OPENING DOORS. MINI. THE NEXT CHAPTER. IMDE. Stockholm 2015

October 2015

MINI IS A CUSTOMER CENTRIC BUSINESS.

BRAND.PRODUCT.PEOPLE.

CUSTOMER.

THE WORLD HAS CHANGED.

2001 2015

WE HAVENT EVOLVED. 2001 2015.

MINI NEEDS TO CHANGE.

BEING A TRENDSETTER BRAND ONCE AGAIN.

Innovators Early adopters Early majority Late majority Laggards

INFLUENCERSMAIN

STREAM

OUR TARGET GROUP HAS CHANGED. 2001 2015.

IRONY MEANING

OUR TARGET AUDIENCE. THEIR VALUES AND EXPECTATIONS.

AUTHENTIC COMMUNITY INDIVIDUAL DESIGN

MINI HAS EVERYTHING TO APPEAL. IN OUR DNA.

OUR 5 SUPERHEROES. GIVING EACH MINI ITS OWN IDENTITY.

MINI CLUBMAN. F54.

Mood world Visual language

MINI CONVERTIBLE. F57.

Mood world Visual language

MINI HATCH. F55/F56.

Mood world Visual language

PRESENT & FUTURE.

TODAY

ONLY MINI CAN DO STILL STANDS.

BRITISHNESS. AND BEING IRREVERENT.

MINI HQ AND MINI CENTRES. ONE VOICE.

NEW CI. MARKETING AND COMMUNICATIONS. TIMINGS AND ROLLOUT.

CLUBMAN.CONVERTIBLE.HATCH.COUNTRYMAN.OTHER BUSINESS AREAS.

QUARTER 2 2016.

IMDE. Stockholm 2015

October 2015

OPENING DOORS. NEW MINI CI. RETAILER PROPOSAL.

INITIAL TASK.

Munich central briefing on new MINI CI proposal, July 2015 Development of UK specific CI strategy in line with retailer

commitment:

Profitability Simplicity Partnership

Introduction of new MINI CI in late 2015

Alongside new launch elements for F54 Clubman

INITIAL CI PROPOSALS. OCS.

CURRENT CI OCS

PROPOSED NEW CI

INITIAL CI PROPOSALS. ICS.

CURRENT CI ICS

PROPOSED NEW CI

DEVELOPMENT OF UK PROPOSAL. Feature Munich Proposal UK Proposal

External Screens External high-vis screen

(3m2) with moving images

To delete due to retailer invest & UK planning / highway restriction issues

Fibre Glass MINI Remove Keep to aid visibility & brand awareness. To consider future body colour options

Frames Removal of all external/

internal frames Option to remove / keep external frames

If kept, then recolour to white

Signage Proposal for

black / white mix White signage with new font & logo for all

ICS/OCS elements

MINI Hub Removal of illuminated

frame Keep frame but retrofit illuminated acrylic to

white (illuminated). Re-upholster seating

JCW Elements Removal of red frame/

elements Retain red frame / elements to reflect JCW

brand

Floor/ceiling tiles To remain as per current MINI CI

In final approval stage for new MINI CI elements (UK version) Involvement, at initial stage, of parties (architects, suppliers) to prevent

current project overspend, if possible

Proposals shared with retailers in development Developing UK local supply model Developed retro-fit CI options, to minimise retailer disruption Development of MINI UK facility funding packages for key CI elements.

For retailers already invested in current CI.

Planned retailer consultation for recently completed projects Two UK retailer pilots in completion stages:

MINI Tamworth (full retailer, Sytner Group) MINI Caf Bar (Stratstone Leeds)

CURRENT STATUS.

PROJECT: MINI TAMWORTH

PROJECT: MINI TAMWORTH.

Working with Sytner Group, developed a pilot project - MINI Tamworth

Combined retailer / manufacturer approach Using existing agreed floor plan, adapted in line with new

MINI CI proposals

No additional requirements vs current contractual Retail Standards

Due to open early November 2015

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI TAMWORTH.

PROJECT: MINI CAFE BAR. STRASTONE LEEDS.

PROJECT: MINI CAF BAR. LEEDS.

NEXT STEPS.

KEY MESSAGES AND NEXT STEPS.

Implementation timescale:

Rolling launch from 2015 New CI mandatory in 2023 (in line with 2018 UK

Retailer Contract) Those not yet invested in current CI, still to

complete invest by end 2016

Retailer consultation for those having recently completed current CI investment Communication of facility funding packages for those already invested in current CI

Retailer open days at MINI Tamworth, November 2 & 3. Further details to follow.

THANK YOU.