I was at a Hipster Carlaunch – and it was eye opening.

"Fred (FreddsterExprs)" (freddsterexprs) 03/24/2014 at 08:50 • Filed to: Hipster, Mini, Car, Launch

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Everyone loves a free meal. Everyone loves free drinks. Everyone loves fancy meals and alcoholic free drinks even more. So somehow, I ended up spending a Thursday night in a loft, electro songs blasting from the speakers, eating snacks from tiny, square plates while taking a look at what Mini calls the "The New Original".

*****

How did I get in? As a male, not broke, but not loaded business student, driving a family-handed Fiat (There will be an Oppo review as soon as the summer tires are on!), I am not exactly their target group. But there is a Mini in the family. My mum bought one a few years ago. A blue One, with pretty much no extras. It is all the car she needs, and considering she is well known for being overtaxed with any form of technology, I am glad that the car has as few buttons as possible.

So, with the event being a customer presentation of the new car, she received an invitation. That was my ticket in. My old man heard of the free drinks and decided to join me, without any interest in cars or even Minis at all.

I arrived just on time and had a good laugh parking my wagon. The especially reserved guest parking area consisted of 85% top-of-the-range-options-ticked Minis and 14% BMWs. And 1% Italian shitbox after I left my car and made my way to the location.

Oh the location. Could it be any more fitting? It was a loft. A former industrial site where washing machines and dishwashers "made in Germany" were screwed together. Hipster/artists love the areal, and I wasn't surprised that it was Mini who decided to hold an event there.

From the outside, it all looked fairly low key. The building was not in the best shape, but far from grunge or what I imagine Detroit looks like. A few Minis were on display, a few were driving around, giving shuttle rides to the parking spots. There even was a bouncer, but one of the nicer types. While I was waiting outside for dad to join me, I noticed what kind of people were coming. I wore my old leather jacket, jeans, K-Swiss sneakers and a grey shirt with a British flag printed on it.

As for the other guests: Why are there so many suits I asked myself. What is it with all the grey hair and younger women?

It was time to go inside, and not soon after I tasted the first little dish (Roastbeef on bread, delicious), one of the Mini guys stopped by. He was the typical oh-so-charming sales man: the smile too bright to be honest, the hair to styled to look casual, his mood too positive to be taken seriously. Also, a lot of hugging, high fiving and other forms of "youth" body gestures were involved, which amused me when he approached my father (50) to greet him in the same way. Awkwardness and uncomfortableness on one side at least.

It was time to move on through the loft; furniture was spare, and if there was some, it had to look cool and laid-back. And old stuff. Old stuff is in again. And credit where credit is due, the guys from the local dealership did a fine job dressing up the hall.

Pinball and space invasion arcade. Palette-made sofas and square stools. An old regulator-fabrication-thing. Fridges with free drinks all around the loft. A wall, live painted by a street artist (which he now can't claim to be anymore, as he sold out to do legal, boring indoor stuff. What a hypocrit.). They really brought out the full arsenal.

There was just one problem with the whole thing. The audience was wrong. In particular, I could see the ironic clash of what Mini wants to be, and what Mini customers actually are .

The sales man crew on one hand: Sportive shoes (Chucks, Airmax, that sort), the Mini branded shirt representing the new car, skinny jeans and – of course – a sportsjacket. It is the impersonation of what society and glossy magazines understand as a young, successful, but modern and in no way pedantic person. Young performers if you will.

And what they met was elbow patches. Something that was cool 2 years ago (How I met your mother was brilliant and the craze back then!), and now looks ridiculous if you are over 23 years old. The alternative was a full grey suit, a popular option the more silver arrow like your hair looks. Instead of T-Shirts, white shirts were popular. I guess it is easier to hide prosperity spare tyre in there.

*****

It is a problem I see for the whole BMW Group. The original Mini was a revolutionary car. It showed how to maximize space, and it was rather cheap. Economic reasoning was as essential to its success as was motorsport history. Minis unforgettably won the world's toughest rally, the Rally Monte Carlo. It all came together to give it the cool aura of effortless achievement, and thanks to its affordability, it also became known as a car that was popular with the younger crowd.

Since 2001 and the New Mini Cooper, things have changed. BMW opened the niche of the luxury small car. Pay more for less usability, get a stylish exterior for compensation. They pushed their car with the iconic badge and the customers associations that came with it, when in truth it had none of the original traits if you exclude the over used Go-Kart handling. It sold, but how long can they keep it up? How long can you rest a brands recognition on marketing pillars that have vanished completely?

And just like the car, the customers changed. If BMW would be really aiming for young people, they wouldn't bring out a space invaders arcade and inviting the guest to relive part of their youth with it. It implies a 40 year old customer at minimum.

Then there is the interior of the new one Mini. Special guest and Mini Design Chief Anders Warming tried to sell it as innovation, when in fact it is an adaption to customer demands. The speedo and tachometer were moved to the conventional place behind the steering wheel, as were the buttons for the windows. No more playful but unpractical features – the new Mini buyers are older and don't like inconvenience over style, but don't want to admit it. You know, that would be uncool.

At this point I can summarize the actual reasoning behind the launch party: It was made to look young, but was made for the old. It was planned to keep the illusion of the Mini brand alive by surrounding the potential customers and money spenders with objects and humans they would associate with youth and casual fanciness. To feel young and hip, they would be ready to spend more money on a car. Brilliant.

With Oppo being a car forum mainly, here are a few things I noticed about the new Mini itself, the first one to switch from Rover R-codes to BMW development codes (F56 in this case). The interior is far nicer than before material wise. It probably had to do with the way the cars were configured, because they all would have cost more than 35 thousand euros (48 thousand in yanks money). It seems to be more spacious inside too, although the rear bench is still more of an extended storage area than a proper seating arrangement. On the outside, it didn't really improve. The front end looks big and too curved, the rear lights are way too big, and the Cooper S sports what has got to be the worst front bumper designed in recent years. My favourite thing about the whole new car was a trivial feature: An exposed chrome filler cap. It looked surprisingly classy and oldschool sportscar against the bright yellow/orange paint.

*****

I grabbed a coke and a delicious dessert, chocolate/cherry brownies of some sort, and let the party come to an end. Not before getting taught by my dad how to play real, physical pinball. It was a first for me, as I am simply too young to have lived in an era where those things were existent in bars…

duurtlang > Fred (FreddsterExprs) 03/24/2014 at 09:29

1

The disconnect between actual demographic and the advertised demographic continues to intrigue me. I think it's partly done intentionally. Older people buy lots of cars and thus are a natural target demographic. So it's only normal manufacturers target these people. Like you mentioned, older people don't want to perceive themselves as old. So manufacturers act like they target younger people all the time. Just look at the marketing for, well, any car. Do you ever see cars advertised to people over 50?

Milky > Fred (FreddsterExprs) 03/24/2014 at 09:34

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I'm a semi-hipster young person (24) that is wearing a jacket with elbow patches right now. When done right it looks good.

Otherwise good read.

jvirgs drives a Subaru > Fred (FreddsterExprs) 03/24/2014 at 09:35

5

This is it's "shocked" face

Fred (FreddsterExprs) > Milky 03/24/2014 at 09:43

3

If done right, everything can look good, even elbowpatches.

jariten1781 > Fred (FreddsterExprs) 03/24/2014 at 09:45

1

they wouldn't bring out a space invaders arcade and inviting the guest to relive part of their youth with it. It implies a 40 year old customer at minimum.

You're a bit off on the age there. I'm 32 and pumped many a roll of quarters into Space Invaders.

Rockchops > Fred (FreddsterExprs) 03/24/2014 at 09:58

12

"AAAAH I AM SURROUNDED BY HIPSTERS! SEND HELP!!!!"

hatbob > Milky 03/24/2014 at 10:01

5

Normcore or death.

404 - User No Longer Available > Fred (FreddsterExprs) 03/24/2014 at 10:03

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That expression on the Mini looks like it has seen things.

TwinCharged - Is Now UK Opponaut > Fred (FreddsterExprs) 03/24/2014 at 10:05

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I remember I was at the launch of the R56 Mini at my local dealership back in '07. I actually helped pull the cover off the car as it was introduced. I remember there were strobe lights and music. There were girl waitresses. There was a bar. And sushi. Oh yes, lots of sushi.

Funny thing is, once I saw for myself the R56, I wasn't really enthused. I thought the MINI had gotten bigger, uglier and fatter. So I spent the rest of the evening wandering around the rest of the dealership whilst everyone partied. I kept finding myself drawn to the red and white Ford GT in the room next door...

spanfucker retire bitch > Fred (FreddsterExprs) 03/24/2014 at 10:06

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https://www.youtube.com/watch?v=Qe1fDd…

Dee, you bitch!

Bakkster, touring car driver > jariten1781 03/24/2014 at 10:06

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28 and I spent many a family vacation blowing into the Atari Space Invaders cartridge to make it work. I'm about on the young range for people who remember actually using arcade machines, floppies, tapes, and vinyl.

Smokin Jay > Fred (FreddsterExprs) 03/24/2014 at 10:07

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I love curry wurst!

Coan Arcanius > jvirgs drives a Subaru 03/24/2014 at 10:08

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"What is that man putting in my tail pipe?!"

Smokin Jay > Milky 03/24/2014 at 10:08

1

My cousin is about 30-31 and he wears a fedora a good amount of the time and a scarf when it's cold. He's a really large guy and it just kinda looks right on him. I still give him shit for being a hipster but the "hipster" look is popular for a reason.

RacecaR > Fred (FreddsterExprs) 03/24/2014 at 10:13

4

"Eye opening" you say?

Honestly though, thanks for writing this up. I just spent time reading it at work, while listening to a recent podcast by Lifted Music (a DnB podcast, check it out) and sipping my green tea...and I'm pushing 40.

Oh, and this..."I guess it is easier to hide prosperity spare tyre in there." I will now refer to my gut as a "prosperity spare tire". I love it!

newistheoldold > Fred (FreddsterExprs) 03/24/2014 at 10:13

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Nice read! The idea of appealing to what people want to be, rather than what they are, is ubiquitous IMO. When did you last see a fat person pedaling a weight loss product?

Xesty > Fred (FreddsterExprs) 03/24/2014 at 10:17

2

lol the front of the car reminds me of a deer in headlights... like it just saw itself in the mirror and realized what it has become.

Ntovorni > duurtlang 03/24/2014 at 10:18

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Well..yes...but not really a car, more of a vehicle?

ivankc > jariten1781 03/24/2014 at 10:18

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Check out Multi Arcade Machine Emulator (MAME). You can play honest-to-god Space Invaders 'till you're blue in the face.

tapzz > Fred (FreddsterExprs) 03/24/2014 at 10:18

1

they all would have cost more than 35 thousand euros (48 thousand in yanks money).

That's the direct € -> $ conversion, which is misleading because of exchange rate fluctuations, tax differences etc.

In universal car currency – i.e. a Fiesta – those minis are two Fiesta ecoboost SEs (i.e. about 32.000 US Thaler )

Great write-up, though: it outlines exactly why I'm starting to lose interest in the whole Mini thing...

AlexOsadzinski > duurtlang 03/24/2014 at 10:19

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So true, except maybe for Cadillac's weird but effective "screw the Europeans" ad. What really jumps off the screen are ads for cars that you can't imagine anyone under 50 buying, e.g. Lincoln, Buick. They feature young, just-barely-smug couples or individuals, almost-sneering at the idiots who buy, you know, better cars. My favorite is the couple in a totally-bland Buick crossover (I think), avoiding dinosaurs. They cross the barely-smug line to actually smug.

Ben C > Fred (FreddsterExprs) 03/24/2014 at 10:24

1

i.e. Almost every premium small car launch I've attended.

It looks quite similar to the BMW 2 Series launch I attended last month.

Fred (FreddsterExprs) > RacecaR 03/24/2014 at 10:26

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Glad you enjoyed it, and the fact you read it at work makes it even better!

The prosperity spare tyre thing was actually just a translation of a German term, but it somehow worked out quite well!

gla2yyz > Fred (FreddsterExprs) 03/24/2014 at 10:26

1

I was speaking to a co-worker who went with his mother (current Mini owner and in the market for a new one) to a Mini dealer event just last week. Again it had the young and hip vibe but the room was filled with grey hair. My coworker is in his late fifties and his mother is in her eighties.

I believe Mini's real plan is not to appeal to young customers but rather to make old people feel young by driving what they perceive to be a "hip" and "funky" car. And for the most part they're quite successful.

And that yellow Mini at the top of the page looks like a terrified bumblebee.

Chaos-cascade > Ntovorni 03/24/2014 at 10:26

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Here is one with forty years between the actual end buyer.

RacecaR > Fred (FreddsterExprs) 03/24/2014 at 10:28

1

LOL
That makes the spare tire thing even better!

jariten1781 > ivankc 03/24/2014 at 10:28

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I've got a MAME setup in a rescued Street Fighter cabinet. The only problem with it is that when you have guests over they're on it all evening long.

jimmyray73 > Fred (FreddsterExprs) 03/24/2014 at 10:29

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At least you got to play pinball so the night wasn't a complete waste...

Fred (FreddsterExprs) > TwinCharged - Is Now UK Opponaut 03/24/2014 at 10:29

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Who thought that it would be a good idea to put a Ford GT in the room next door?! Nobody would ever pay attention to a Mini with such a beautiful distraction right beside it.

And it seems like most of the launches for pricey little premium cars feature waitresses and fancy food. It doesn't matter what you sell, it is about how you sell it.

Stef Schrader > Fred (FreddsterExprs) 03/24/2014 at 10:30

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I pulled next to a new Mini in traffic the other day. A four-door Cooper of some kind. Not the Paceman.

Good grief, that thing's grown huge. It dwarfed my Lancer height-wise and that Lancer's kind of tall as far as compact sedans go.

I mean, stop fooling yourselves that this is a "Mini," for Pete's sake. Mini compared to what? A Range Rover?!

The original was cute and playful, plus it was retro in a way that wasn't a turn-off to anyone too young to remember the original. Now it's just become another fat FWD thing. There's zero desirability about these now to me.

Fred (FreddsterExprs) > jimmyray73 03/24/2014 at 10:30

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You are damn right, I am now browsing ebay for a pinball machine. So much fun.

Fred (FreddsterExprs) > Stef Schrader 03/24/2014 at 10:31

2

I planned to ask the Mini designer at which point they will have to rebrand Mini to Medium or Maxi.

BiffMagnetude > Fred (FreddsterExprs) 03/24/2014 at 10:37

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I think there is a lot of risk involved with these strategies. I get that automakers are concerned with establishing future generations of buyers reach out to new demographics. But, the reality is, the people who actually buy things may be turned off.

I tried to convince my wife to look at Mini's, Fiat 500's and or a GTI as a runabout car for in town. Her response was, "Those cars are for children." She is starting to soften up a bit about the idea, but so far those companies are not tapping into her ample car budget.

The trouble is, hipsters don't buy cars at the same rate that older generations do, and chasing them can create a backlash.

M.L. Lapid > Fred (FreddsterExprs) 03/24/2014 at 10:40

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-> Bastard wearing my childhood hero shoes: a retro Nike AirMax 90!!! Used to own one (when I was 7-9 y/o), those were epic!

scourtaud > Fred (FreddsterExprs) 03/24/2014 at 10:42

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Just FYI, the first new gen Cooper S had the exposed chrome fuel filler cap. The same gen convertible did not.

Fred (FreddsterExprs) > BiffMagnetude 03/24/2014 at 10:42

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What they are trying is to transfer the image and coolness of the hipster scene to the established demographics that actually buys cars. That can work, but only to a certain rate.

What I find funny is that she thinks the GTI is a childrens car - it is what I would consider a more or less manly hot hatch. But maybe that's just how it is seen in Europe.

Fred (FreddsterExprs) > scourtaud 03/24/2014 at 10:44

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Did not know that, I never saw it on old models. Thanks for the info!

TwinCharged - Is Now UK Opponaut > Fred (FreddsterExprs) 03/24/2014 at 10:44

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It was an interesting dealership. It sold BMWs, MINIs, Mitsubishis and Toyotas side by side. Funniest thing was that the GT sat with a Pajero and base model Lancer.

And yes - it's all about publicity, but not just now. Even in the past, small cheap cars had big unveilings. The Triumph Herald had its own concert in the Royal Albert Hall. As dancers performed the can can, mechanics rolled the chassis out and mounted the body on the car and assembled the drivetrain as the press looked upon them, awestruck. And finally, when the song ended, a man got into the newly assembled Herald, started it up and drove it off the stage, all the way to the next venue!

r2dad > Fred (FreddsterExprs) 03/24/2014 at 10:48

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That cap—faux. Hip party for old people-faux. New Minis—faux again. While my wife has had both the 2006 and 2013, BMW has migrated out the essence of the car; there will be no other new Minis for our family. They've become too big, and too normal-FWD-sedany. They've killed the car trying to save the brand, and I don't drive a brand.

Milky > hatbob 03/24/2014 at 10:51

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I had to google that … not sure if thats a good or bad thing lol.

RW53104 > Fred (FreddsterExprs) 03/24/2014 at 10:52

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$48k!?!?!?

ivankc > jariten1781 03/24/2014 at 10:53

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That is AWESOME. And that's not too bad of a problem to have.

I just use XBMC to launch it and play with a 360 controller. And then the daughter takes it over.

Milky > Smokin Jay 03/24/2014 at 10:53

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A fedora just too hipster IMO, like you want people to think of you as one.

…

…. Oh gawd what have I become ….

hatbob > Milky 03/24/2014 at 10:54

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It's passe according to my ex who works in fashion. Women like to look sexy so it won't last. Except if they accessorize it correctly, then it's okay.

I like clothes less and less.

Fred (FreddsterExprs) > RW53104 03/24/2014 at 10:55

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Yes. One particular Mini that was on display was priced at 38 thousand Euros (!), which would translate to 52 grand!! Insanity at its best.

xenocyclus > Fred (FreddsterExprs) 03/24/2014 at 10:57

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Why?! Oh, god why?! I lived through the Time of Don Johnson once. I don't want to do it again. Keep your damn jacket sleeves DOWN.

RW53104 > Fred (FreddsterExprs) 03/24/2014 at 10:59

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I guess that makes sense, but I never realize dhow premium these really are. Though I'm pretty sure you can option up an Accord or Malibu close to $50k, so at least these people have taste.

scourtaud > Fred (FreddsterExprs) 03/24/2014 at 11:00

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My Brother had one of the first MCS, I bought a convertible when they came out and he kept pointing out my dull fuel filler cap. It was very annoying and could not be retro fitted.

Fred (FreddsterExprs) > RW53104 03/24/2014 at 11:01

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But you would get a proper car that can haul stuff and 4 of your friends in comfort. Instead, you pay for a car that is a girls accessory and can haul one grocery bag plus 1 friend with legs and 2 minions.

burnedoneanddone > Fred (FreddsterExprs) 03/24/2014 at 11:01

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"Not before getting taught by my dad how to play real, physical pinball. It was a first for me, as I am simply too young to have lived in an era where those things were existent in bars…"

I'm in my 30s and this hurts.

Stef Schrader > Fred (FreddsterExprs) 03/24/2014 at 11:02

2

Yesssss. Maxi. Not like the Austin, like the pad.

Fred (FreddsterExprs) > burnedoneanddone 03/24/2014 at 11:04

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I am 20, and I played pinball on Windows XP. Never seen an actual working machine before.

What a generation gap...

raz-0 > duurtlang 03/24/2014 at 11:04

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You do see cars advertised at older people. It is just done in a subtle way. You don't... you know.. ACTUALLY put older people in it. You have celebrity endorsements from activities that skew to the desired demographic. Like golfers. Or you have a celebrity endorsement from someone who was at the peak of their fame when the older demographic you want to hit was the right age to remember them as someone really cool and important. Or you make it a montage of high quality cinematography with lifestyle statements that appeal to said demographic. Definitely put in some older rock song form their youth redone by younger cheaper musicians in a way that might, but doesn't actually, appeal to younger buyers so that they can feel like the youth of today know what generation was really cool, young, and hip. Maybe show everything but the face of some man or woman who could be any age. At least if they have good genes and dye their hair.

The above definitely covers 40 to about 52 or so.

Milky > hatbob 03/24/2014 at 11:05

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So I'm good not knowing then gotcha.

But I'm actually going the opposite direction of you then. Just getting into the working force & enjoying being able to buy nice things.

dapper_otter > Smokin Jay 03/24/2014 at 11:11

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A scarf when it's cold is fine, I get that. What I don't understand is when it's 90 degrees outside and I see a hipster wearing a scarf over their t-shirt.

Beldrueger > hatbob 03/24/2014 at 11:13

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.. so you are slowly converting into a nudist?

duurtlang > Fred (FreddsterExprs) 03/24/2014 at 11:14

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We use the term in Dutch as well. As a university student we used something else for (usually female) students who joined classic student organisations (as in: drink a lot). By counting the growth rings you could guestimate in which year they started.

R W > Fred (FreddsterExprs) 03/24/2014 at 11:15

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50k for a mini?

Fred (FreddsterExprs) > R W 03/24/2014 at 11:17

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Yeah. One Mini that was displayed there would have cost 52thousand dollars, or 38k Euros.

472CID > Fred (FreddsterExprs) 03/24/2014 at 11:20

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Just thinking of all those ruined jackets

Battery Tender Unnecessary > Fred (FreddsterExprs) 03/24/2014 at 11:20

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Since a Hipster's greatest fear is for someone to find out they really care about something in the present, rather than the past, wouldn't marketing to them be an exercise in reinforcing denial.

hatbob > Beldrueger 03/24/2014 at 11:23

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scruff.

Twingo Tamer - About to descend into project car hell. > Fred (FreddsterExprs) 03/24/2014 at 11:29

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"GIN? I HATE GIN. GET ME A BEER, GET ME A BEER"

R W > gla2yyz 03/24/2014 at 11:30

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That only works so long. At the end of that road is what cadillac was in the 90s

sbmellen > Fred (FreddsterExprs) 03/24/2014 at 11:31

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What, no moustache?

If only EssExTee could be so grossly incandescent > Fred (FreddsterExprs) 03/24/2014 at 11:43

1

That car looks absolutely terrified.

BiffMagnetude > Fred (FreddsterExprs) 03/24/2014 at 11:54

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In the US the GTI is much more affordable and many people view all hatches as children's cars. We don't typically associate small cars with manliness, unless they have serious muscle. I love the GTI, but I think I am in the minority at my age (45). Most guys can't wrap their heads around choosing a 200hp fwd car instead of a 400 hp Mustang.

The problem with applying the hipster image to other demographics is youth culture has an element of peacockery. Some people who are establishing themselves are more likely to rely on fashion statements than some of those who have less to prove. My wife is very accomplished and pretty buttoned down. The last thing she wants is to announce herself with a car, or some overt fashion, especially in a "I wish I was 25 years old" kind of way.

BahamaTodd > Fred (FreddsterExprs) 03/24/2014 at 11:55

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Interesting... I managed to persuade the local Audi dealer into giving me tickets for their A3 launch party. Still contemplating actually going...

Wandered > hatbob 03/24/2014 at 12:00

1

I believe that should be "Normcore or meh."

Wandered > Coan Arcanius 03/24/2014 at 12:06

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"Two in the where and what in the who??"

Wandered > Fred (FreddsterExprs) 03/24/2014 at 12:09

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minor point of grammar: "cars and even Minis" should be "Minis and even cars" #corrections

thebigbossyboss > Fred (FreddsterExprs) 03/24/2014 at 12:17

1

Wrong. A Daewoo Leganza can never look good!

FromCanadaWithLove > Fred (FreddsterExprs) 03/24/2014 at 12:19

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I thought elbow patches were all the rage, or whatever rage is to people who swear they "did it first"

AdmiralAkbar > RacecaR 03/24/2014 at 12:22

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When I saw the Mini's new front end, that image was the first thing that came to mind.

AdmiralAkbar > Fred (FreddsterExprs) 03/24/2014 at 12:25

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I just can't take that face seriously.

Fred (FreddsterExprs) > Wandered 03/24/2014 at 12:26

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Noted, but what is the rule behind that? It sounded right when I wrote it.

Fred (FreddsterExprs) > AdmiralAkbar 03/24/2014 at 12:27

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I laughed way too hard at the gif. It is so funny because it's exactly the Mini face!

Smokin Jay > Milky 03/24/2014 at 12:28

2

Haha I definitely don't dig the fedora look becoming extra popular but you have to admit when the right person wears it there's nothing wrong with it (outside of the context we're applying here which is that popular culture has turned it into a symbol of being a "hipster") and it can even look fitting or good. I knew a guy in college 6 years ago before this hipster thing really blew up and he wore a green fedora with a feather in it. He also talked with a rotating list of 6 different accents because he was just odd like that. The hat worked for him and so did the accents. God only knows why but it did. I'm afraid that when we start applying labels to people based on the clothes they wear then we are becoming the same type of people that have caused us to disdain the hipster movement in the first place.

Fred (FreddsterExprs) > BahamaTodd 03/24/2014 at 12:29

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Free food and free drinks. You have got nothing to lose, and you even can get an insight at the new, terribly ugly A3 and the people that according to your dealer should buy it.

Smokin Jay > dapper_otter 03/24/2014 at 12:34

1

Agreed. I usually roll with "whatever makes you comfortable" though and for some reason looking a certain way makes some people comfortable. I don't care much for that but I know people who wear suits a lot of the time because they just feel comfortable in dresser attire. I'm a casual person so I rock the dickies and t shirts sometimes with questionable band logos on them. The scarf on a warm day is always good for a laugh though because it's so.impractical. I don't want the hipsters to change because there is real comedic value to their bit especially if it's unintentionally funny.

Cé hé sin > Stef Schrader 03/24/2014 at 12:45

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Yes, like the Austin. Heritage you see.

Milky > Smokin Jay 03/24/2014 at 12:56

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Damn you using logic and making me feel bad!

wiffleballtony > Fred (FreddsterExprs) 03/24/2014 at 13:08

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I only know one person who really wants a Mini. He is in his late 50s. He is a web art designer professor for Arizona State University. He reason he wants it is because it was cool when he was young. I know two hipsters. One with a good job, he bought an Imprezza. The other who doesn't wants a Morgan 3 wheeler. The Morgan is probably the most hipster car out there. Its old and made of wood. Yet new. And the three wheeler doesn't conform to what the establishment thinks of a car.

TotallyThatStupid > Fred (FreddsterExprs) 03/24/2014 at 13:35

0

Some random thoughts on the MINI/Mini:

1. We test drove the base model and the S back in 2004 when we last bought a new car. Neither was terribly exciting. Both engines sounded like Dodge Neon mills, and the interior room was laughable. If I wanted a two-seater, I would have bought a Miata.

2. I don't know anyone young who has ever purchased one, new or used.

3. I worked as a British car mechanic in high school and part of college. The original Mini was a complete party - quick enough for Connecticut backroads, handled beautifully, and was oh so itty bitty. THAT is a Mini. Not some 2800 lbs. monster with 22 airbags.

Nowadays, I see MINIs that rival my W124 Benz in size. I don't get it.

Satoshi "Zipang" Katsura > Fred (FreddsterExprs) 03/24/2014 at 13:49

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A long time ago, I had a bit of a complaint regarding the faux ram air scoop from the R56 as it was just for decoration... And for burning people's hands off because that's where the turbo was.

I hope Mini doesn't do the same mistake.

gla2yyz > R W 03/24/2014 at 13:56

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Couldn't agree more. But if Mini's targeting one market but actually selling to another they have to change their strategy: either embrace the old folks who can buy your cars today or go after the young crowd that will give you a longer opportunity to sell to them.

porchswinghero > Milky 03/24/2014 at 14:05

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Jock=bro
Goth=emo
Hipster=yuppie

Same thing, new name.

ihbase > Fred (FreddsterExprs) 03/24/2014 at 14:08

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(sigh) If we are going to begin down this road… "It sounded correct when written."

But even this proposed edit is not an ideal structure because it suggests that the physical sound of the act (writing) was correct rather than the structure of the sentence. (The sentence made no sound.) Perhaps then, "it appeared to be correct when written" would be ideal if not self-evident for were it to be otherwise, "it" never would have been written.

The bottom line: If the reader's jeans are skinny or the jacket has elbow patches, other corrections are more pressing.

#corrections

jeadly > Fred (FreddsterExprs) 03/24/2014 at 14:19

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So Mini is BMW's Scion?

Fred (FreddsterExprs) > ihbase 03/24/2014 at 15:08

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I was just wondering what the actual rule was behind the order that Wandered suggested. I couldn't think of any.

Wandered > Fred (FreddsterExprs) 03/24/2014 at 15:09

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You used even to indicate a greater extent or degree to the idea that your father is uninterested in cars. If he has no interest in cars, it's implied that he has no interest in a specific manufacturer of cars. However, if you said that he has no interest in Minis, it leaves open the possibility that he has interest in other cars.

If Mini made something other than cars, then your usage would be correct but maybe not the most correct. In that case, I would suggest:

"My old man heard free drinks and decided to join me without any interest in cars or Mini."

Fred (FreddsterExprs) > Wandered 03/24/2014 at 15:12

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All right, now I understand why it should be the other way round. What I actually wanted to express was that my old man has no interest in cars in general and even less (if that's possible) for Minis specifically.

ihbase > Fred (FreddsterExprs) 03/24/2014 at 15:36

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Yeah… I was just being a smartass. I'm guessing that Wandered was pointing out that "even" should precede (modify) the smaller class (by number) rather than the larger class. But I did not catch the language in the body of your post.

The more important point: Your thesis about market composition vs. market aspiration is a really interesting point in the context of Mini. It would suggest that the brand has no future with the current model configuration because the consumer base is small and aging rapidly.

I keep thinking that BMW should have spun the new front wheel drive platform off into a different brand rather than watering down BMW. Perhaps, Mini would have been a good home for the new front-wheel drive cars. Sure, the current owners would have been upset (both of them) but it would have provided Mini with a product range that had a future and it would have avoided diminishing the BMW brand with crap platforms. -Michael

Smokin Jay > Milky 03/24/2014 at 18:04

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Hah I didn't intend to make you feel bad just expressing my musings and experiences. I also knew some people in college who were legit hippies in the since that they were complete deadbeats and lived in an apartment with my buddy and his roommate without paying any rent. They also kept attempting to get him to split the cost of pot with them because when you buy in bulk it's cheaper. Only thing is my buddy actually had to go to school and study and shit while these guys would sit and smoke weed all day. THIS is why I don't like hipsters...

Paul Cypert > Fred (FreddsterExprs) 03/24/2014 at 22:04

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Oh wise Gawker writer. Please tell me the correct way to live. You know so much about trends and what's cool. Please take a moments respite from on high and hand down the correct parameters for living.

Seriously is it a weekly point to link bait a hipster article on here? I've worked with event coordinators for the last 10 years on launches and press releases. 85% of them are in loft type artsy places. These are Asian executive events too...so not exactly hipster.

And pointing out that the event leaders are in cons and what not...well most planners/event coordinators/ad guys are "hip". Doesn't mean there's a huge divide in what they want and what they actually get. They schedule events based on what they'd like bc they're spending the money and who actually turns up is often different.

This event was as "hipster" as your mind made it. Seriously you guys are either just high level trolling at this point or have just decided to own a lack of any journalistic responsibility in your coverage.

RazorGP > Fred (FreddsterExprs) 03/25/2014 at 02:25

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This reminds me of a Dopey face from the dwarf.

Fred (FreddsterExprs) > Paul Cypert 03/25/2014 at 07:00

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Gawker writer? You should distinguish between a thread from Oppositelock (Jalopniks fun and reader written corner) and a Gawker article.

Also, you should notice that I didn't judge anyone or felt that it was my responsibility to "hand down the correct parameters for living".

To your main point: You just confirmed what was my conclusion. Hip styled events for non hip people. I then went on to transfer this observation to the Mini brand in general.

The only thing where I want to disagree is this:

They schedule events based on what they'd like bc they're spending the money and who actually turns up is often different.

So you are saying that event managers plan an event the way they like it and don't care who then actually turns up? And that is makes sense because they are spending money to run the whole thing?

In that logic, a stripper and cocaine loving 20 year old party planner would rent a loft and hire dubstep Djs, strippers and drug dealers when organizing a launch event for a hand blender, not minding that it will be bored women turning up.

chriswhotakesphotos > Fred (FreddsterExprs) 03/25/2014 at 10:49

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I dunno, I'm pretty millennial and I've always thought these looked bad.

Paul Cypert > Fred (FreddsterExprs) 03/25/2014 at 21:34

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It just is what happens. Also event planners get promotions from the newer buildings to lure people to the properties...these tend to be newly refurbished spaces which also tend to be "hipper" places. No one's going to spend the time and money to host an event at...well I can't even think where the appropriate place would be for middle aged women referenced in the article. They just don't ever do press launches at crappy places that aren't photogenic unless they don't have a budget (and mini def has marketing budget).

Also the guys paid to organise and host the event are of course going to be hip. Who hires PR folks stuck in the past? The clothes of people hosting an event in no way reflect target audience...they reflect what someone wanted to wear out that day/what they felt could get away with based on desired dress code (i'm guessing business casual at this event).

You didn't feel the need to hand down any information on correct way of living, but the whole tone of the article is like "I'm smart, hipsters are stupid".

But again, who on earth wouldn't schedule a non-hip event? Who wants to completely own beige? No one. That's not how you garner attention and that's not how you host a good event. This is not new or indicative of anything other that what you're wanting to read into it.

I just photographed a multi-day event for high level futures traders. They used the Erawan Loft (a very stylish, "hip" loft style space). Not a guy in the group was under 45, wore cons, or represented a hipster demographic. The people who booked the event were 20's, wore cons, and one might have even had a "slim fit suit" on (gasp). Futures trading must be hipster by your logic LOL.

Wandered > Fred (FreddsterExprs) 03/26/2014 at 11:44

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The way you just said it is correct, and you don't need specifically on the end.