American Mini customers who are waiting on delivery of their new car are receiving gigantic jigsaw puzzles to complete.
Select customers on the Mini USA waiting list will receive life-size puzzles, with others getting a regular-sized jigsaw. All the puzzles feature images of Mini’s current product range.
Mini USA’s new campaign is officially titled: ‘The We’re Working Hard To Get You Your Car, Waiting Is The Worst, In The Meantime Happy Puzzling, Mini Puzzle’.
Or the ‘Not So Mini’ puzzle, for short…
Solving a production puzzle
Mini aims to help keep customers engaged while they wait, and acknowledges the global supply chain issues that face the automotive industry.
The ongoing shortage of semiconductors has affected almost all car manufacturers, leading to substantial delays on deliveries. The war in Ukraine has caused shortages of some key components, too.
Earlier this year, Mini opted to stop production of vehicles fitted with manual gearboxes. Other drivetrain and engine options are also unavailable for order at present, plus there are restrictions on trim levels.
Typical delivery times for a new Mini are now six to nine months, or longer for electric and plug-in hybrid versions.
Mini time at home
Mini USA wants future owners to find a way to participate in the Mini community, even without their new car. Its various social media channels will feature customers completing their life-size puzzles.
“People buy a Mini because of its cheeky and fun-to-drive spirit, so we wanted to give owners something fun to do while they wait to get behind the wheel of their new Mini,” said Rah Mahtani, communications manager at Mini USA.
“The ‘Not So Mini’ puzzle is one of the ways we are showing the Mini community our appreciation as owners wait for their new vehicles. Owners and their families can enjoy building and displaying their puzzles, showcasing Mini’s iconic design, right in their home garages or living rooms.”
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