Mini Updates Website With Build-Your-Own Experience

Mini is launching an updated consumer website that includes a new “Build-Your-Own” vehicle configuration experience. 

The changes were informed by “extensive” dialogue with both consumers and dealers, according to the automaker, which is an independent brand of the BMW Group. 

The website’s enhancements include a redesign of key product pages. The site’s online shopping tools were also combined in the new “Shop @ Home” page for an easier research and purchase process at home.

The most significant upgrade to the site is the new BYO customization tool.

Mini's digital agency Critical Mass handled the redesign, which was the first major overhaul of the site since 2014, per a spokesperson. The update was already being planned and was not inspired by the pandemic and the related increase in online shopping. 



Other key updates include 360-degree, high-resolution views of Mini exteriors and interiors, value-driven stories about features and options for added context to customers and the option to save and share personalized customizations.

Mini USA also plans to make additional enhancements later this year, including a micro-configurator that allows customers to compare trim features and exterior color, as well as dealer inventory matching, which will allow users to see vehicles in nearby dealer inventory that closely match the selections of their build in real-time as they customize through the BYO steps.

The updated Mini USA website is live and can be accessed at

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