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MINI Reportedly Scales Back Auto Show Presence, Will Skip Geneva and Beijing

MINI is reportedly skipping two other international auto shows in 2016. The British brand will turn to alternative marketing to attract customers.
MINI Cooper 4-Door 1 photo
The Oxford brand will skip three auto shows in 2016: Detroit, Geneva, and Beijing. While the Detroit absence is already confirmed, the Geneva and Beijing cutbacks have yet to be verified through company officials. Instead, the news comes from the Brits at Autocar, who claim to have insider knowledge about the issue.

Apparently, MINI is scaling down its presence while BMW is scaling up. This could happen because the Munchen brand is celebrating its centenary in 2016 and wants extra show space. Meanwhile, MINI is already known for its marketing stunts and its one-of-a-kind humor. Thanks to these attributes, MINI could keep selling its cars just as well as before skipping a few international car events.

The British brand will turn to alternative marketing platforms for its campaigns. This means we could see more eccentric MINI adverts on Youtube, but also marketing campaigns on Facebook, Instagram, Snapchat, Tinder, and many more. After all, MINI is saving big bucks on skipping three important auto shows, whose exhibition rates are pretty high.

So far, we’re still waiting on an official announcement from MINI on skipping several important international automotive shows. If the quoted insiders are right, the British brand will skip the first three important events of next year, all three happening on different continents.

Not going to auto show also means that MINI could delay some premieres from its upcoming lineup, but "delay" is a big word in this scenario because the company could have planned this strategy all along. According to Autocar, the 2016 premieres from MINI are the Clubman John Cooper Works, set for a world debut at the New York Auto Show, along with the new Clubman All4 variant. The second-generation Countryman is expected at the 2016 Paris Motor Show, set to take place in September.


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