• by Tanya Gazdik , Staff Writer, July 22, 2024

Another edition of Mini Takes The States is in the books. 

This year the massive customer loyalty event traversed five states and nine cities, starting in Albuquerque, New Mexico on July 13 and concluded last night in Seattle, Washington with a Rally Finale. 

Patrick McKenna, head of marketing, product, events and strategy for Mini USA, said roughly a 1,000 attendees went the entire route, and about half of them are new to the brand. 

“So we have half loyalists and then half are first timers,” he says. “The number of people going the whole way has definitely increased. But we love the fact that half of them are first timers. They get to experience this and it's just so much fun to be a part of.”

In total, about 2,000 people participated, which McKenna jokes makes it the world’s largest focus group.

“As a marketer, it's just such a privilege to see how it's grown over the years and people just really appreciate it,” he told MediaPost. “I think I have had maybe one or two complaints so far out of...everyone gets along, it’s a peaceful coexistence. I think it's a lesson to the world on unity.”

Unlike some car shows, there’s no ego. About the only disagreement is over who has the coolest vehicle. Owners take great pride in customizing and personalizing their vehicle, both in appearance and performance. There are endless versions of custom vanity license plates, and more cute dogs than, well, you can shake a stick at.

“There's no hierarchy,” McKenna says. “If you look around, you will see cars that are 22 years old. You will see cars that are 22 days old.”

This year’s event featured the media first drive of several highly anticipated new models, including the 2025 Mini Cooper S hardtop and 2025 Mini Countryman John Cooper Works package.

The rise and rally gathering in Yakima, Washington on Saturday was special because it was attended by former Mini USA VP Jim McDowell, who conceived of the first Mini Takes the States in 2006. The first giant, bi-annual, road trip started as a way to celebrate the Mini Cooper S JCW GP. McDowell retired in 2013 and now lives nearby in Washington. 

That first cross-country event covered 19 states in 15 days, starting at the famous Laguna Seca racetrack in Monterey, California and ending in Lakeville, Connecticut.

Many Mini employees including engineers are on hand to talk to owners and see what they’ve done to their vehicles and to hear what they might like in the future, such as amore rugged off-road package.

“Something that's lifted, has maybe a more aggressive tire, more rugged tire, some graphics,” McKenna says. “There's a whole lifestyle that goes with it, so now we're thrilled we now have a trailer hitch for the first time.”

Owners also ask the company to consider bringing back the beloved two-seat roadster, which ended production in 2015.

One thing that is definitely coming back is another edition of the rally, in 2026.

Mike Peyton, vice president and chief motorer, Mini of the Americas, announced to a cheering crowd at the final rally that the company would be back. What a great way to end a reoccurring event, promising excited attendees there will be another one. 

The route won’t be announced until sometime next year, but one thing is for sure — thousands of enthusiast owners will be back!