The Mini brand and The Italian Job.
Two important dates this year for the Mini, Britain’s most successful car of all time that influenced European car production for at least two decades.
One - the 50th birthday of Alec Issigonis’ designed Morris Mini Minor and the Austin Seven. Two - the 40th birthday of the seminal film The Italian Job, starring Michael Caine and the Mini Cooper S.
According to Peter Collinson, the film’s director, British Motor Corporation (BMC), who manufactured the car, were not completely committed to the film project at all. This is clearly demonstrated by the fact that they offered the filmmakers just three Mini Coopers. The production company had to buy the remaining 25 needed for filming, albeit at trade price. They clearly hadn’t recognised the benefits the film could bring to the brand.
Fiat, by contrast, understood the commercial marketing potential of the film straight away. They offered as many Fiats, and limited Ferraris the production company needed, plus cash of $50,000. The producers turned down their generous offer however as it would have meant replacing the Copper S with the Fiat 500, missing the point of the film, somewhat.
BMC’s management seemed unaware of the value of the opportunity at the time – a full length commercial for the Mini brand. In contrast, BMW the maker’s of the New Mini, understood the opportunity and supplied unlimited cars for the remake of the film in 2004. They also gave some financial support. The film was a critical and financial success, grossing over $170 million worldwide. That’s quite an audience for the Mini brand, which prospers under BMW.
As Oscar Wilde commented, “a cynic is a man who knows the price of everything and the value of nothing”.
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