On Wednesdays, make sure to visit the ‘JCW Performance Showroom’ in Songdo. Ask the MINI Genius there for a docent tour. You will get to know MINI in depth. Additionally, experiencing the ‘[Gourmet Club of JCW]’ will provide a unique encounter with MINI.

JCW Performance Showroom

It’s not just about selling cars. It communicates the history and culture of the brand, instilling a sense of affection for the brand. This is the JCW Performance Showroom, which MINI Korea has grandly opened.

On the 5th, after a heavy monsoon and with the hot summer approaching, I visited the JCW Performance Showroom within the Incheon Songdo Complex Center, operated by BMW’s official dealer, Bavarian Motors.

The Songdo Complex Center spans 13,223 m² (4,000 pyeong) in Songdo-dong, Yeonsu-gu, Incheon, with a total floor area of 26,515 m² (8,000 pyeong). It opened in 2018 and is the largest of all BMW dealership centers worldwide. The JCW Performance Showroom is located on the 3rd floor within this center. Upon exiting the elevator, a lineup of JCW models welcomes you.

Docent Tour Guided by MINI Genius

The docent tour guided by a MINI product expert, the ‘MINI Genius’, is an experience that should not be missed. It allows insight into the true essence of the JCW models. The genius provided a step-by-step explanation of the JCW 3-Door, JCW Countryman, and JCW Clubman, which are lined up in the showroom. The JCW 3-Door has a 231-horsepower engine, 40 more than the standard Cooper, while the JCW Countryman and Clubman are equipped with a high-performance powertrain boasting 306 horsepower. Additionally, the distinctive paint pattern on the hood and the piano black grill are telltale signs that these are indeed JCW models.

On one wall of the showroom, various accessory parts were on display. Performance wheels, JCW exclusive suspension, and Alcantara steering wheels grabbed attention. Manager Jeong-gyeol of Genius elaborated on the suspension displayed on the wall. He explained, “The suspension is produced specifically for MINI JCW by a German company called KW. Various parts including suspension and wheels can be certified at official MINI service centers.”

Next to the accessory parts, the history of MINI unfolded chronologically. The founder of MINI, Alec Issigonis, created the vehicle as a compact car concept in response to rising oil prices in 1959. After creating the MINI, he sought out racing car manufacturer John Cooper and received a vehicle from him, leading to the launch of the first MINI Cooper in 1961, followed by the Cooper S in 1963. Furthermore, as soon as MINI debuted in racing in 1964, it won its very first event at the Monte Carlo Rally, defeating formidable competitors like the Porsche 356 and Mercedes-Benz 300. The compact and agile MINI had a significant advantage over the narrow and winding terrain of Monte Carlo.

MINI was integrated into the BMW Group in 1994, and the first generation of the new MINI began to emerge in 2001. In 2002, John Cooper’s son, Michael Cooper, established a tuning garage called John Cooper Works for MINI vehicles. After BMW acquired the trademark in 2007, they also acquired the brand in 2008, bringing Michael Cooper and his son Charlie Cooper onboard as brand ambassadors. This is the story behind the establishment of JCW, the premium performance brand of MINI today. The history of MINI as narrated by the Genius feels like a scene from a movie.

JCW Gourmet Club

If you make a reservation online, you can also enjoy a test drive at the JCW Performance Showroom. A round trip of 72 km to Cafe Mi-eum in Yeongjongdo takes about an hour and a half, during which I experienced driving the JCW Clubman on the highway, winding courses, and city segments. The JCW Clubman showcased its true performance prowess as a high-performance MINI model.

At the cafe, a resident staff member is available for purchase consultations. The waiting staff member mentioned, “JCW test drives are conducted every Wednesday, providing customers with bread and beverages, hence we named it ‘Gourmet Club’ at the location.” Reservations for test drives can be made online for selected times (9 AM, 12 PM, 3 PM) every Wednesday.

MINI Korea emphasized that the JCW Performance Showroom was part of a brand campaign aimed at introducing the brand to customers, opened with the voluntary participation of dealerships.

It’s not just about selling cars; it’s about conveying the history and knowledge of the brand to customers. This is a place that broadens the contact points with consumers, allowing more people to know and love MINI rather than focusing solely on immediate vehicle sales.

Lee Sang-jin email: daedusj@autodiary.kr