Earlier this week the all-new 2014 MINI hatchback was spotted out in the wild ahead of its public debut.

Unfortunately – for BMW’s sake – the pictures were taken with a long lens and weren’t particularly flattering to the new design.

MINI, being ever the opportunist, decided to make marketing capital of its slip-up by complaining about its new car being ‘papped’.

Do we care? Or are MINI being a little too conceited?

They promise official pictures soon, taken from more flattering angles – but I suspect they’re clutching at straws and hoping to divert attention away from those corona headlights inspired by the Rocketman concept. Take a look at their statement below and judge for yourself..

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SEE ALSO: 2014 Mini Cooper rockets into view (for the undisguised photos).