Mini takes aim at SUV market with its ‘Fun Utility Vehicle’

Mini claims to have invented a new category of car, the FUV – or Fun Utility Vehicle – in a new ad campaign for the Mini Countryman.

Created by Ogilvy Melbourne, the campaign – which features an SUV crashing into a lamp post – portrays the Countryman as more fun than an SUV.

“What’s an FUV? Much more fun than a SUV for starters,” said Matt Schmidt, brand comms manager for Mini, in a press release. “The MINI Countryman FUV is MINI fun with a major difference – four doors and optional four-wheel drive. It’s big on fun and a big opportunity for the Mini brand in Australia.”