Mini is celebrating “Manualhood” in a new campaign that highlights the brand’s high take rate for manual transmissions. Thirty-four percent of Mini Hardtop, Clubman, Convertible owners choose a manual while 27 percent of Countryman drivers row their own gears.
But Mini claims there are still too many people who need to “manual up” because they don’t know the advantages of shifting for themselves – benefits that include a lower starting price, better fuel economy, as well as increased performance and control.
To reach the masses unaware of the benefits of a third pedal, Mini is celebrating Manualhood. Mini compares Manualhood to that of maturing from a teen to an adult by describing it as the “time in every motorist’s life when they begin to crave more exhilaration than an automatic can provide. They’re maturing. They’re changing. They’re becoming Manuals.”
Mini wants “to lend a helpful right hand to guide our young and impressionable motorists through this somewhat awkward but ultimately awesome phase of their lives.” To help these maturing motorists experience “exhilaration on a stick” Mini dealers will use a training vehicle to “provide professional stick-shift training, sound advice about the benefits of the manual transmission and provide enticing rewards to commemorate the milestone that is ‘Manualhood.’”
Another way Mini is enticing people to “get their shift together” is by offering $500 off any manual transmission-equipped Mini. The Manualhood campaign will start mid-August and be promoted through online advertisement and social media with whimsical taglines such as “Manual Up,” “Stick Happens,” "Get Your Shift Together," and “Exhilaration On A Stick.”
Would an extra $500 be enough to convince you to buy a manual transmission Mini over a car with an automatic transmission?