Keyring Semantics
While my Mini was in the shop this weekend I drove a BMW 325i station wagon as a loaner car. After being given the key I walked out to my temporary vehicle and hit the button on the key to open the doors-- only it didn't do anything. After repeatedly hitting the big BMW button in the middle of the key I realized my mistake.
For Mini drivers the logo imprinted on the key is the button we press to go. Pressing the winged-"Mini" opens the doors and prepares the car for motoring. In contrast, pressing the BMW logo on their key locks the car and shuts everything down.
One might venture to guess that this small difference in key design belies the positioning of the respective brands. The Mini's key broadcasts a focus on driving and enjoying the vehicle. Comparatively, the BMW key denotes the stability, and security of the brand.
--Posted 07/27/04 02:07AM