Mini USA has taken the wraps off the newest vehicle to be added to its lineup, the 2021 Mini Countryman.
The BMW Group brand’s marketing team has launched a microsite, and the social team has begun posting on Facebook and Instagram. The copy on the social effort reads “While we still can’t wait to travel together, the wait is almost over. Introducing the new Mini Countryman, arriving late summer 2020.”
A more significant increase in marketing communications is planned for August, timed to be closer to when the car is expected to arrive in dealerships, says Rah Mahtani, Mini USA brand communications manager.
The premium compact crossover vehicle will “fit nicely” within Mini USA’s “For the Drive” brand platform, he says.
“The Mini Countryman is an evolution of our unique and iconic SAV (sport activity vehicle) design,” Mahtani tells Marketing Daily. “It retains the Mini-ness that people know and love while remaining the go-kart among SAVs.”
The model features an updated design, along with enhancements in technology and equipment offerings, including an optional all-wheel drive system. It will be the largest member of the Mini family, with an exterior length of more than 13 feet, four doors, a large tailgate and five seats.
The Mini Countryman is one of the brand’s most popular models in the United States, accounting for close to 40% of all Minis sold in calendar year 2019. Worldwide, the Countryman accounts for close to 30% of all new registrations.
Mini had planned its biennial cross-country road rally of Mini owners for July 18-26, but due to the pandemic, rescheduled it for summer 2021.