Mini Korea opens world's first JCW Garage, promising 'differentiated customer experience'

Mini Korea announced Tuesday that it is opening the world's first JCW Garage in South Korea — a dedicated service space for customers of Mini's high-performance brand JCW, or John Cooper Works.

JCW takes its name from racing car builder John Cooper, who created the first Mini Cooper in 1961 based on the classic Mini. The Mini Cooper S bearing Cooper's influence won the Monte Carlo Rally in 1964, 1965 and 1967, laying the foundation for Mini's motorsport heritage.

The new JCW Garage is designed to expand the brand's fan base and deepen the customer experience by combining JCW-specific service with immersive brand engagement. Customers visiting for vehicle maintenance can explore JCW's motorsport heritage and identity while they wait.

The facility is located within the Mini Bundang service center operated by official Mini dealer Kolon Motors. It features a JCW-exclusive workshop and a customer lounge, with JCW-certified technicians and service advisers on hand to provide JCW styling consultations.

The space is designed around black and red tones, with JCW logos and racing-inspired elements throughout to express the brand's dynamic identity. A large LED screen on the workshop wall plays Mini videos, with JCW performance parts displayed alongside it. The customer lounge features green walls adorned with images tracing JCW's history and motorsport heritage.

Mini Korea has been broadening its brand experience through customer programs such as "MINI Go-Kart Day," a test-drive event showcasing Mini's signature go-kart feel, and "JCW Gourmet Driving," which pairs JCW test drives with a dining experience. Through the JCW Garage, the company plans to extend that same JCW sensibility and culture to the vehicle maintenance and care process as well.

Meanwhile, Mini Korea is continuing a range of marketing activities to expand customer brand touchpoints, including "2026 MINI Our Stories," a two-day customer event running Saturday and Sunday at the BMW Driving Center on Yeongjongdo, Incheon.