PR – Mini Announces New “Build Your Own” Program

Woodcliff Lake, NJ – April 1, 2006… Because MINI owners love to customize their cars, MINI announces today a brand-new “Build Your Own” program that gives customers the hands-on experience to build their own unique MINI.

MINI USA.com enables customers to easily configure their MINI online before ordering. This feature has been so popular that MINI has decided to create a unique pilot program to give select customers the opportunity to actually create the car of their dreams with their own hands.

In this pilot program, all of the car’s components can be specially ordered on-line and the parts will be delivered in installments, much like a book club, starting with the chassis parts and body work and then moving on to interior trim and engine.

“In 6 short weeks the customer can build their custom MINI in their own garage,” said Lou Speases, MINI’s head of the Individualized Direct Ideal Order Trial program, or I.D.I.O.T for short. “Clearly, the greatest hurdle is in painting the body, so we will be sending owners a can of spray paint each week in the color of their choice – and of course, one for the contrast roof.”

“This new MINI Build your Own program will be made into a reality TV program.” Said MINI spokesperson, Hardy Harrah, “We plan to chronicle a year of creative MINI owners in action building their own cars and we expect the television broadcast to air April 1st next year. 🙂