MINI Invites You to Get in Touch With Your Manualhood

In a move set to prevent the death of manual transmissions in the United States, the North American division of MINI has just launched a new ad campaign that addresses the hardtop, Clubman, convertible, and Countryman buyers. In addition, the company has announced a $500 price decrease for the models that are equipped with manual transmission.

Dubbed Manualhood, the campaign also provides a platform to teach drivers how to operate a manual transmission vehicle, and enables the MINI dealers to promote the great benefits of driving a manual. Manual transmission MINIs offer a lower starting price, better mpg, technology like Hill Start Assist, Increased performance and control.

In mid-August MINI dealers in the US will receive a “Manualhood” kit which includes a “MINI Manual Driving School” for driver training. Other goodies included in the kit include floor mats, buttons, door magnets, boot decals and a “Manualhood” handbook.

To support the initiative, MINI has developed advertising creative that includes tag lines such as: Manual Up, Stick Happens, or Exhilaration On A Stick.

“There comes a time in every motorist’s life when they begin to crave more exhilaration than an automatic can provide. They’re maturing. They’re changing. They’re becoming Manuals. And our task is simple: To lend a helpful right hand to guide our young and impressionable motorists through this somewhat awkward but ultimately awesome phase of their lives. How? We’ll provide professional stick-shift training, sound advice about the benefits of the manual transmission and provide enticing rewards to commemorate the milestone that is “Manualhood.” MINI explains.