manufacturers which have decided not to attend.
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