MINI has decided to skip both the Detroit and Geneva Auto Shows next year.
“The BMW Group confirms it has decided Mini will not be represented at the shows in Detroit and Geneva. This decision reflects Mini’s new product and brand strategy, which was presented to the public on June 24, 2015,” Mini USA spokesperson Mariella Kapsaskis told Autoblog. “Part of the new brand strategy is focusing on selected auto shows and an increased engagement with events that increase MINI’s access to other relevant target groups.”
The decision is based on how MINI wants to position itself. Both Detroit and Geneva are catered more towards breaking news to the world, unlike other auto shows that are more centered around consumer attendance. MINI clearly wants to put its products in front of folks who actually want to buy them.
It also makes sense seeing as MINI doesn’t have any breaking news coming in the early part of 2016.
MINI joins Jaguar Land Rover, another British brand that will be sitting our the 2016 Detroit Auto Show.
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