MINI USA enlists a new pitch person: you.

We’re typically told to buy electric vehicles (EV’s) for unselfish reasons– the environment, future generations, cost savings, etc. While other car companies lean into these reasons to buy EV’s, MINI knows that the real reason people buy a MINI Electric is to treat themselves. We all have the world’s best salesman inside our heads– and most people say you should ignore that voice– you should be practical, be real, be serious. But sometimes, that fun-loving, thrill-seeking, self-indulgent little voice actually knows exactly what’s best for you.