Hire a Mini Cooper for... 26p an hour!
Taking inspiration from the "Boris Bike" scheme, the programme is based at a docking station located in the West End's bustling Berkley Square.
However, as you might have guessed, there is a bit more to it than just 26p an hour. The hourly rate is based on a finance package of £189 a month for a Mini Cooper (plus deposit).
But there is no need to sign up first, says Mini. Just visit the Mini Fun Hire Service, insert 26p into the ticket machine, take your ticket and off you go.
The scheme is all part of a campaign to show off the exciting Mini Cooper, and comes off the back of new research commissioned by the car maker revealing that Londoners have the least amount of fun in Britain.
Capital dwellers were followed by their counterparts in Manchester and Birmingham – with 142, 148 and 152 minutes fun-time daily. This was compared to a smiling Swansea whose residents manage to find more than four hours (244 minutes) to enjoy themselves each day.
Men were found to have more fun than women, enjoying 151 minutes of laughter time on average each day compared to 146 minutes.