At this year’s IAA Mobility 2025 in Munich, MINI is making a bold and immersive brand statement with two high-profile showcases that celebrate its performance legacy, electric future, and unmistakable British character. From September 9 to 14, the marque will take centre stage at two iconic locations – the MINI Pavilion at Lenbachplatz and a creatively reimagined Open Space at Max-Joseph-Platz – delivering a vibrant, multi-sensory brand experience like only MINI can.
World Premiere: Two Exclusive MINI John Cooper Works Showcars
The spotlight at Lenbachplatz is firmly on performance, as MINI unveils two exclusive John Cooper Works (JCW) showcars, making their global debut. These showcars are the result of a high-profile collaboration with a world-renowned lifestyle brand, merging MINI’s motorsport DNA with cutting-edge design and cultural relevance.
This unveiling also marks a significant transformation of the MINI Pavilion itself, which has been extensively reimagined for the event. The Pavilion will be fully dedicated to the John Cooper Works sub-brand for the duration of the IAA, offering visitors an up-close encounter with MINI’s performance future, steeped in racing pedigree and creative innovation.
A Taste of London in the Heart of Munich
Just a short walk away, at Max-Joseph-Platz, MINI brings a slice of Central London to the Bavarian capital. With an elaborately constructed streetscape that playfully nods to the brand’s British roots, visitors are immersed in a MINI-themed cityscape where heritage and humour meet high-tech innovation.
This Open Space installation sets the stage for MINI’s all-electric line-up, featuring the debut of the MINI John Cooper Works Electric, alongside the MINI Aceman SE and MINI Countryman SE ALL4. Set against the classical grandeur of the Bayerische Staatsoper and Residenztheater, the display not only underscores MINI’s shift toward electrification but also embodies the brand’s signature sense of fun and creativity.
Visitors can also take part in on-the-road experiences with the new MINI electric range. In partnership with SIXT, test drives will launch directly from Max-Joseph-Platz, giving guests the chance to explore Munich behind the wheel of an all-electric MINI — a tangible embodiment of the brand’s rallying cry: “Only MINI Can Do.”
Community Spirit on Show: MINI Clubs Rally for Community Day
As part of the broader IAA experience, MINI is placing a strong emphasis on its passionate fanbase. On 13 September, the brand will host “Community Day,” where MINI clubs will embark on a group drive that begins at Gut Kaltenbrunn on Lake Tegernsee and concludes with a festive gathering at the MINI Pavilion. With live music, BBQ, and open dialogue, the day reflects MINI’s belief that cars are about more than mobility — they’re about community, shared stories, and unforgettable experiences.
MINI at IAA Mobility: Where Innovation Meets Emotion
With more than half a million visitors expected, IAA Mobility remains one of the world’s premier automotive events, serving as a convergence point for manufacturers, journalists, and tech innovators alike. Under the overarching theme, “It’s All About Mobility,” the 2025 edition promises to be a dynamic showcase of the latest ideas shaping the future of transportation.
MINI’s participation goes beyond product reveals. It’s a living expression of the brand’s values: performance, innovation, heritage, and fun — all seamlessly woven into the urban fabric of Munich.
Whether it’s through the adrenaline-charged JCW showcars, the immersive Open Space experience, or the electric test drives and community celebration, MINI’s 2025 presence at the IAA Mobility is nothing short of a full-scale celebration of where the brand has been — and where it’s boldly going.
