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MINI targets one special customer group with MINI Oxford Edition Hardtop

It seems MINI has gone the “divide and conquer” sales approach with its latest sales strategy. See how MINI targets students.
Posted: September 8, 2018 - 11:52AM
Author: Dom Kabas

This summer MIInsiNI pleased the enthusiasts by introducing MINI International Orange Edition which is based on its most powerful John Cooper Works model. Now MINI targets students and presents discount campaign for Cooper based 2019 MINI Oxford Edition.

City of Oxford has a special place in MINI marque history, as production of first ever MINI was started at plant Oxford back in 1959. It was home for classic MINI production shortly until shifting to Longbridge plant in 1968. Today BMW owns the plant and uses it as the central assembly facility for the Mini range of cars since rebirth of the modern MINI in 2001.

Also, University of Oxford, the oldest university in the English-speaking world, is situated in, well, Oxford. Release of 2019 MINI Oxford Edition and targeting students with the discount campaign to the MINI brand has some serious historical background behind.

MINI Oxford Edition for under $20’000 to students

Students across the states are now offered quite well equipped MINI Cooper Oxford Edition for $19’750 (2 door version) and $20’750 (4 door version), prices do not include destination and handling charge of $850.

In comparison to the regular MINI Cooper hardtop price starting at $21’900 MSRP for a 2 door version, discount MINI offers for the students with Oxford Edition seems to be a good value proposition.

Offer details provide that the discount applies “to current students or recent graduates (within one year) from any two- or four-year accredited school with proof of transcript and/or diploma”. Should you qualify for the discount, MINI dropped $6’900 worth of optional equipment to Oxford Edition as standard to make, as MINI puts in press-release, “road to success fun and stylish without breaking the bank”.

Built on sweet spot of the range MINI Cooper

In general MINI hardtop U.S. range consists of three engines and tunes: least powerful 134 hp Cooper, 189 hp Cooper S and the hardcore 228 hp John Cooper Works. Having driven all three versions, we honestly think for fun-per-buck Cooper is no brainer. It’s 3 cylinder TwinPower Turbo direct injection engine makes decent noise, is sufficiently dynamic (0-60 MPH 7.4 sec / 7.3 sec manual/auto) and seems to be well suited to the chassis for either 2 door or 4 door body variant.

Optional equipment on Oxford Edition as standard

List of standard equipment on Oxford Edition includes the MINI Connected Infotainment System with a 6.5 inch high resolution screen, rear-view camera, park distance control and MINI Teleservices and emergency call. Buyers can choose between the upgraded 17” wheels in silver or black, automatic or manual transmission. Car comes equipped with the dual-pane panoramic moonroof, heated seats.

Six exterior body colors available: Chili Red, Pepper White, British Racing Green, Midnight Black, Melting Silver, Starlight Blue.

Choosing between 2 door or 4 door

Since introduction of 4 door hardtop option to the MINI model range, buyers have one more decision to make when specifying the car. Even though cars do look similar indeed and the the same powertrain, 4 door variant is actually larger in terms of body length (157.4 in. vs. 151,1 in. 3 door) and the longer wheelbase (101.1 in. vs. 98.2 in.), has larger trunk volume (13.1 ft.3 vs. 8.7 ft.3). However this comes at the price of 125 lbs weight penalty causing slightly slower acceleration times (0-60 MPH -0,3 sec) and 4 door option is $1’000 more expensive.

Practicality lovers will appreciate convenience of two additional doors at the rear when in need to carry additional passengers or through stuff at the rear, which you will pretty often as the boot is rather small. Traditionalists will enjoy coziness of the 3 door and handling advantages of a shorter wheelbase and lower weight. We also noted that getting into and out of the driver’s seat is more convenient in a 3 door due to different positioning of the B-pillar on a 4 door version, which makes exit between the B-pillar and the steering wheel more narrow.

Objectively, if you’re a student and can qualify for the discount, anything under $20’000 to get you to the new MINI club sounds like a good deal for us, especially considering level of kit which comes standard, it’s unlikely you’d spend anything extra specifying the car. Subjectively, MINI go-kart driving experience is still second to none in class, it’s body design just underwent its mid-life facelift this year, so it’s desirable and stylish as ever.

City of Oxford already has a record in the MINI history book, will this special 2019 MINI Oxford Edition win your heart to become your first car and make it to your own personal history book?