MINI always have focused on the family values and children, love and sincere warmth as the main company virtues. We want you to be sure that a Friend for Life will understandably stay beside you for longer than you might imagine, wherever you go and whoever you would like to become. Together with MINI you raise your children, you show them right from wrong, you instill in them the concepts of good and evil, you show them love and responsibility, you let them go, you watch them to endeavor in the search of their own happiness. And every step of the way MINI is always there beside you. MINI is not just a car. This is a true friend and an assistant, MINI is almost a family member.
The main concept of our company lies on the basis of mutual care and support. We present MINI as a friend, not as an object. A friend, which is stronger and braver, then your human friends. A friend, which never fail and will always help you. Without these items we are not able to imagine our existence, they assist us, support us, without them we are practically powerless. This is exactly what applies to MINI. The brand new campaign of MINI - MINI: Friend for life, carries precisely this idea of indispensability and inspiration, showing that some of the items are sometimes more important than the help and support of friends, because a friend may be powerless where MINI will not be.
Many people wonder, what is our secret? How do we manage to be loved and praised for so long without possessing any superior mechanics or technical characteristics? The secret of MINI is that behind a simple metal car of a small size there stands a huge company that cares about each and every of its clients. No matter who you are, where you are, what is your occupation - if you drive a MINI, you are a member of a huge family, where no one will betray and neither of whom will never forget, where everyone is loved, everyone is important and no one could be left behind. In every piece of MINI has been invested an incredible amount of love, care and tenderness.
MINI is a friend for life, irreplaceable, gentle, sensitive and attentive. After all, every member of a huge company is thinking about you, cares about you and loves you, whoever you are. That is why MINI aims to be by your side till the end of your life, like an invisible participant of all the most important events, whether it is the birth of a child, the birth family or the birth of friendship. Of course, it is improbable that you will put MINI on your family photos. But invisibly, spiritually, we will always be by your side.
