Register | Forgot password?
Switch to Arabic
Tuesday, February 9 - 2010

MINI Underground a mid east first for AGMC

  • United Arab Emirates: Wednesday, December 28 - 2005 at 12:31
  • PRESS RELEASE

In a first for the Middle East, the first floor of Souk Madinat Jumeirah's car park has been converted into MINI Underground, sponsored by AGMC, the exclusive MINI importer in Dubai, Sharjah and the Northern Emirates.

Article continues below
  • Souk Madinat Jumeirah gets a unique MINI make over
    Souk Madinat Jumeirah gets a unique MINI make over
The distinctive guerrilla marketing campaign highlights MINI's cheeky personality and character. It follows another very successful and creative promotion used by AGMC, 'MINI in a Cage', which won gold at the 2003 Media Innovation Awards, held in Canada.

The 5,156 square metres parking area, which can accommodate 225 cars, has been divided into three MINI Underground zones - Cool Blue, Hot Orange and Chilli Red.

Throughout the parking area MINI posters and MINI messages remind visitors to Souk Madinat Jumeirah exactly why the MINI has captured the hearts of car enthusiasts and enjoys ever increasing popularity the world over. Special, reduced size "Don't You Wish You Had a MINI?" parking spaces have also been created. A MINI, suspended from the wall of the car park, welcomes drivers as they enter MINI Underground.

"MINI has always been more than just a car. MINI is the symbol of an individualistic lifestyle and is an icon of modern culture. Just like its predecessor from the 60s, it represents the spirit of the age and a particular way of life. What better way to celebrate the phenomenon that is MINI than by creating MINI Underground?" said Stathis I Stathis, General Manager, AGMC.

"Since its launch in 2003 we have delivered 350 MINIs to customers in Dubai, Sharjah and the Northern Emirates. We have also invested significantly in our three MINI showrooms and after sales facilities as well as taking automotive marketing to a new level by establishing the Middle East's only MINI Lifestyle Boutique, in Mercato, Dubai."

AGMC's six figure sponsorship of MINI Underground, for one year, also includes sponsorship of a number of cultural events to be staged at Madinat Theatre.

"MINI not only has a history, it also has its very own personality. It sets itself apart from the masses through its interpretation of style and design in keeping with the latest trends," said Stathis.

"The MINI brand is bold enough to go down unconventional, innovative routes. Time and again, as with MINI Underground, it takes its dedicated fan following by surprise, steadily swelling the ranks of the global MINI community."

MINI sales worldwide have passed the 200,000 mark.
Also consider reading:
Log in to request more information from BMW Group Middle East

Notes and media contacts

If you have any queries, please contact:
Malcolm Ward, Account Director, MCS/Action
Tel: +971 4 39 02 960
Fax: +091 4 39 08 161

In the UAE, seven MINI models are available, MINI Cooper, MINI Cooper Cabrio, MINI Cooper S Cabrio, MINI Cooper S, MINI Park Lane, MINI Seven and MINI Checkmate.

The MINI Cooper, with maximum output of 115 bhp, is a nimble performer. With speed peaking at 200 km/h, it provides a good balance of powerful engine and dynamic suspension. It accelerates from 0-100 km/h in just 9.1 seconds.

The MINI Cooper Cabrio is powered by the same flexible engine as its hatchback counterpart. Its engine delivers115bhp and a top speed of 192 km/h, with 0 - 100km/h being reached in 9.8 seconds.

The MINI Cooper S Cabrio produces 170 bhp at 6,000 rpm. It has a top speed of 215 km/h and accelerates from 0km/h to 100km/h in 7.4 seconds.

The 1-6 litre four-cylinder engine powering the MINI Cooper S delivers maximum output of 170 bhp at 6,000 rpm. It reaches 100 km/h from a standstill in a mere 7.2 seconds and has a top speed of 222 km/h.

And for those MINI fans who want even more power the 210bhp John Cooper Works (JCW) engine tuning kit is available as a factory fit option when ordering a MINI Cooper S in either hatch or convertible form.

A MINI Cooper S fitted with the tuning kit is capable of generating a top speed of 228kph and reaching 0-100kph in 6.6 seconds. The 'Works' features a modified cylinder head with higher compression, modified engine electronics and increased throughput injectors. The factory option will also include the following JCW products as standard: air filter system, 16" disc brakes and callipers, exhaust pipe finisher, front apron and tailgate badges, and certificate of authenticity. A limited slip differential is also included in the cost.

Available in the guise of the MINI Cooper, the MINI Cooper Seven car comes exclusively in Solar Red, a brand-new metallic colour. The MINI Cooper Seven has the roof and exterior mirrors finished either in body colour, in White or Black, as well as Silver, a new contrasting colour.

The striking number "7" on the side walls of the car shows the observer from the start that this MINI is a very special model. Apart from new Delta Spoke 15-inch light-alloy wheels, foglamps and white direction indicators, a roof spoiler highlights the car's self-confident and powerful appearance.

With its stylish design, high-quality materials such as leather and chrome in first-class finish, as well as a wide range of standard equipment, the MINI Park Lane meets even the strictest demands, The MINI Park Lane available in the new Royal Grey metallic colour comes in all model variants of the brand.

The sophisticated paintwork is particularly impressive in conjunction with the roof in Silver, the new contrasting colour available on the MINI Cooper and MINI Cooper S. Indeed, this twin-tone effect is further highlighted by the roof spoiler, the Chrome Line exterior, the chrome-plated mirror caps, as well as the stylish Bridge Spoke 16-inch light-alloy wheels.

ASC+T, foglamps, white direction indicators, the Boost CD radio, an on-board computer, the lights and storage package, as well as the driver's and front passenger's seats adjustable for height all come as standard.

Particularly sporting in its style and appearance, the MINI Checkmate is available in the guise of both the MINI Cooper and the MINI Cooper S. Silver 17-inch wheels in Flame Spoke design, the starter and chequered flag pattern on the two front side panels, the roof in contrasting colour, and the mirror caps in Silver all round off the car's exclusive paintwork in Space Blue in a truly perfect manner.

The special interpretation of a chequered flag is to be found both at the front on the body of the car and on the door entry strips. The specific model features characterising the MINI Checkmate include ASC+T, the Plus sports suspension, foglamps, white direction indicator lights, air conditioning, the Boost CD radio, an on-board computer, the lights and storage package, as well as the driver's and front passenger's seats adjustable for height.

Disclaimer:

Articles in this section are primarily provided directly by the companies appearing or PR agencies which are solely responsible for the content. The companies concerned may use the above content on their respective web sites provided they link back to http://www.ameinfo.com

Any opinions, advice, statements, offers or other information expressed in this section of the AMEinfo.com Web site are those of the authors and do not necessarily reflect the views of AME Info FZ LLC / Emap Limited. AME Info FZ LLC / Emap Limited is not responsible or liable for the content, accuracy or reliability of any material, advice, opinion or statement in this section of the AMEinfo.com Web site.

For details about submitting your stories, please read the guide - all content published is subject to our terms and conditions