MINI DeLux Wins the MINI Originals Design Contest

After thousands of votes and what seemed like a never ending wait, the MINI USA Community chose its favorite design in the MINI Originals contest organized as part of the MINI Final Test Test Drive event.
MINI DeLux 1 photo
Photo: MINI
Alex Coyle’s ‘DeLux’ design won the contest, gathering the most votes. A limited-edition range of such MINIs will be put in production and then sold throughout the US in various, select dealerships (according to MINI there will be up to 56 of them built).

Alex was one of the winners of the MINI contest that had the chance to test the new hatch and design her own car afterwards, in what must’ve been a thrilling experience. She was even a start in her own commercial, featured in the video below.

The contest kicked off back in November, when MINI USA invited its fans to tell them why they deserve to test the new MINI. To do so, they had to submit a video or photo about what they want to test on the car the most.

Out of more than 800 submissions, nine winners and a ‘fan favorite’ were picked for the last test drives. After their time behind the wheel, they sat down with an illustrator and created their own MINI design and options package.

“MINI has always been and will continue to be about embracing and engaging our owners and keeping them at the center of our thinking and actions,” said Tom Salkowsky, Department Head, MINI Marketing.
“The Final Test Test Drives program is another example of that engagement and we are thrilled to announce Alex’s winning design as well as thank the other nine owners for their unwavering support and participation,” he added.

The winner, Alex Coyle, is a sophomore studying creative advertising and photography at Virginia Commonwealth University in Richmond, VA. She says she was inspired by light when coming up with the DeLux design:

“‘Lux’ is the root meaning of ‘light. After I went through all the options I had available to customize the car I went for all the bells and whistles and created what I call a “Deluxe” model. The result was ‘DeLux’”.

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