Munich, Germany
2023
Redefining Ecosystem Strategy for the Future of Mobility
MINI Cooper partnered with Formist Studio to go beyond traditional car ownership and redefine its role as an ecosystem brand. Through deep consumer research, co-branding opportunities, and future-focused mobility models, we developed a strategy that expanded MINI’s market reach, built loyalty, and positioned the brand for long-term sustainable growth.
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![Driver interacting with digital ecosystem beside MINI vehicle during ride-along research.”]()
Research
Ethnographic research captured how drivers naturally use mobility tools on the go. These behaviors informed MINI’s ecosystem strategy, grounding digital services in authentic user habits.
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![Close-up of MINI car front symbolizing connected ecosystem touchpoints.]()
Insight
Vehicle-level touchpoints revealed opportunities for connected services — from maintenance alerts to personalization. These insights extended MINI’s brand into everyday, user-centric moments.”
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![MINI vehicle navigating a road, reflecting user journeys informing ecosystem strategy.]()
Strategy
Field journeys showed how users engage with mobility beyond urban contexts. MINI’s ecosystem strategy expanded into a flexible, context-aware platform, bridging ownership, sharing, and services.
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![Rear view of MINI vehicle in natural setting representing user journey research.]()
Future
By mapping driver journeys across contexts, MINI uncovered new needs which shaped an expanded ecosystem — blending ownership, sharing, and digital mobility into future-ready mobility services.
Ecosystem Strategy Case Study
Challenge
MINI faced the need to move beyond traditional car retailing and evolve into a service-driven mobility brand. Changing consumer expectations, the rise of car-sharing and subscription models, and the demand for more flexible ownership structures required MINI to reimagine its ecosystem across the DACH, UK, and US markets. The challenge was to create a model that would resonate globally while remaining adaptable to regional needs.
Integrations
Global ethnographic and quantitative research with 1,000+ participants to uncover shifting mobility behaviors.
Insights into car-sharing, subscription services, and co-leasing as key market drivers.
Frameworks for co-branding partnerships, EV infrastructure, and digital engagement to expand MINI’s reach.
Market-specific adaptations ensuring cultural and regulatory relevance.
Development
Designed a strategic roadmap to reposition MINI as an ecosystem of experiences rather than just a car manufacturer.
Aligned new services with emerging EV infrastructure to reinforce MINI’s sustainability goals.
Created co-leasing and subscription models that reduced barriers to ownership and opened new consumer segments.
Crafted digital-first engagement systems to foster personalization and loyalty.
Solution
Formist Studio partnered with MINI to reimagine ownership as a lifestyle ecosystem. By focusing on flexible service models, EV readiness, and co-branding opportunities, MINI was repositioned as a mobility innovator. The solution blended personalization, community, and sustainable practices to connect MINI with both current drivers and future consumers.
Comfort & Ease — Designed services that created everyday moments of calm and convenience, making MINI ownership feel effortless.
Lifestyle Integration — Extended MINI’s role beyond transport, connecting it to daily life, family moments, and community experiences.
Personalization & Identity — Empowered drivers to shape their MINI experience, reinforcing individuality and brand connection.
Ecosystem Expansion — The strategy evolved alongside MINI’s powertrain innovation, aligning digital services with electric driving and sustainable ownership.
The ecosystem strategy expanded alongside MINI’s powertrain evolution, connecting digital services with electric driving and sustainable ownership.
Strategy positioned MINI as more than transport — as part of daily lifestyle, community, and even family moments.
The ecosystem embraced electrification and urban mobility, ensuring MINI stays relevant in connected cities while enhancing driver and passenger experiences.
Results
The redefined ecosystem strategy generated measurable impact for MINI across markets:
Research Impact — Global ethnographic and quantitative studies with 1,000+ participants uncovered shifting behaviors, shaping MINI’s future-ready strategy.
Consumer Impact — Increased accessibility and loyalty through flexible mobility options tailored to evolving lifestyles.
Market Leadership — Positioned MINI as a forward-thinking brand across DACH, UK, and US mobility ecosystems.
Sustainable Growth — Integrated EV and shared mobility services built the foundation for MINI’s greener, future-ready brand.
Ecosystem Expansion — Established co-branding and partnership pathways which extended MINI’s reach beyond car retailing into an electrified, connected mobility future.
The future of mobility is flexible, connected, and sustainable.
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