MINI has joined forces with the global lifestyle icons at Deus Ex Machina to unveil two bespoke, one-off John Cooper Works (JCW) concepts. These vehicles serve as “rolling manifestos,” blending MINI’s legendary racing heritage with Deus’ signature “raw” aesthetic and passion for custom machinery.
Revealed ahead of their world premiere at IAA Mobility 2025, the collaboration explores two distinct pillars of enthusiast culture: the precision of the racetrack and the stripped-back rhythm of the coast.
The Design Philosophy: “The Beauty of Imperfection”
Guided by Stefan Richmann (Head of MINI) and Holger Hampf (Head of MINI Design), the project moves away from high-gloss perfection in favor of authenticity and craftsmanship.
- The Signature ‘X’: Both cars feature a massive white ‘X’ across the roof, symbolizing the intersection of the two brands.
- Tactile Cockpits: The interiors prioritize mechanical connection, utilizing physical levers, toggle switches, and exposed seams to emphasize the bond between driver and machine.
‘The Skeg’: Electric, Minimalist, Ocean-Inspired
Based on the MINI JCW Electric (190 kW/258 hp), “The Skeg” reimagines the EV as a mobile sanctuary for the surfing community.
- Innovative Materials: The car utilizes semi-transparent fiberglass panels, reducing total weight by 15% and offering a translucent aesthetic that changes with the sunlight.
- Surf-Tech Aero: A “Flex Tip Surf Spoiler” at the rear mimics the underside of a surfboard to redirect airflow, while roof tension straps provide a functional nod to the ritual of securing a board.
- The Interior: Designed to function like a high-end surf shop, it features integrated fiberglass trays for wet gear and water-repellent neoprene upholstery on racing bucket seats.
‘The Machina’: Raw, Loud, Track-Ready
Forged in the image of classic motorsport, “The Machina” is a combustion-powered MINI JCW (170 kW/231 hp) built for high-performance enthusiasts.
- Rally Roots: The exterior features a bold Red, White, and Black livery, widened fenders, and quad-mounted bonnet spotlights a direct tribute to MINI’s historic Monte Carlo Rally victories.
- Aerodynamic Edge: A Can-Am-style rear spoiler and a rear diffuser inspired by the Nürburgring-spec JCW race car optimize stability and airflow.
- The Interior: A utilitarian workspace featuring raw aluminum floor plates, a 5-point racing harness, and an exposed roll cage. A prominent hydraulic handbrake lever ensures a direct, mechanical connection for precision driving.
Creative Collaboration & Capsule Collection
The visual identity of these concepts was a collaborative effort involving Deus Creative Director Carby Tuckwell and renowned designer Matt Willey (of Pentagram). Their shared history, dating back to a 2022 Mini Cooper S racing project, ensures the graphics feel historically grounded yet modern.
Beyond the cars, the partnership includes:
- Apparel: A MINI x Deus Ex Machina capsule collection featuring high-grade, tailored lifestyle pieces.
- Launch: The collection debuts globally on September 8, 2025, via Deus retail and e-commerce channels.
Event Details
The public can view these one-off creations at the MINI Pavilion during IAA Mobility 2025 in Munich, following an exclusive “MINI JCW x DEUS Night” on September 6.
“You can be first after me.” — The unifying motto of a partnership built on speed, creativity, and the pursuit of the ride.
