Mini is releasing the super-exclusive Mini Soho in New Zealand, to celebrate its new approach to sales
A new approach to sales in New Zealand sees Mini launch one of its most exclusive models ever, the new Mini Soho.
Mini is introducing an innovative new retail strategy in New Zealand, which will see it open a unique pop-up store on Auckland’s fashionable Ponsonby Road at the end of May.
Here, Kiwis will be the first in the world to be able to choose, personalise and purchase their new Mini entirely online via the new online store.
To mark the occasion, Mini is releasing the exclusive Mini Soho. Only 15 Sohos are available in the world, and they're only on offer online and only in New Zealand.
These individually numbered Mini Coopers feature a special white silver exterior paint, black bi-xenon headlights, Harmon Kardon HiFi System, 17” two-tone bespoke wheels and unique exterior graphics on the bodywork of the car.
Mark Gilbert, managing director of BMW New Zealand, says the whole project will encourage customers to buy and personalise their cars online, and there are "Mini mobile agents" to handle inquiries outside of New Zealand's main centres.
The aim of the project is to create a more customer-focused retail concept, says Gilbert.
"This is effectively a 'relaunching' of the Mini brand in New Zealand.
"Gone are the days when we sit and wait for the customer to come to us."
BMW's HQ in Munich chose Auckland ahead of Sydney or Melbourne for the programme. "Things such as this pop-up concept are contested by BMW offices around the world and on this occasion New Zealand won out," Gilbert said.
Visit www.mini.co.nz for more info, or see a range of Minis for sale here.