MINI is taking its image of a select lifestyle brand seriously. The iconic British brand has begun to offer a personalisation programme that includes facets of 3D printing and laser engraving. The programme allows customers to bring a level of individuality to their cars that would have previously been expensive.
The programme will roll out during 2018 across Europe and will also be offered in other large markets. The MINI Yours Customised product range will include the indicator inlays known as side scuttles, trims for the passenger side in the interior, LED door sills and LED door projectors.
Customers can select, design and order the upgrade parts available in the product range of MINI Yours Customised at the new Online Shop specially developed for the new package. The individualised products will then be manufactured using innovative production procedures such as 3D printing and laser lettering. The advanced production process permits precise implementation of customer’s wishes. The individually designed products will be delivered within the space of just a few weeks. The parts have been designed so that they can be integrated in the vehicle by the customer or by the participating MINI service partner. The customer can do this more than once. This ensures that if the vehicle is sold later the individualised components can be exchanged.
The entire process of the online configuration is kept simple enough that customers can do it themselves, while offering patterns and designs that are scalable. Text can be added too. The use of templates called design worlds allows users to visualise their designs on the fly. The system also allows customers to share their designs with others over social media while offering a customer help line in case difficulties should crop up.