This makes sense for all three parties involved.
Of note: Canada has become a test-market for bringing smaller cars to the USA, including Smart and a variety of Toyotas. I am sure that the MINI and its marketing campaign success have helped build this reputation for Canada. Glad to see the segment so strong here.
Canada and the US, MINI has for 10 years consistently had some of the best advertising in the business. At the end of the day it's just a division of BMW, but the fun, cheeky, and instantly recognizable advertising style has made me love the company and consider it to have an identity of its own.
You worked for them at one point, right Hawk (or still do)? Whatever your contribution has been, great work!