#JimMcDowell

With the launch of its new Roadster model MINI is seeking to rejuvenate the struggling segment says U.S. brand boss Jim McDowell.

With the addition of the all-new Coupe model, MINI now offers five unique models in its range, but that is only the start say U.S. brand CEO Jim McDowell. Speaking at the press introduction of the Coupe in Nashville last week McDowell indicated that while MINI, “will never be the world’s biggest automaker,” the model range being offered could expand to double its current size over the next 10 years.

Despite rumors to the contrary, MINIs aren’t about to get any more or less mini. In a sit down interview with MINI USA boss Jim McDowell, at the Chicago Auto Show he dispelled rumors of a MINI-minor, as well as the possibility that the Countryman could get an even larger sibling.

MINI USA boss Jim McDowell sat down with AutoGuide at the Chicago Auto Show to talk about what might just be the most carefree car brand out there, complete with its own lexicon that includes things like bootgating – that’s tailgating in a Countryman, if you must know.

Easily the biggest gimmick on the new MINI convertible models is the Openometer. The what? Well, the Openometer is a gauge just like all the other gauges you might find on a car’s dash, but on the MINI convertible models it measures how long the owner has driven with the top down.

To help promote the car and make the experience all the more enjoyable for owners, MINI launched the Open One Challenge where 400 drivers competed to record the most top-down miles. MINI has just announced the winner as David Loveall from Kansas City, Missouri. Over fifth months last year Loveall drove 555.55 hours top-down, visiting 48 states and driving such roads as Route 66.

As a reward for his adventures Loveall wins a trip to the MINI factory in Oxford, England.

“Owners like David are what make the MINI brand great,” said Jim McDowell, Vice President, MINI USA. “The fact that he won this contest with 128 hours more than the runner up is a testament to his enthusiasm for his MINI, and is a great representation of the community that surrounds the brand.”

And proving that it’s not the destination, but the journey, Loveall commented that, “I took on the challenge for the story I’d get to tell. My MINI Cooper Convertible is the first car I have ever bought, and the experiences I have had within the first year of owning it have been amazing.”

Photos of all the MINI Open One Challenge and rankings can be found at http://www.theopenone.com/home.

Official release after the jump:

MINI has recently rejuvenated its product lineup, launching second-generation versions of its most popular models, while introducing the Clubman. Sales have been good, despite the poor economy, and so MINI will be expanding its U.S. dealership network significantly in order to keep up with the demand that is expected to increase further still.

In total, MINI will increase its number of dealerships by 17 for a total of 100. Those numbers may not sound like much, but it is a significant 20 percent increase.

The new dealerships will go up over the next 18 months and are schedule to be built in areas that do not currently have a MINI dealer. The first new dealer to open will be MINI of Birmingham in Birmingham, Alabama.

“We are pleased to be in a position to dramatically increase our U.S. dealerships,” said MINI USA Vice President Jim McDowell at a meeting in New York. “I have often said that the world is becoming more MINI every day, and I believe that that sentiment is true, now more than ever, as consumer tastes shift decidedly to cars that offer tremendous value. Our cars are not only fuel efficient, and offer great value, but they also provide a fun and dynamic motoring experience and are packed with personality.”

McDowell also said that starting in 2011, MINI expects to begin posting a percentage sales growth in the double-digit range. Last year the brand moved 54,077 units.

And while the expansion of the MINI network to new regions will be a part of the growth, it will also be assisted by new models. MINI does plan to bring a crossover to market in the near future, and there have been persistent rumors of a small city car (possibly electric) and either a sportscar or ‘GTI’ model.

Follow the jump for a full list of all the new MINI retailer locations: