MINI, the official automotive sponsor of Sole DXB, was front and centre at the Middle East’s premier lifestyle and street-culture festival, which took place from December 8 to 10. The event marked a significant milestone for the brand, which displayed the new MINI Cooper Electric to the public for the first time in the region.
The pulse of urban culture met the spirit of electrification as the MINI Cooper Electric made its debut against the backdrop of music, art, and street style. MINI’s space unveiled two new models, and with this generation of the brand having the most electric models available, it is paving the way towards its goal of becoming fully electric by 2030.
The MINI space at the festival offered more than just car reveals – it was a hub for live performances, mirroring the brand’s spirit of innovation and creativity. Additionally, Oliver Heilmer, Head of Design at MINI joined the event to provide festival go-ers with an inside look behind the design and technoogy of the new MINI Cooper Electric.
MINI’s participation in Sole DXB 2023 underlined the synergy between the two brands, both champions of culture, community and innovation. In addition to electrifying performances, Sole DXB provided a platform for brands to connect with the youth, mirroring MINI’s commitment to fostering connections and shaping urban culture.
As MINI takes the road to a sustainable future with its electrifying models, it is also dedicated to nurturing the spirit of creativity and community that shines at events like Sole DXB.
The BMW Group:
With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW Group is the world’s leading premium manufacturer of automobiles and motorcycles and also provides premium financial and mobility services. The BMW Group production network comprises 30 production sites worldwide; the company has a global sales network in more than 140 countries.
In 2022, the BMW Group sold nearly 2.4 million passenger vehicles and more than 202,000 motorcycles worldwide. The profit before tax in the financial year 2022 was € 23.5 billion on revenues amounting to € 142.6 billion. As of 31 December 2022, the BMW Group had a workforce of 149,475 employees.
The success of the BMW Group has always been based on long-term thinking and responsible action. The company set the course for the future at an early stage and consistently makes sustainability and efficient resource management central to its strategic direction, from the supply chain through production to the end of the use phase of all products.
