Wheels

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