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In response to an oil shortage in the 1950s, a group of British automobile designers set out to build a small, fuel-efficient car that could carry four adults. At first, the vehicle’s extreme, almost comically small contours left consumers baffled and reluctant.

But not only did the car prove reliable, it was stylish, even sexy. The Mini quickly became a favorite.

Originally produced by British Motor Corporation in the 1950s, the Mini is now one of the world’s most recognizable vehicles in the world. German car manufacturer BMW bought Mini in 1994, and in 1999 Mini was voted the second-most influential car of the 20th century by the Global Automotive Elections Foundation. The new Mini, simply known as MINI (with capital letters), is bigger than the original and boasts sleek, modern lines.

As the number of MINI fans keeps growing, a new retail space called the MINI Obsession outlet opened last week at the FX Lifestyle X’nter in Central Jakarta. MINI Obsession gives Indonesian enthusiasts the opportunity to see the car up close to help them decide if they actually want to buy one.

“The space offers an exciting, interactive and friendly ambience for everyone wishing to experience the unique values of MINI,” said Ramesh Divyanathan, BMW Indonesia’s president director. “MINI Obsession is a creative and stimulating place designed for those who live, love and breathe the brand.”

Helena Abidin, BMW Indonesia’s corporate communications director, said MINI Obsession could bring MINI fans together to gather and share tips. “It’s meant to be a place where MINI fans can interact in a cool, friendly atmosphere,” she said.

As a store that aims to give customers a sophisticated, experiential adventure, MINI Obsession is the first of its kind in Indonesia and an indication of the strength of Indonesia’s automobile market. The Association of Indonesian Automotive Industries (Gaikindo) has predicted at least 850,000 cars will be sold this year, a number it said would rise by 10 percent in 2012.

MINI Obsession consists of several sections, including Mini “Lifestyle and Accessories,” which sells things like wheels, patterned mirrors covers, key chains and stickers.

One room lets customers personalize their products by choosing their own color combinations and ornamentation. The ability to select your own colors has been one of the MINI brand’s most desirable attributes and has helped it build a loyal following.

For those who dream of owning a MINI or who have a particular affection for the vehicle, there is a place called “Say It with MINI” where visitors can take their photos with various MINI models.

Joe Surya, president director of Maxindo, which operates MINI Obsession as Indonesia’s exclusive partner, said Indonesian customers were becoming more familiar with the brand. Surya pointed out that more than 100 preorders had been made since July alone.

“We are thankful to the warm welcome of MINI,” he said, adding that a new, exclusive MINI showroom would open next year in South Jakarta.

At the moment, there are four MINI models available in Indonesia. They are the MINI Cooper Hatch, MINI Cooper S Hatch, MINI Cooper S Cabrio and MINI Cooper John Cooper Works Hatch. The cars, however, don’t have mini price tags, as they start from Rp 449 million to Rp 689 million ($50,000 to $76,000).

Despite tight competition within the car industry, Divyanathan believes MINI will be able to find success in the Indonesian market because of its size and durability, saying that MINI was the right choice for urban people. “MINI is a globally successful brand that has become part of the lifestyle of modern cities and their progressive inhabitants,” he said.

MINI is more than just a car, he added. “This premium compact car offers an emotional design that puts a smile on everybody’s face, driving fun with a pure go-kart feeling. We are pleased to introduce this unique experience that no other brand can offer.”
Report Tasa Nugraza Barley
MINI Obsession

FX Lifestyle X’nter
Jl. Jend. Sudirman
Pintu Satu Senayan
Central Jakarta