- Mini is trying to boost sales with a series of special edition ‘product drops.’
- Eight models are coming, although we’ve already seen three of them.
- One upcoming edition appears to have a two-tone interior and gold accents.
Not long ago, Fiat tried to drum up interest in the slow-selling 500e with a series of ‘product drops.’ The first was the (500e)RED and it was followed by the La Prima as well as the terribly named Inspired By Beauty, Inspired By Music, and Inspired By Los Angeles.
While few were inspired to buy the overpriced 500e, Mini USA has now decided to follow suit. They’re launching a Mini Icon Drops campaign, which will see them introduce eight new special editions through a “series of unique, timed releases all inspired by sneaker culture.”
More: Fiat And J.Lo Team Up For Latest 500e ‘Product Drop’
Despite essentially copying the Fiat playbook, Mini incorrectly claimed their effort is the “first campaign in the automotive category to borrow directly from sneaker drop culture.” That didn’t stop them from tooting their own horn either as they said they’ll treat “each edition the way a coveted sneaker release commands attention: with scarcity, anticipation, and cultural intent.”
That’s a lot of hyperbole, especially for a brand that has seen sales halve in the past decade. However, Mini is undoubtedly hoping for better results than what Fiat achieved.
The automaker isn’t saying much about the upcoming special editions, but they released pictures of three slightly different Coopers. The three-door hatch features a striped roof as well as golden accents on the mirror caps and grille surround. The five-door model is similar, but sports a golden roof. The convertible, on the other hand, has its roof pulled back to reveal two-tone seats with a familiar stripe pattern.
Mini also released a teaser video, which could offer hints at the upcoming models. However, their website quietly confirmed we’ve already seen three of the eight special editions. This includes the 1965 Victory, Red Line, and Paul Smith editions.
The fourth will arrive next month, while the fifth lands in August. Two debut in October, while the final special edition bows in March of 2027.
