It almost seems like ancient history, but there was a time when the Mini Cooper was the coolest car in America. First hitting American dealerships in March 2002, the novel two-door hatchback was supported by a unique marketing campaign on the back end, while BMW supported the front end with a classically retro B-class mini chock-full of clever touches. Our Pick of the Day is one of the high points of this first generation of the new generation: this 2004 Mini Cooper S JCW track car is listed for sale on ClassicCars.com by a dealership in Mesa, Arizona.
When the Mini Cooper was ramping up towards its introduction in the United States, I was living in Miami Beach and occasionally visited the dealer on the mainland for literature and news. I had already spec’d what I’d order in my head when it was time to buy a car (I was doing well with my 1992 Honda Accord at the time), including the Electric Blue hue.
The marketing campaign was spearheaded by Miami ad agency Crispin Porter + Bogusky. “Let’s Motor” was the tagline, and guerilla and viral marketing tactics captured the attention of more than just enthusiasts. It could be said that the unique style of the campaign was new to many Joe Schmoes out there, but truthfully, there were plenty of clever and fun ideas promoting a clever and fun British refugee now residing in Germany.
How clever was the car? Sure, it was a little bigger than the original, but the “roller skate” connection of the original Austin Mini was there, as was the retro exterior and an interior that updated the quirky charms, such as the center-mounted speedometer, for the new audience. An extensive list of options gave the Mini Cooper a quasi-bespoke flavor, just like the old days when we could build cars a la carte.
Powering the Mini Cooper for the American market was a naturally aspirated 1.6-liter four-cylinder rated at 114 horsepower. Transmission choices were a five-speed manual or CVT. The Cooper S featured a supercharged 1.6-liter rated at 163 horses paired with a six-speed manual.
The following model year, Mini introduced a John Cooper Works kit for the Cooper S developed by the son of the Formula 1 racer who built rally-winning Austin Minis back in the day. Upgraded supercharger, heads, exhaust, and ECU, plus chassis upgrades that John Cooper was famous for, all added to a 200-horsepower go-kart with comfort for four.
That sounds remarkably like this 2004 Mini Cooper S JCW track car. Finished in Chili Red with a white roof, this vehicle is said by the seller to have the MC40 package, which added sports suspension and dynamic stability control as well as chrome mirror housings and door handles, and vinyl decals on the hood, doors, and quarter panels. “Additional equipment includes xenon headlights, fog lights, rally-style driving lights, rear GB badging, black wheel arch flares and rocker panels, a roof spoiler, and twin center-exit exhaust outlets,” says the seller. “The 17-inch lime green Sparco wheels are mounted to Sumitomo HTR A/S PO2 tires 205/45R17 with date codes 2024. These wheels were a popular choice due to their lightweight design and direct fitment … stopping is provided with power disc brakes and StopTech calipers.” Inside, you’ll find a roll bar, Sparco buckets with five-point harnesses, dash-mounted FireBottle fire suppression pull-cable, carbon fiber trim, and more.
Eventually, I owned a Mini Cooper S with a prodigious $10,000 worth of factory options and an edgy, rough disposition. It corrupted me into eschewing unnecessarily bulky cars (think SUVs more than 1970s Caddys), but it was a step removed from our zippier Pick of the Day. To use a corny phrase from back when Austin created the original Mini, for $12,995, this may be the most fun you can have with your clothes on.
Click here to view this Pick of the Day on ClassicCars.com
