MINI Subscribe

Insight

Drivers want the convenience of a car without the hassle of owning one.

Multi-year leases can be complicated, expensive and not a good match for the needs of many of today’s drivers. Car and ride-sharing services are often a better suited option for those who value flexibility.

MINI saw an opportunity to create a new, valuable offering.

Idea

Getting a MINI should be as easy as subscribing to a streaming service.

MINI Subscribe offers a MINI without the commitment of a long-term lease or ownership. Customers get a MINI, fuss-free, for a monthly fee that can be cancelled at any time, just like music and video streaming.

The fee includes insurance, registration and servicing. The only additional cost to pay for is fuel.

Sign up takes five minutes, and subscribers can choose from a range of new vehicles, including the new all-electric MINI Cooper SE.

Impact

In six months, MINI and AKQA turned concept into reality.

By removing the stress of car leases and offering something more convenient than car-sharing, MINI Subscribe opens up a new audience, gives MINI a viable new revenue stream, and a direct relationship with customers for the first time.