The new MINI Aceman is lovely but… is MINI trying to sell me a car or some clothes?

There are a few things that automakers are getting better at.

Photography, especially publicity shots, and marketing. Are they getting better at making cars? Maybe. Irrelevant, it seems, these days.

The latest MINI, the ‘Aceman’, is a classic case in point. I spent the last 30 minutes looking at the pictures and watching the videos and it looks good. Very enticing. I’m enticed.

But now I’m not sure whether I want the car or the clothes that the models are wearing. Weird.

Probably both.

The fact that they didn’t say much about the car doesn’t help. I know it’s compact hatchback. And I know it is inevitably powered by batteries and electricty. And what else do I know? Not much. But that’s just because they didn’t say much.

Great pictures, though. Right?

Ah man. The car world has changed a lot, hasn’t it?

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