01.04.2004, 21:30
"seal that is broken when the roof is raised for the first time"
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"When BMW dealers start selling the new Mini convertible in Europe and the U.S. this summer, the cars will be delivered to customers with the top down and a seal that is broken when the roof is raised for the first time. Buyers will be asked to sign a mock contract committing them to keeping the roof down as long as they can -- to stay true to the Mini convertible's open-minded spirit. "It will spark contests to see how long owners can go before breaking the seal," says Jack Pitney, vice-president of Mini USA. "
http://www.businessweek.com/magazine/con..._mz054.htm
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"When BMW dealers start selling the new Mini convertible in Europe and the U.S. this summer, the cars will be delivered to customers with the top down and a seal that is broken when the roof is raised for the first time. Buyers will be asked to sign a mock contract committing them to keeping the roof down as long as they can -- to stay true to the Mini convertible's open-minded spirit. "It will spark contests to see how long owners can go before breaking the seal," says Jack Pitney, vice-president of Mini USA. "
http://www.businessweek.com/magazine/con..._mz054.htm