Many people would chose their next car based on the specs, but not me, and not many others as well. Car manufacturers and advertisers know that in 9/10 cases it is the aspiration that sells… and as a lover already of Mini, and Europe – I am bought into this one. Don’t care how many horse whatever or 3 letter acronyms it has…. want it now! Full print and TV campaign to come in Jan 2012.

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