MINI buyers get to mix ’n’ match

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MINI will become the first brand in the Thai market to offer custom versions of the car.

Customers can place orders at the authorised MINI dealer and get delivery of their tailor-made cars from the factory in Oxford, England, within three months.

“My MINI”, developed to enable MINI customers to individualise their MINIs and get additional options, is a threefold program that serves as an online catalogue, offers simulations of customers’ preferences and gives price quotations for individualised MINIs.

As an online catalogue, My MINI enables the customer to view a range of exterior and interior colours and features, wheels and additional options. The program then offers a simulation of the car’s appearance based on the customer’s choices. It also gives a breakdown of the custom version’s retail price, such as the cost for each option, taxes and duties.

Dr Frank Roesler, president of BMW Group Thailand, said: “This is part of MINI Thailand’s constant attempt to enrich customer satisfaction in various dimensions. With a solid IT solution behind them customers can, with the program, individualise their MINIs, view their cars and simultaneously see the cost of that choice. MINI Thailand will also ensure that these individualised cars are delivered in three months. In this way My MINI will bring additional momentum to the growth of MINI in the Thai market.”

Since they were first introduced in the market in October 2002, over 400 MINIs have been sold in Thailand. Millennium Lang Suan is the exclusive MINI authorised dealer in the Thai market. The showroom also serves as a drop-off for MINI service customers. Millennium Lad Prao, which recently dedicated an exclusive area for MINI services and certified used MINIs, provides technical services for all MINI vehicles.

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