Wheels

(Greg DeLong) #1

feature


TEXT AND PHOTOS AARON HIA


G


iven the complexity of
life in modern Singapore
today, brands are
finding it increasingly
hard to exceed growing expectations
from the sophisticated and learnt
consumer. Produc.ts of today must
not only be of great quality, but also to
entice the truly discerning individual,
apart from the general populace.
Marketing aside, such products
still have to possess an innate edge
in order to build a legacy upon itself.
These have to rise above the ranks of
typical offerings available in the market,
without the use of sales tactics such as
a low-penetrating price, going forward


ADVANCING WITH PURPOSE


As the fitness lifestyle begins picking up its pace here in Singapore, two kinds of wheels
have also become adept at keeping up with the rapidly changing times...

with the belief that the customer
knows just how good the product is.
That is exactly what MINI and Giant
have in common. The reputation and
reaches of the two manufacturers
in their respective trades have hit
levels of popularity amongst the
world’s population, selling widely
and quickly throughout the globe
with innovative and trendy models
that the world expects nothing
lesser from. Recognising each
other’s commitment to delivering
excellence, MINI Netherlands has
paired up with Giant’s Giant-Alpecin
team in a sporting partnership,
making this a timely feature!

The MINI Cooper Clubman S
While the MINI Cooper has been making
headlines for decades, the truth of the
matter is that the changing demographics
of the world’s population has prompted
the folks to rethink the concept on the
drawing board. This push resulted in the
four-door MINI Cooper, which eventually
led to the creation of the Clubman,
exceeding typical dimensions of the
British icon to include additional legroom
for passengers and ample storage space
for larger items at the back.
What makes the Clubman truly
unique from other hatchback rivals is
its split-doors, or affectionately called
“barn doors”, which open to the left

The MINI and the
Giant in their physical
forms, how ironic

48 // March 2016

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