Source: Mini Rocky IV
In what has turned into a fantastic publicity stunt for both MINI and Porsche, Porsche has denied MINI the opportunity to participate in a one-off race of potent power vs. rear-engine legend.
To be fair to Porsche, they have, apparently offered to race MINI in a sanctioned sporting event. That seems OK to me. The old theory of win on Sunday, sell on Monday seems to be alive and well. More interesting is what MINI hopes to accomplish by challenging the “big, bad Porsche” to a race. They surely couldn’t win, unless of course the Porsche crashed.
But what about psyche? When people see two like, yet different objects side-by-side again and again, they being to associate the two together. GM’s Buick brand is a prime example of this. Buick places words like “world class” in their advertising. Is Buick really world class? You might think so if you have never been in a better car, or you have seen the same “Buick is world class” advertisement 30 bazillion times. If you do not fall into that classification, however, you might be laughing at the notion.
The reality is that marketing is all about association. We associate plane travel with speed, we associate Coca-Cola with refreshing beverage, we associate Apple with chic, über-cool technology products. MINI is merely using this PR stunt to associate itself with sporty and fast, just like Porsche has been doing for over 50 years.