This latest generation of the three-door hatch model will enable you to fit personalised sill kick plates, named sections in moulded plastic under the front wing indicator, your own dash design ahead of the front-seat passenger and even your own design of silhouette in the puddle light hidden in the door mirror housing.
Is this all a bit OTT and, well, a bit naff? Perhaps, but (whisper it) we rather like it and the same goes for the proliferation of Union flags inside the cabin, on the headrests and, most prominently, on the rear lights.
This latest iteration of the three-door and Convertible get all of this as well as the arrival in this Cooper S of a new twin-clutch, seven-speed automatic with steering wheel gearchange paddles for the first time (a £1660 option). That might be akin to a wooden stake and clove of garlic to driving enthusiasts but read on.
Under the bonnet, there’s the same 2.0-litre, 192bhp petrol engine as before capable of the 0 to 60mph sprint in 6.8 seconds and onto a 146mph top speed. That new auto actually improves on the car’s average fuel economy and emissions too (47.1mpg up to 54.3mpg and 138g/km down to 119g/km).
What continues with the new Cooper S is also its great sense of driver enjoyment at every level. This latest version may have grown once more, but its sharp steering, direct turn-in into corners and reasonable feel through the steering wheel and driver’s seat remain.