SEAT un­veils Mii by COS­MOPOLI­TAN at #FashFest in Lon­don

Malta Independent - - MOTORING ON TUESDAY -

Edited by John Peel

Lat­est mem­ber of the Mii city car fam­ily co-cre­ated by the hands of the SEAT de­sign­ers and COS­MOPOLI­TAN ed­i­tors and read­ers A car that un­der­stands the feminine side and lifestyle of the “fun and fear­less” “COSMO girl” Avail­able in two colours – Vi­o­letto and Candy White, with the 1.0 75 PS en­gine in the UK Pric­ing and spec­i­fi­ca­tion will be re­leased closer to UK launch in early 2017

The cars we drive are a re­flec­tion of our per­son­al­i­ties, a care­fully cho­sen in­vest­ment that not only gets us from place to place, but de­fines who we are. For con­sumers look­ing for per­for­mance and fun, last night at Cosmo’s glitzy #FashFest, SEAT and Cos­mopoli­tan launched the SEAT Mii by COS­MOPOLI­TAN. The cul­mi­na­tion of an 18-month co-cre­ation process be­tween SEAT and Cos­mopoli­tan’s global creative team, re­gional ed­i­tors and read­ers across the UK and Europe, the lat­est mem­ber of the Mii city car fam­ily is the per­fect car for con­fi­dent, in­de­pen­dent, active young women who are re­ally go­ing places.

“This is a car that adapts to to­day’s lifestyle by pro­vid­ing amaz­ing so­lu­tions that are both in­tu­itive and easy to use. The SEAT Mii by COS­MOPOLI­TAN is dy­namic, stylish and ver­sa­tile, with a dar­ing, edgy ap­peal. Not only did we strive to cre­ate an el­e­gant car, it is de­signed to be a bold, per­sonal ally for the driver, with amaz­ing so­lu­tions that are func­tional and in­tu­itive,” SEAT’s global mar­ket­ing di­rec­tor, Su­sanne Franz said.

De­signed with the tastes and pref­er­ences of Cos­mopoli­tan’s au­di­ence in mind, the Mii by COS­MOPOLI­TAN is agile, ex­cit­ing to drive and easy to park; an aes­thet­i­cally pleas­ing car with per­son­al­ity. Cos­mopoli­tan’s read­ers par­tic­i­pated in the process, shar­ing thoughts and opin­ions through sur­veys and prod­uct test­ing, of­fer­ing feed­back and ideas.

Kim St. Clair Bod­den, se­nior vice pres­i­dent and edi­to­rial di­rec­tor of Hearst Mag­a­zines In­ter­na­tional, ex­plains, “Cos­mopoli­tan is the big­gest, most pow­er­ful young women’s brand in the world, en­gag­ing and in­spir­ing our read­ers to achieve the fun, fear­less lives they want. It has been in­cred­i­bly re­ward­ing to work with SEAT, our global ed­i­tors and read­ers to de­sign a car with all the bells and whis­tles that re­ally per­son­alise the driv­ing ex­pe­ri­ence.”

Cos­mopoli­tan is sup­port­ing the launch with a so­cial me­dia cam­paign around the hash­tag #ThisIsMii, with en­gag­ing con­tent based on reader opin­ions and ex-

pe­ri­ences, cre­at­ing a con­ver­sa­tion around the car, fash­ion, lifestyle, beauty and work, putting the SEAT Mii by COS­MOPOLI­TAN in con­text with read­ers’ lives. From the so­cial posts, read­ers can click through to the SEAT web­site for more de­tailed in­for­ma­tion on the Mii by COS­MOPOLI­TAN. Fol­low­ing its de­but at Cosmo #FashFest, the Mii by COS­MOPOLI­TAN will be show­cased at the Paris Mo­tor Show at the end of this month.

Light and Shade, the Magic of Colour

Small on the out­side, yet big on the in­side, the Mii by COS­MOPOLI­TAN is ver­sa­tile, safe, eco­nom­i­cal, com­fort­able, re­li­able and kind to the en­vi­ron­ment. It’s also so­phis­ti­cated, feminine and chic, with a de­sign that re­flects a bold, au­da­cious, lifestyle. The Mii by COS­MOPOLI­TAN is avail­able in two colours; Vi­o­letto and Candy White, with cham­pagne-toned bis­muth de­tails in­side and out. Candy White is a smooth tone, while Vi­o­letto has an el­e­gant, pearles­cent fin­ish, achieved by care­fully choos­ing colour pig­ments, re­veal­ing the ‘flip,’ or light, and the ‘flop,’ or dark, tones. Even its head­lights have an ‘eye­liner’ shape, em­pha­sised in the same way as makeup em­pha­sises the eye. The jew­elled, bi-colour al­loy wheels works in har­mony, of­fer­ing a sur­prise sparkle.

The cham­pagne-fin­ish of the door mir­rors is re­flected in the in­te­rior de­tails as well, on the air­vents, the in­fo­tain­ment sys­tem sur­rounds and in the stitch­ing of the car, in­clud­ing the floor mats. Vi­o­let seats are up­hol­stered in Al­can­tara, high-end, top-qual­ity up­hol­stery; while the ceil­ing is up­hol­stered in dark tones, pro­vid­ing a sense of glam­our. Alu­minium strips in the front footwells are en­scribed with “COSMOPOLITANlovesMii.” The in­te­rior chrome de­tails are matte, with the ex­cep­tion of the SEAT logo found on the steer­ing wheel.

As Much Mii as Any Other Mii

Al­ways in­no­vat­ing, SEAT is at the fore­front of the grow­ing trend to­wards col­lab­o­ra­tions be­tween the car in­dus­try and part­ners in other sec­tors, first with women’s fash­ion and ac­ces­sories re­tailer Mango, and now with Cos­mopoli­tan.

The SEAT Mii by COS­MOPOLI­TAN launches in the UK in early 2017 with the 1.0 75 PS en­gine and five-speed man­ual trans­mis­sion. The fru­gal en­gine emits 102 g/km of CO2, with fuel econ­omy of 64.2 mpg on the com­bined cy­cle. The Mii by COS­MOPOLI­TAN has all the el­e­ments nec­es­sary to en­sure a safe and com­fort­able drive, from air-con­di­tion­ing to “Hill Hold Con­trol” (to pre­vent roll-back), as well as a list of op­tional ex­tras that al­lows the driver to con­fig­ure a Mii with rear park­ing sen­sors and a 300-watt sound sys­tem and sub­woofer. And for stay­ing con­nected, the new in­fo­tain­ment sys­tem “Smart­phone in­te­gra­tion with Drive Mii app” has a smart­phone cra­dle integrated into the dash­board. To am­plify the driv­ing ex­pe­ri­ence, the SEAT Mii by COS­MOPOLI­TAN app, “DriveMii” (avail­able in Play Store or App Store for An­droid and iOS de­vices) en­ables the driver to con­trol the in­fo­tain­ment sys­tem through a smart­phone.

The Mii by COS­MOPOLI­TAN is a car built for and co-cre­ated by women who want the time they spend be­hind the wheel to be as en­gag­ing and ex­cit­ing as ev­ery other facet of their busy, fun, fear­less lives.

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