Senior MINI executive joins thousands of motorers crossing the USA

When Thomas Felbermair was appointed to his new role of Vice President, MINI Region Americas, he felt that it was crucial to quickly understand what it is that makes MINI owners and enthusiasts tick.

So just weeks after taking up his new position in the U.S., he decided to hit the road with thousands of MINI motorers on MINI TAKES THE STATES 2016 and spend time driving across a large chunk of his new territory.

Speaking to MINIUSANEWS.com after completing the first two days of the 4,400-mile cross-country rally, he said: “I’m very new to my role and this is my first MINI TAKES THE STATES. It’s a fantastic event and it’s giving me an opportunity to meet with so many MINI owners, enthusiasts and ambassadors.”

“It has been really interesting to experience the passion that people in the U.S. have for the MINI brand," said Thomas, who will be one of over 900 motorers who is driving the entire route from Atlanta, Georgia, to Palm Springs, California, through 15 cities and 18 states. “For a German, it has been a fascinating experience so far.”

“I feel it’s very important for me to be here to experience MINI TAKES THE STATES myself because you just don’t get those insights about where you stand with your brand by sitting in the headquarters looking at PowerPoint presentations,” he said.

“I’m also new to the U.S., and MINI TAKES THE STATES is allowing me to discover the country on fast forward, taking me to places that I would not normally be able to visit,” he said, adding that he was particularly looking forward to seeing Michigan and the Great Lakes as the motoring adventure heads into the northern states.