The MINI Highgate Edition Celebrates the 2012 London Olympics
Michael Hines — February 13, 2012 — Autos
The MINI Highgate edition is the third MINI released in as many weeks that pays tribute to a London neighborhood. Like the Baker Street and Bayswater before it, the Highgate edition is merely a cosmetic upgrade dedicated to instilling some English pride during the run up to the 2012 London Olympics.
The MINI Highgate edition differs from its aforementioned counterparts in that it is a convertible. The package includes 17-inch wheels inspired by the Union Jack, special Lounge Leather seats with dark truffle and light contrast stitching and a ton of Highgate badging. The MINI Highgate package is available on all convertible models (S through SD) and starts at $33,000. The Olympics are still many months away which means that MINI has time to release many more special editions. There has never been a better time to drive British.
The MINI Highgate edition differs from its aforementioned counterparts in that it is a convertible. The package includes 17-inch wheels inspired by the Union Jack, special Lounge Leather seats with dark truffle and light contrast stitching and a ton of Highgate badging. The MINI Highgate package is available on all convertible models (S through SD) and starts at $33,000. The Olympics are still many months away which means that MINI has time to release many more special editions. There has never been a better time to drive British.
Trend Themes
1. Cosmetic Car Upgrades - Car manufacturers can introduce more limited edition cosmetic upgrades to attract niche consumers.
2. Localized Branding - Creating city/neighborhood-specific branding or limited edition products can generate local pride and sales.
3. Patriotic Products - Creating products dedicated to promoting national pride can be a successful marketing strategy.
Industry Implications
1. Automobile Industry - Car manufacturers can leverage cosmetic upgrades to create product differentiation and appeal to niche audiences.
2. Tourism Industry - Creating city/neighborhood-specific branding or limited edition products can increase tourism and generate local revenue.
3. Retail Industry - Creating patriotic products can increase sales and brand loyalty among consumers who have a strong sense of national identity.
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