Auto brand MINI has relaunched its visual identity, unveiled a new edition of the MINI Clubman estate and embraced the “sharing economic system” by providing every buyer the likelihood to lease their motor vehicle to other individuals when they will not want it .
At a launch occasion in Berlin right now the brand unveiled a new, minimum logo and announced that all MINI owners will be able to pool their auto via the DriveNow auto-sharing programme.
MINI’s new logo
“We are now the initial auto organization that is going to offer this car-sharing option as a chance for each buyer when they purchase their vehicle,” explained Peter Schwarzenbauer, board member of MINI parent brand BMW.
DriveNow has previously permitted men and women who do not own automobiles to lease a car, but MINI’s new concept brings Airbnb-type sharing to vehicle owners for the first time. Owners will be ready to make cash by providing their cars to rent to any individual, or set up a private network of friends and family members.
“Every time your car is not required because you’re on trip or away, you can hand more than your auto to our vehicle-sharing idea so your auto can function for you and make income for you.”
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The new brand is a “flat” monochrome edition of the double-winged symbol that dates back to the 1980s and will be utilized on screen and paper. The automobiles themselves will retain the three-dimensional version of the logo.
The logo will be accompanied by a new serif font referred to as Catalog Black.
“We are relaunching the brand’s visual identity,” explained Schwarzenbauer. “The brand is decreased but simply recognisable as MINI. Our new typeface expliots the tension in between tradition and a modern day lower.”
Schwarzenbauer said that clients would more and more be capable to personalise their car in line with the growing demand for bespoke products that can be customised prior to buy through on the web resources.
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“The trend for customising your automobile is actually increasing,” he mentioned.
The car-sharing choice will be offered in the US from 2016 and later in other cites that have DriveNow networks. “Peer-to-peer auto sharing” among buddies and household will become offered soon after that.
The relaunched MINI Clubman retains the barn-fashion split rear doors of its predecessor but brings the brand into the premium compact class, aimed at greater-revenue consumers.
