MINI targets Growth and counts recent Success

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.

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MINI Cooper of St. Petersburg ???

People have asked me on more than one occasion why I have moved to St. Petersburg rather than areas closer to where our businesses operate in Hillsborough and Pasco counties. The answer is easy. I have been a Pinellas County resident off and on since 1992 (only leaving for a stint in Richmond, VA for college and than Gainesville for work). I believe St. Petersburg is the best kept secret on the West Coast of Florida period, end of story.

Between a mile to two miles from my home I have great restaurants (think Red Mesa, Parkshore Grill), the two best museums in the bay area (Dali, Museum of Fine Arts), the Tampa Bay Rays (Tropicana Field), The Tampa Bay Rowdies (Al Lang Stadium), a beach, a country club, a resort (Vinoy) and great parks and walk ways. I enjoyed South Tampa but St. Petersburg just has more to offer.

It is sad to think that because our businesses are not close that I won't be able to have my friends and neighbors do business with me. That just isn't the case though. We have many brands that frankly don't even compete with local St. Petersburg businesses (Lamborghini Sarasota). For one MINI of Wesley Chapel is one of only two Tampa area MINI dealers. So if you are looking for a Clubman, Cooper, Countryman, Coupe or Roadster and live in St. Petersburg ... you can do business with a local family! And I think it's safe to say we'd even deliver it to you!

I know I am going to end up supporting St. Petersburg in many ways. I am already a Tampa Rays season ticket holder and I won't even tell you how well I have supported the local food scene. I'll let my growing belly do that talking!

Shop miniofwesleychapel.com and than drop me an e-mail bmorgan@morganautogroup.com

We would love for you to see our one of a kind new MINI Service facility - but we will delivery your purchased MINI right to you in Pinellas County as well!

Follow MINI of St. Petersburg ... I mean MINI of Wesley Chapel on Facebook at Facebook.com/MINIofWesleyChapel/