OXFORD, England — Mini hopes that John Cooper Works will become for it what the M division has been for parent BMW. To further underscore that effort, Mini has unveiled its new brand logo for its top-of-the-line John Cooper Works.
"Consequently, John Cooper Works will in (the) future become an integral part of the Mini brand," the automaker said in a statement. It added that John Cooper Works will stand for "optional equipment and accessories, vehicle concepts and small-lot production."
Mini also announced that Mike Cooper, son of the Formula 1 design engineer John Cooper, will continue to operate as the "connecting link" between Mini and John Cooper Garages.
A week ago, Mini announced that it will expand its John Cooper Works performance brand into a separate business unit with the launch of those models slated for next year in the U.S. It is also expanding its U.S. dealer network to about 95 by 2010.
What this means to you: Mini hopes its new red-and-black John Cooper Works logo will become as recognizable to you as the Nike swoosh or the Ford blue oval. — Anita Lienert, Correspondent
"Consequently, John Cooper Works will in (the) future become an integral part of the Mini brand," the automaker said in a statement. It added that John Cooper Works will stand for "optional equipment and accessories, vehicle concepts and small-lot production."
Mini also announced that Mike Cooper, son of the Formula 1 design engineer John Cooper, will continue to operate as the "connecting link" between Mini and John Cooper Garages.
A week ago, Mini announced that it will expand its John Cooper Works performance brand into a separate business unit with the launch of those models slated for next year in the U.S. It is also expanding its U.S. dealer network to about 95 by 2010.
What this means to you: Mini hopes its new red-and-black John Cooper Works logo will become as recognizable to you as the Nike swoosh or the Ford blue oval. — Anita Lienert, Correspondent
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