Happy 10 year anniversary, Mini

From AB
MINI USA CELEBRATES 10 YEARS OF SUCCESS
March 22, 2012 Marks the Brand's 10th Anniversary Milestone in the
U.S. Market
San Francisco ? March 21, 2012... Since its 2002 introduction, MINI
USA has proven that there is a place for premium small cars in the
American car market; and on the 10th anniversary of the brand's
launch, its leaders can confidently say that MINI has successfully
established itself as the leader in this growing segment. Over the
last decade, MINI has grown its vehicle portfolio from the single
Hardtop body style that it launched with in 2002, to include six
unique models today; it has expanded its dealer network by two-thirds;
and has cultivated a loyal owner community, the likes of which few
brands have the honor to call upon as their own.
"MINI launched in the U.S. during the time when gas was cheap and
large trucks and SUVs ruled the road," said Jim McDowell, Vice
President MINI USA. "Many thought the brand would be a one-hit
wonder, and we are extremely proud that we were able to surprise some
the toughest critics, and at times, even ourselves."
MINI challenged the notion of small meaning "cheap" by
delivering a premium vehicle experience in a small package with
inspired design. The brand also demonstrated to many motorists that
MINI can meet their everyday driving needs. The sales success first
peaked when fuel prices spiked in 2008; but another best-year sales
record was set in 2011 when fuel prices were more stable, indicating
that the brand had successfully come into its own and that motorists'
positive perception and acceptance of premium small cars was growing.
Today, one in every five BMW Group vehicles sold in the U.S. has a
MINI badge on it, making it a significant contributor to the company's
overall success.
The brand has grown to include six models, Hardtop, Convertible,
Clubman, Countryman, Coupe and Roadster, each of which complements the
others as part of the lineup. Each vehicle in the portfolio has been
developed to have a distinct personality while still delivering on the
brand's longstanding promises regarding sporty performance, striking
design, overall efficiency and value.
MINI USA's dealer network has grown from 66 dealers in 2002 to 112
dealers today, and up to 125 outlets are expected to be open within
two years. While all MINI dealers have dedicated showroom space,
approximately 60 percent of the existing MINI showrooms are
stand-alone facilities. All new facilities moving forward will also be
free- standing, and as a direct result of the brand's success, many
dealers are investing to upgrade or move those that are not. By the
end of 2014, MINI USA expects that 90 percent of its facilities in the
U.S. will be exclusive operations.
MINI USA launched the first vehicle for the U.S. market in the San
Francisco Bay Area 10 years ago, and today the brand commemorates its
10-year milestone at MINI of Marin, the newest dealership facility to
open, which is operated by Penske Automotive Group ? a longstanding
partner in MINI USA's success.
To commemorate its 10th anniversary, MINI USA has developed a media
kit that is available on
formatting link
, which highlights some of
the feisty, engaging and memorable moments from the last 10 years.
Assets include a MINI history timeline, a photo gallery and video.
MINI in the US
MINI is an independent brand of the BMW Group. In the United States,
MINI USA operates as a business unit of BMW of North America, LLC,
located in Woodcliff Lake, New Jersey and includes the marketing and
sales organizations for the MINI brand. The MINI USA sales
organization is represented in the U.S. through a network of 112 MINI
passenger car dealers in 38 states. MINI USA began selling vehicles in
the U.S. in 2002 with the introduction of the MINI Cooper and MINI
Cooper S Hardtops. Since then, the MINI Brand in the U.S. has grown to
encompass a model range of six unique vehicles.
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