Mini unveiled its 'Mini boat' at the Charles River in Massachusetts last weekend.
Spectators at the Cambridge location could barely believe their eyes as a modified 2004 hard-top Mini set out onto the river for a leisurely drive.
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The special edition, labelled as a convertible boat, is made from fibreglass and powered by a 6hp outboard motor.
Bedecked in its own unique Mini style, complete with instantly recognisable tropes such as the iconic badge, grille, wheels, lights and more, the car was built to celebrate Mini USA's annual Motor-Tober blowout.
Motor-Tober happens every October in the states, and is designed to celebrate everything fun about the Mini brand for the whole month.
So, in line with this year's Not Normal Sales Event, they recreated the body of one of its older models with a mould and affixed it to a boat hull.
The car was shown to people before the Head Of The Charles Regatta, and was the only other vessel on the river aside from the competitors.
Tom Salkowsky, Mini USA's marketing manager, said: "We challenged our regional staff and the dealers in their respective areas to identify 'Not Normal' ways to celebrate this Motor-Tober by engaging the Mini community and demonstrate why it's an exciting brand family to be part of.
"The Mini USA Eastern Region has created the perfect example of what the Motor-Tober Not Normal Sales Event is all about with the Mini convertible boat."
Fred Schoch, executive director of the HOCR event, said: "We are pleased and excited to support Mini in this creative activation strategy and look forward working with them this weekend. We have never before allowed a company to float a car on the Charles during racing."
Previous Motor-Tober entries include pumpkin Minis to celebrate Halloween, Minis designed to support breast cancer charities and more.
Written by John Meadowcroft