Company: Bayerische Motoren Werke AG
Brand value: US$1,847 million
Change since 2019: -20%
Headquarter city: Munich
Year formed: 1959
Mini is a classic heritage brand that works hard to stay current. The launch of its first all-electric car marks the latest in a series of moves to blend tradition with modernity after 60 years in the market with its iconic design and distinctly British personality. The launch was supported by an upbeat campaign led by out-of-home, online, print and social media advertising showing the original Mini in silhouette, gradually evolving into the latest environmentally friendly version. Taglines included "Feels like remembering your password on the last try".
In the US, which is the largest of Mini’s 110 export markets, the brand’s communications have also been showing the richness of Mini’s history. “The Inner Drive” campaign uses creative imagery to tell the story of the moment that Alec Issigonis came up with the idea for the Mini, through to manufacturing and launch. To mark International Women’s Day in 2020, Mini celebrated the achievements of female rally driver Pat Moss and other prominent women drivers through a digital campaign #DoItForTheDrive.