• by Tanya Gazdik , July 8, 2022

Mini USA is kicking off its biennial road rally, Mini Takes The States for the first time since 2018. 

The nine-day event, with the theme “Reunite and Rally,” launches from Burlington, Vermont on July 9 and travels south to Spartanburg, South Carolina, passing through nine states and eight cities along the way.

More than 2,000 people have registered online to attend the event. The automaker expects walkup every day along the route, says Caryn Grun, head of experiential marketing at Mini USA.

“We have Mini enthusiasts joining us for the entire route, and hopping along for the ride at different cities along the journey, so we’re expecting to see our numbers rise throughout the event,” Grun tells Marketing Daily. 

The 2018 event, which included two different routes starting in different parts of the country before converging in Colorado, attracted more than 3,600 owners.

The continuing COVID-19 pandemic, which prompted the cancellation of the 2020 event, has not been forgotten

“All MTTS activities will be held outdoors this year, and we’re pleased with the response,” Grun says. “Community is a unique and defining element of the Mini brand, and Mini Takes the States has always been about engaging with our community of Mini owners.”

SiriusXM joins as a new sponsor of the event in addition to the returning sponsors, the Mini card and Mini Value Service.

As the Audio Entertainment Sponsor of MTTS, SiriusXM is offering attendees 90 days of free listening on the SXM app. SiriusXM is also standard equipment for all Mini models in the lineup since the 2022 model year.

The Mini Card rewards MINI drivers by offering points for Mini purchases as well as gas and electric vehicle charging stations. Special cardmember rewards will be available at Rise & Rally events throughout Mini Takes The States.

With Mini Value Service, owners receive complimentary multi-point inspection at participating Mini dealers through July 9.