The dealer has had both a JCW and a JCW Clubman available for test drives for almost a month now. The JCW Clubman sold pretty quickly and another demo is on its way.
I'm chiming in with my 2 cents on the whole JCW is overpriced debate. Back in late 2003 I used to say the exact same things about the, then brand new, dealer installed JCW kit that ran just shy of $6,000 installed in your existing MCS. For 200 hp I said, at the time, that it was a waste of money. I had a 2003 MCS (still have it) and put my money into an intake, pulley and exhaust and I thought I was so smart to have saved some $4,500 because I had a car every bit as good as a JCW. Fast forward three years to 2006 when I purchased a JCW GP. I ate my words. Granted the GP is a JCW on steroids so to speak but it's pretty much the same kit with a few tweaks. The sheer refined nature of the JCW compared to a DIY series of upgrades isn't even in the same league in my opinion. They're apples and oranges. I'm not the only one who thinks that. Go find many major automotive publications who reviewed a JCW against a highy modified Cooper S and the consensus was that, yes the JCW is a bit pricey but as is true with almost everything in life - you get what you pay for. That being full factory backed warranty, highly engineered performance not to mention the heritage that comes with the name John Cooper Works.
I've had more than 200 miles worth of seat time in the R56 JCW. I've driven it for an extended period on the highway and been on the track with it. You can call me a JCW fan boy, it's been done plenty of times before, but I say the new JCW is worth every penny.
BTW - the car currently on the dealer floor has OZ Ultraleggera black wheels with performance Continental tires not to mention the factory aero kit (Ugh). Those items add to the price because a well equipped JCW with Nav, JCW Suspension and JCW aero kit should only set you back about $36K. It's not hard to put $2K worth of accessories on a MINI as I'm sure many of us have had experience with.
As far as the wheels go, I've got more than $10K worth of various MINI wheels in my garage right now - some MINI and some aftermarket and I have to say I like the way both my MINIs drive with factory wheels better than any aftermarket wheel I've tried. You might say I just haven't tried the right wheel but I say why bother. Once again, I've learned that you get what you pay for. You can save some money and live with options that are perfectly adequate but you can spend the extra and have a package that is freaking phenomenal.
These are just my opinions but they are informed opinions after spending time in literally hundreds of MINIs over the past five and a half years. I'm happy if folks disagree with me but all I have to say is that I was once on that side of the fence too. Enlightenment comes with time.