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Sadly, manual transmissions are a dying breed. For many, the convenience of an automatic far outweighs the many advantages of driving stick, from the lower cost of the car, to improved driving enjoyment and vehicle control, to better fuel economy (although those pesky dual-clutch units are starting to make this argument obsolete).
Several months ago MINI announced the launch of a new “Manualhood” marketing campaign aimed at getting drivers to choose three pedals over two, while simultaneously building up the brand’s enthusiast appeal. More recently, the quirky British automaker followed up with its “Becoming a Manual” PSA video.
At the recent launch of the new MINI Coupe (review here), brand boss Jim McDowell didn’t provide any specifics on how the new campaign is going but he did point out just how popular stick-shift transmissions already are with MINI drivers. While total sales of manual transmission models make up just five to six percent of all vehicles sold in the U.S. each year, the take rate for MINI buyers is vastly higher at 34 percent. Depending on the region, that number can be even higher, with roughly half (49%) of all MINIs sold in New England being manuals.
Long live the stick-shift!
With the launch of its new Coupe model, MINI is continuing to push ahead with its “Manualhood” marketing campaign, releasing a campy new video styled after a 1950s public service announcement. Titled “Becoming a Manual” the PSA outlines that this important stage in growing up. “Manualhood is when your body is craving more exhilaration than an automatic can provide,” explains the gym teacher.
Plus, the video highlights the many advantages to driving stick, like improved fuel economy, heightened driving enjoyment and a lower price. It even explains just how easy operating a clutch-and-paddle transmission is. And of course, there’s plenty of humor tossed in.
Still not sure you’re ready to drive stick? Thankfully MINI has also provided a “Becoming a Manual” handbook, which you can download from the brand’s Facebook page here.
Watch the video after the jump:
MINI has launched a new marketing campaign entitled ‘Manualhood’ which celebrates the manual transmissions found in the hardtop, Clubman, convertible, and Countryman. MINI is hoping to entice even more manual-friendly buyers into showrooms that feature a full line of vehicles offering manual transmissions.
The campaign also provides a platform to teach drivers how to operate a manual transmission vehicle, and enables the MINI dealers to promote the great benefits of driving a manual. Manual transmission MINIs offer a lower starting price, better mpg, technology like Hill Start Assist, Increased performance and control.
In mid-August MINI dealers in the US will receive a “Manualhood” kit which includes a “MINI Manual Driving School” for driver training. Other goodies included in the kit include floor mats, buttons, door magnets, boot decals and a “Manualhood” handbook.