Both are individual brands belonging to the two arch-rivals of the German car industry: Mercedes and BMW. Both are aimed at the premium segment of the small car market. Both brand (re-)launches were hedged bets to avoid tainting the main brands in case things went wrong. Both were (desperate) attempts to gain younger customers (they did succeed) and both are sexy, cute, cool and fun. Both offer a wide variety of accessories, options and body kits. Both like unusual spicy names for the equipment packages: chilli, pepper, lemon, pulse. Both have their desirable top versions linked to famous specialists, Cooper and Brabus (something for the competitive and techy part of the brain). Both play with combinations of colours, in fact they are an integral part of the branding (something for the shopping instincts).
I like both brands.
And I like both in white with either black or silver body kits… blackish alloys those of the Mini Sidewalk trim are really cute, the classic Brabus wheels are great too)… brownish or terracotta-red leather… and of course nearly every option on the list, usually the most expensive one is the one to have…
If you insist on sending me samples, please don’t forget to include the most powerful engines, please. Any body choice will do, convertible, coupe or clubman. Thank you.
The article is now published on automental.com and can be found on http://www.automental.com/2007/09/mini-and-smart-have-lot-in-common.html
