Robert Farago
by Robert Farago

When the new MINI was born, someone in BMW’s marketing department decided to make it a caps lock affair. As I opined at, MINI was a stupid, artsy, doomed, graphical mandate. Yes, it differentiated the Bimmer-derived MINI from the much-beloved BMC rust-bucket, Mini. But no one other than designer glasses-wearing car execs gave a damn, really. The MINI sold, and sold well, for reasons entirely unrelated to typography (one presumes). Und now we have the battery-operated MINI, which gives Munich’s marketing mavens a chance to redeem themselves. I mean, eMINI is an Apple-scented slam dunk, a move that would easily justify the original, bone-headed, all-caps affectation. But noooooo. BMW goes for MINI E. How long, pray tell. does one hold the “eee” sound at the end? Anyone remember The Man With Two Brains? Dr. Michael Hfuhruhurr. MINI E is like that. Only not so funny.

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4 of 8 comments
  • Ingvar Ingvar on Mar 12, 2009

    Retardedsparks: Ever seen a Mercedes lately?

  • Jerseydevil Jerseydevil on Mar 12, 2009

    and then there will be the MINI E John Cooper Works? Or the MINI COOPER E, or Cooperey? Or Clubman E Clubmaney? IS that an adjective or an adverb?

  • RetardedSparks RetardedSparks on Mar 12, 2009

    @ Ingvar: OK, except Mercedes! (Although I do wish MB would stop switching back and forth between the letters-first and numbers-first protocol)

  • Mcs Mcs on Mar 12, 2009

    In my opinion, the worst offenders are the companies that use 3 letter names for their cars. TSX, MKS, MKT, MKR, RSX, DTS, RST, RIP, SUX.