- The 2025 MINI Countryman Electric was unveiled, and the 2024 MINI Countryman S ALL4 SUV was introduced.
- The Sphere in Las Vegas showed the historic debut of the New MINI Family, aligning with the creative force of independent agency Pereira O’Dell.
- The groundbreaking campaign featured Spike, MINI’s intelligent personal assistant, who is the heart of the New MINI Family’s state-of-the-art tech experience.
The Sphere in Las Vegas served as the perfect backdrop for the historic debut of the New MINI Family, matching in grandeur and significance. MINI USA, aligning with the creative force of independent agency Pereira O’Dell, rolled out a groundbreaking campaign featuring Spike, MINI’s Intelligent Personal Assistant. Spike is the digital companion at the heart of the New MINI Family’s state-of-the-art tech experience.
2025 MINI Countryman Electric Debuts
The highlight of the event was undoubtedly the unveiling of the 2025 MINI Countryman Electric, a beacon of the brand’s progressive vehicle lineup. Symbolically, the largest model ever produced by MINI was presented on the world’s largest LED screen, befitting the magnitude of this pivotal moment.
The campaign’s inaugural content debuted on Sphere’s massive screen on November 27, showcasing Spike’s lively engagement with the 2025 MINI Countryman Electric. Spanning across the 366-ft. high and 516-ft. widescreen, the display cleverly integrated the vibrant scenery of Las Vegas and the audience present both within and around the Sphere.
This approach underscored the interactive character of the venue, cultivating an immersive experience for spectators and passersby alike. MINI’s playful takeover of the Sphere will run until December 2, including a special four-hour takeover on December 1.
“The MINI brand represents playfulness and fun, and presenting Spike, our beloved unofficial mascot, is the perfect way for us to show up on Sphere,” said Sebastian Beuchel, Head of MINI Global Brand Management. “Sphere is a truly unique Out-Of-Home opportunity, and we’re excited to activate there in a big way.”
The campaign will also put a spotlight on MINI’s next-generation advanced technology stack, marking a significant technological advancement for the brand’s vehicles. This revolutionary technology introduces the first-ever round, high-resolution OLED screen in a passenger vehicle. It offers personalized Experience Modes that create an immersive and engaging driving experience tailored to the driver’s preferences.
The iconic circular OLED display, a defining feature of the New MINI Family, aligns perfectly with Sphere’s unique canvas. The Sphere’s gigantic screen provides an unparalleled platform for this next-generation launch, amplifying the visual impact and emphasizing MINI’s commitment to innovation and progression in the automotive industry.
“Sphere presented us with a new kind of creative challenge, both in a physical sense and a contextual one. We wanted to think of this campaign as an art piece, not as an ad. People are coming to Sphere to have fun and be entertained, so we needed to integrate MINI in the least intrusive way possible,” said Rob Lambrechts, Chief Creative Officer at Pereira O’Dell.
2024 MINI Countryman S ALL4 SUV Introduced
The 2024 MINI Countryman S ALL4 represents a significant milestone for MINI USA as it signifies the brand’s initial foray into the SUV market. This dynamic and robust model marries the adaptability of a crossover with the intelligence of an all-wheel drive, providing exhilarating driving experiences on any terrain. One of the key features of the new MINI Countryman is its generous internal space. The rear seat backrest, which splits at a 40:20:40 ratio, allows for an adjustable luggage compartment suitable for a range of storage needs. When the back seat is folded down, the storage area expands dramatically from 450 liters to 1,450 liters (based on EU measurements), providing ample room for bulkier objects.
In addition to its dynamic versatility, the 2024 MINI Countryman S ALL4 boasts innovative assistance functions, elevating the driving experience to new heights. The car incorporates partially automated Level 2 driving, providing drivers with greater safety and convenience. An array of extensive digital offerings augment the journey for both drivers and passengers, ensuring a smooth, connected, and entertaining ride. Another standout feature of the new MINI Countryman is its optimized drag coefficient. With a value of 0.26, the vehicle sets a new record in its segment, yielding impressive efficiency and reducing noise for a quieter ride. This blend of practicality and innovation showcases the MINI brand’s commitment to delivering driving experiences that are both satisfying and sustainable.
“With its powerful 4-cylinder petrol engine and sporty design, the new MINI Countryman S ALL4 sets new standards in its segment,” says Stefanie Wurst, Head of the MINI brand.
Intelligent All-Wheel Drive Allows Even More Freedom
The ALL4 all-wheel drive system in the MINI Countryman S ALL4 grants a remarkable augmentation in traction, safety, driving stability, and agility. This is achieved through its swift and precise electronic control, which effectively distributes power between the front and rear wheels as necessitated by varying road and weather conditions.
The model also touts a slightly elevated track width and an increased wheelbase, creating the foundation for superior driving dynamics and enhanced comfort. To further amplify the driving enjoyment across all surfaces, the MINI Countryman comes with new wheel and tire combinations. These thoughtful additions encapsulate MINI’s promise to deliver not just a drive but also an experience.
The direct steering paired with a single-joint McPherson strut front axle and a multi-link rear axle ensures the unmistakable and signature MINI go-kart sensation. This sophisticated setup provides flexibility for drivers to switch between urban traffic conditions and ventures into nature, allowing for either a balanced and comfortable ride or an especially sporty one. Additionally, an optional adaptive chassis with 15mm lowering and frequency-selective dampers is available for those seeking enhanced performance customization.
The MINI Countryman S ALL4 is powered by a smooth two-liter four-cylinder turbo engine, offering an output of 160 kW/218 hp and a torque of 360 Nm. In the US trim, the MINI Countryman S ALL4 boasts a robust 241 hp and a torque of 295 lb. ft. This model underscores MINI’s commitment to performance-enhancing innovation, delivering top-tier power and torque to customers across the globe.
The MINI Countryman S ALL4 integrates the advancements of semi-automated driving, a revolutionary feature that underscores MINI’s innovative edge. This cutting-edge technology enables the driver to relinquish control of the steering wheel at speeds up to 60 km/h (37 mph). However, the driver must remain vigilant to traffic conditions and be prepared to intervene if necessary.
The assistant system further adds to the ease of driving by proficiently spotting gaps in traffic during lane changes. It masterfully adjusts the vehicle to an optimal speed and initiates automatic lane changes, simplifying the process of navigating through multi-lane routes. This intelligent assistance system delivers an unparalleled driving experience, blending automation and driver control seamlessly.
Recognizable Mini Aesthetics With a Reduced Design Language
Regardless of the terrain — a MINI Countryman is instantly recognizable as a MINI. The new design, with its distinctive aesthetics, embodies the brand’s iconic features. Dominating the front view is the distinct shape of the bonnet coupled with the new octagonal front grille. The MINI LED headlamps enhance the uniqueness of the minimalist design with individual signature modes that the driver can select. The short overhangs and the slim outline, along with the stretched contrasting roof, are distinctively MINI.
The broad and upright posture of the new MINI Countryman underscores its strong off-road character. Its vertical rear lights frame the vehicle’s silhouette, giving the new MINI model an especially upright and sporty appearance.
For customers in the United States, the new MINI Countryman S ALL4 can be configured in three styles: Classic, Favored, and John Cooper Works. Each style incorporates unique exterior and interior elements. For instance, the Favored Trim highlights the individuality of the MINI Countryman S ALL4 with expressive details. The new MINI Countryman offers a selection of alloy wheels in a variety of designs and sizes, ranging from 18 to 20 inches.
MINI Countryman S ALL4 Breaks New Ground With Innovative Materials
Clear shapes underscore the new design language in the interior of the new MINI Countryman S ALL4. The dashboard is adorned with a two-tone textile, creating a warm, welcoming ambiance. A panoramic glass roof floods the interior with natural light, while high-quality comfort seats ensure a secure and comfortable ride.
High-standard materials, advanced technology, and customizable lighting contribute to a unique driving experience. A standout feature is the MINI Experience Modes, each offering its own design and ambient lighting. With a single command, the cockpit’s look and ambiance can be transformed.
The new MINI Driving Sounds create a unique atmosphere, enhancing personal driving settings with specially composed sounds. The cockpit centers on a high-resolution, round OLED display featuring a 9.4-inch diameter and a high-quality glass surface.
For easy operation of the infotainment and assistance systems, the MINI Interaction Unit is conveniently positioned closer to the driver and passenger. With the new MINI Operating System 9, the vehicle’s functions can be intuitively operated via touch or voice commands.
The rear of the vehicle is versatile and spacious. The rear seat can be folded down to provide ample space for transporting even bulky items, with the luggage compartment expanding from 460 to 1,450 liters based on EU measurements.
An Immersive Driving Experience and Increased Functionality
Drivers can use the toggle switches located on the MINI toggle bar beneath the OLED round screen to manage essential driving functions, supplementing the select controls available on the steering wheel. The central, high-resolution OLED display hosts all other functions, where drivers can also choose from the new MINI Experience Modes and establish their preferred driving ambiance using specially designed backgrounds and sounds.
A particularly sporty driving experience is offered by the go-kart mode, which amplifies the engine sound within the cabin for an immersive experience. The MINI projector, located on the rear side of the OLED display, can illuminate the dashboard with an array of atmospheric color schemes and patterns that resonate with the selected Experience Mode.
Furthermore, the voice assistant allows occupants to operate numerous functions such as navigation, telephony, and entertainment using voice commands. Voice-controlled interaction is represented on the circular OLED display through an animation of graphic elements, typography, and a unique avatar.
The all-new MINI Countryman S ALL4 comes with a base price in the US starting at $38,900, excluding the $995 destination and handling charges. Production for the US market is set to commence in March 2024, and the first units are expected to arrive at dealerships by early May 2024.
SOURCE | IMAGES: MINI USA
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