MINI Cape Town drives Design Indaba for the third time
MINI, the originator of the premium small car segment, will once again be the official vehicle supplier to the 2013 Design Indaba, which will take place at the Cape Town International Convention Centre from 27 February to 03 March 2013.
MINI will supply 25 MINI Countryman vehicles to be used during the Design Indaba Conference and Expo. This is the third time that MINI is the official vehicle supplier to the event.
For the past 18 years Design Indaba has hosted an assembly of some of the world’s greatest creative exponents, leaders and thinkers in a collective effort to advance the message of design and creativity as an instrument for change. It’s also a South African hub for design education and a showcase of high quality, quintessentially local design.
“Our brand is based on many years of creativity in design and communication. In the two years since its launch, the MINI Countryman has developed into a driving force behind the continuing growth of the brand. Therefore it makes sense for us to partner with the Design Indaba,” says Kabelo Rabotho, General Manager of MINI in South Africa.
Launched locally in November 2010, the MINI Countryman has taken the MINI design to a new level with four doors and a large tailgate delivering the brand’s characteristic driving fun outside of urban traffic scenarios and is even available with MINI ALL4 all-wheel drive.
MINI began on its road to success in 2001. With the re-launch of the brand and the concept of a premium small car combining expressive design and exceptionally agile handling with almost endless possibilities for individualisation, the BMW Group made a highly successful venture into a new market segment. The MINI has been named “Car of the Decade” not merely by virtue of its continually growing market success, however, but primarily for the impetus it has given the automobile industry. The “Automobilwoche” jury highlighted MINI’s status as a “cult small car” whose success unleashed “a wave of similar products”.
Looking ahead, MINI will launch the new MINI Paceman in May which has systematically evolved from the MINI Countryman. “The instantly recognisable MINI feeling will now be on tap in the premium compact segment. Therefore, with the MINI Countryman and MINI Paceman, we have created two genuine automotive personalities; two distinctive characters on wheels – two vehicles that basically speak for themselves,” says Rabotho.
MINI also has a couple of surprises lined up at the Design Indaba. To catch a glimpse of these surprises, visitors can visit the MINI stand at the expo or follow @MINISouthAfrica on Twitter or the #MINIndaba hash tag and MINI South Africa page on Facebook.