Mini

Zoom issue 150 – On Sale Now

Contents over the fold.

Mini USA's social media marketing campaign whereby Mini USA challenged Porsche to a race has taken a turn for the disappointing. The racetrack they have designated is the equivalent of a go-kart track, it is not Road Atlanta.

Mini USA should probably regard their 'vs Porsche' social media campaign as a success. The goal was clearly not to challenge Porsche to a serious race -- Porsche are a serious sports car manufacturer and would destroy Mini -- but to get customers thinking about the comparison between a Mini and a Porsche and to get the media talking about it. Porsche is commonly regarded as the measure of 'sports-car-ness' in the automotive market, and by getting car enthusiasts and others who will actually buy a Mini to even contemplate comparing a Mini to a Porsche means that Mini USA has been successful in their social media campaign.

The ballsy challenge issued by former Porsche exec and current Mini America head, Jim McDowell, to race Porsche’s legendary 911 in a Mini at Road America took an interesting turn over the weekend when Korean car maker Hyundai decided to step into the fray.

Clever marketing tactics and one-upmanship aside, this three-way battle is one we could watch for days. Check out the video exchange for the blow-by-blow. We’ll keep you updated.

Mini challenges Porsche to a race:

See the rest of the video replies below over the fold!