My Pontiac Fiero which I purchased in 1985 was my commuter car. Being 20 years old, little electrical problems started happening and the car was not reliable enough a daily driver anymore. So I set out to get another commuter car. As you can see, I don’t usually buy very many cars for myself. I enjoy helping other people choose cars, and there are a few that are very nice that I wouldn’t mind owning myself, but I only buy a car when I absolutely need one. In 2005, I purchased a new MINI Cooper S. 8 years later, I have crossed the 100,000 mile (160,000kms) barrier and it has been a blast. Great fun, practical and most lifestyle changing (in a good sense) car I can think of.
My first introduction to a mini was in 1966. I was very young. My dad had a 1960 Pontiac Strato Chief. It was a big car, especially for a family of 4. A family friend, who had a family of 5 bought a mini. Where I lived back then, it was a twisty highway drive to anywhere. There were no freeways and we passed the buses going uphill and the buses passed the cars going downhill. Surprisingly, the mini, loaded with people and stuff could keep up and even seemed faster than my dad’s Pontiac. That was the only person I knew that actually owned a mini and I never gave it a thought that I might one day consider a very small practical car. My eyes were set on that shiny Corvette I saw on TV for the first time in my life.
In 2005, times had changed. my disillusion with General Motors quality, and in particular the way GM treated their customers when things went wrong with their cars, I had decided I would never buy a GM and for that matter, an American car again. Though I had never actually owned a Ford car before, I assumed the same attitude. I got tired of being apologized to and unkept promises that they would “fix it next time”. Also, when something broke that they didn’t know how to deal with, it was my fault, I must have tampered with it. Word of advice to General Motors: never ever blame the customer of your own shoddy workmanship. If your business process hits something you did not account for, build a process to catch the miscellaneous the issues, not cut your costs and dump your customer. I actually like Chrysler products. However, I felt the workmanship (fit and finish of the product) is a bit below the level of the imports and even GM. It still is. The panel gaps of even the latest Challenger are not particularly even. I find that somewhat disconcerting in this day and age of laser alignment and assembly line workers that, at one time, assembled Mercedes Benz vehicles.
Okay, getting back on topic. My commuter car to be. Barely practical was good enough. I was replacing a Fiero, which is barely practical. Something that was reasonably economical, reasonably reliable, great fun to drive and could hold 2 sets of golf clubs. Mid engined like the Fiero would be even better. Hence, having driven a Caterham Super 7 at one point in my life, I had come into some money and was eye-balling a Toyota engined Lotus Elise. After a closer look, the fuel mileage for the Lotus is actually pretty terrible. I would not have considered a MINI if BMW had not bought the brand. I would not consider BMW because of the social stigma of owning a BMW or MB in this area of the world. But the BMW had done a good job of differentiating the MINI brand and MINI had market-positioned itself as different kind of car company. Pricing everything out, MINIs were not that expensive. Oh, they were expensive, but you got a lot of stuff not available on other similar cars. It also appeared that others were of the same opinion as I because in 2005, MINIs were in high demand. People in the US were cross border shopping and paying above list for MINIs, where they were already higher priced than US market MINIs. Hence buying a MINI in 2005 was like factory ordering a bespoke (customer configured) car.
I called the closest MINI dealer to my place to see if I could book a test drive. They were not taking appointments. The receptionist told me to just go on down and they will have a car for me. I went and …. they did not have a car for me to test drive. No big deal. I will go to another car dealership and testdrive something else. I kind of liked the Mazda3, Subaru Imprezza, and a few others in the same general price range. But the dealership never called me back. I guess I wasn’t going to get a MINI. The MINI website was kind of fun. You could go on and configure your own car, and it would change colours, include options like chrome mirrors, fog lights, stripes and over 100,000 variations of any MINI you wanted. So I configured it and registered the different variations I liked. A few days later, a sales person from MINI Yaletown in downtown Vancouver called me up and offered me a test drive of a MINI with the same drive train of what I was configuring (Cooper S with 6 speed manual, Cooper with 5 speed manual for comparison). I said no, I didn’t work downtown and did not want to go downtown to testdrive a car. I would need to take it on my commute route and or drive it in conditions where I would most likely use the car. So salesguy (Nick was his name) offered to deliver a demo car to my office and let me take it for as long as I wanted for the day. I took him up on the offer. I took a MINI Cooper S with 6 speed manual out for a few hours. After I was done, he came to pick up the car and asked if I wanted to try a different car some other day. I took a MINI Cooper with manual transmission out the next day. A few days later, I took a convertible out. The cars were all great fun to drive. In reality, the MINI Cooper was the most engaging drive of the bunch, but my daily commute included lots of hill climbing and highway driving at the time. So I decided on the Cooper S with 6 speed was the most appropriate. I could have gone to any MINI dealership to order my car (it would be a 3 to 6 month wait) but MINI Yaletown had earned my business. Again I did not want to go downtown on a weekday to put my order in. So Nick came to pick me up at my office after work and drove me downtown to do the paperwork. After that was done, he drove me back. It was all pretty effortless on my own part and for the first time in my life, buying a car seemed almost enjoyable.
Two weeks later, Nick called me up and said they had a similar car to what I had configured that was already on its way, but the original buyer had decided he didn’t want it. If I took that one and added the changes to match the car I ordered, I could have my car in two weeks (instead of 3.5 months) and since I was doing them a favour, he would take $2000 off the price of the car. MINI delivery: I thought, “I bet they will add options I did not order and try to get me to pay extra for them. That’s what Chrysler and GM did.” It was pouring rain on a Friday afternoon. Nick came to my office and drove me downtown to take delivery of my car. It was ready! I looked at the car. It had a sunroof, heated seats, 17″ instead of 16″ wheels, higher performance summer tires instead of high performance all-season tires. These three things I did not order. That’s about $4000 in options. Before I could say anything, Nick and the manager came over and said they did not order those options and MINI did not charge for them either so they’re not charging me for them. I was more concerned that I would have to spend another $1000 for snowtires and winter wheels as I was a skiier and need to be able to drive the MINI in winter conditions. In anycase, that was appreciated that they did not try to get more out of me. I drove it off the lot to go home. It was raining, about 10 minutes into the drive home, the windows started to fog up. I turned on the fan and……no fan. Too late to go back. Service center not open til Monday. There goes that JD Powers initial quality ranking.
Cars are complex machines. A million things can go wrong at anytime, yet most cars are reliable enough that you would trust it to give good service given good maintenance practices. MINI Yaletown and MINI Richmond’s service centres have been eye openers for me as to what good customer service should be. It was a total revelation after decades of GM customer service that I feel I should have left behind my loyalties to GM decades ago. The MINI is not the most reliable car in the world. The trade off is a great driving experience in a car that punches above its class weight. But MINIs are reliable enough that you are not draining your wallet to keep the car running (ahem…my previous Buick). Any issues I had, especially during the 4 year warranty period were addressed promptly and fixed permanently, no questions asked. I was alerted to any possible issues if the dealership spotted a trend amongst other MINIs. (ie…a bit of a sunroof rattle, they took the whole thing apart and fixed it). Just before the warranty expired, they went through the car to address any trending issues that might happen. Once out of warranty, they give me a discount on parts and labour to more effectively compete with the aftermarket service shops. And most importantly, they treat me like part of the family. I’m on first name basis with most of the service centre personel including the mechanics and the manager. Many of the personel participate in club forums, drives and cruises and they are friends rather than dealership service people. We say hello to each other even when we meet on the street. This is totally different than any other car brand I’ve known. When I have my car in for service, they let me drive the latest models of MINI for courtesy cars. I’ve driven Coopers of all years, Cooper S, Convertibles, Clubman, Coupe, the converted “Pickup truck” and the Oxymorons (big MINIs), Countryman and Paceman. I think my favourite would be a Clubman.
MINI is one of those brands that does not cater to any specific class in general. Perhaps what happens is, when you get into a MINI, you pay attention to the driving. You don’t generally look around and say, “eww, this is a cheap car” or “this car sure is plush”, or “the ergonomics are awful”, or “that big speedometer in the middle sure is ugly”. The MINI driver just doesn’t care. He or she just gets in and drives….most have a big grin on their faces (at least they used to). In my years of MINI ownership, I’ve met many people whom I would likely not have met. Some I probably wouldn’t even like, except for the fact that we enjoy our MINIs so much we get along just fine. MINI owners who can barely afford to own a car (MINIs really aren’t that expensive), and some very wealthy people yet they all get along. At 163,000 kms, my MINI has motored with other MINI owner from all over the Canada and US. We meet a various big MINI events such as AMVIV (A MINI Vacation is Vegas), MINI takes the States, Various celebrations put on by other car clubs (MINI club of Calgary, Rally in the Valley, All British Field Meet, PSMini etc).
My concern for the MINI brand is, it’s going mainstream. MINI is losing it’s uniqueness in the automobile marketplace. Perhaps it needs to in order to keep the price down and spread the cost of the design and manufacture around as much as possible. But the only people really complaining about the ergonomics, or the quality of plastics, or the quirky speedometer are non-MINI owners. There are a lot of MINIs from 2002 to current on the road now. Most MINI drivers are not car enthusiasts now. Very few wave at other MINI drivers, and most have frowns on their faces as they try to get from point A to point B. The next generation of MINIs will address many of the complaints non-MINI drivers have expressed. The toggles for the windows have been moved to the doors with “normal” window switches just like any other car. The speedometer will be moved in front of the steering wheel and be part of a dash like any other car. The SUV Countryman will become MINIs main model. Losing your brand niche in order to sell more cars for bigger short to medium term profits is what is happening. If I were to buy another car today, I am not sure I would buy another MINI, even though my current MINI has been, perhaps the best car I have ever owned in terms of ownership experience. Part of the experience is the MINI comraderie amongst other MINI owners. I am of the opinion that the closeness we had is not as close as it used to be. Forum and event participation, with the exception of a few, are shrinking. Last week my MINI went in for its first clutch change. Since the engine is out anyways, might as well do the suspension bushings and other wear and tear items so hopefully, I won’t have to open her up until the next 100,000 miles. It used to be that at 100,000 miles, you would trade in your car for a new one. My MINI still runs like a good broken in new car. MINI Yaletown gave me a new MINI Paceman as a courtesy car while my car we being fixed. It was a Cooper in FWD form. All the test reports we have read in magazines were of the Cooper S JCW with AWD.
So what I liked about it: Styling of the exterior, fit n finish, Physically smaller than other small SUVs in the market, handles the best of all the small SUVs I’ve driven, including a BMW X1. Seats are comfortable.
What I didn’t like: It looks and feels big, especially for a MINI. Under powered for N. American driving, heavy. The doors are bigger (too big) than they need to be, only to find the actually opening for ingress and egress to be fairly small. View out the rear window are much like that of a Cadillac CTS of the past (It has a gunslit type rear window). It handles much like a small SUV. Rear seats do not fold down flat. Window buttons now conform with other cars. The things that made MINI unique are no longer there. Sorry, MINI. You need to refine the concept more.
I hope my MINI lasts another 100,000 miles. It is the most enjoyable car ownership I have had of any car I have ever owned. With a few mods, it is personallized to what I like about the car. I can’t say that for most other cars that are reasonably affordable, including the later generations of MINIs as BMW clamps down on modifiable parts of the car. Just last week I hand parked my MINI outside a restaurant and went inside to have lunch. It was fun watching people walk by and taking a second look at my car. One person even walked around it and took pictures. So 100,000 miles in, and it’s still a great way to meet some great people. A MINI owner does things differently and enjoys life. It’s just a car, but it’s not just a car. I hope the custodians of the MINI brand remember that.