At
their annual Regional MINI meeting in Atlanta, GA MINI USA targeted growth and
opportunity while lauding the year’s successes including MINI of Wesley Chapel’s
state of the art new facility and franchise.
The
United States have become MINI’s largest market and are quickly, in light of
BMW’s woes in China, becoming a real focus for BMW as well. MINI targets growth
to 100,000 units annually by 2016; which would be a 34% increase for the
manufacturer. They also state they will double sales of CPO (certified
pre-owned MINI’s) in four years.
 |
| The New MINI Paceman Concept is Coming Soon |
A
large part of their strategy is to fix quality issues inside the brand. MINI
has vowed to improve JD Powers initial quality issues which are the single
black eye in one of the US’s most exciting car brands. MINI plans to add a few
points as well which has not typically been a part of the MINI growth strategy.
MINI also plans new
product launches with Paceman, which will be the first MINI to feature a rear
boot badge. While MINI is careful not to lose it’s “MINI” appeal it has
targeted the larger small car segment (Countryman) as a real growth
opportunity. Nationwide events like Dragon and “MINI takes the States” have
become more less a cultural phenomenon and will continue to be a point of
MINI’s brand awareness strategy. Awareness of the brand is a challenge amongst
a humble ad budget and small dealer body but the upcoming MINI advertising
campaign will attempt to resonate with the unique proposition and personality
of MINI and MINI buyers.
Follow @MINIofWC on Twitter!
Like facebook.com/MINIofWesleyChapel/ on Facebook
No comments:
Post a Comment