The marketing message of MINI was a major topic at this year’s make meeting at the NADA convention. Vice President of MINI of the Americas, David Duncan, says that increasing brand awareness through TV advertising was key with this year’s Superbowl commercial. He also emphasizes that the brand stands for more than just one vehicle and the brand wants the general public to know that with future advertising.
Models such as the 2016 MINI Cooper Clubman are a great option for various types of drivers and have surpassed sales performance over any other model in the first quarter of 2016. The MINI brand is about customization, which makes it unique and limited. Sales have passed over the stock for this compact car model causing orders to be stalled. This model has led the brand into the compact car segment.
“We see that as a fast-growing segment, so having an entry in there gives us that opportunity,” he said. “And then when you look at the car itself, it’s got a premium-ness about it that really takes us to the next level and allows us to compete against brands that we weren’t typically competing against.”
The brand hopes to push the message that the MINI is premium– meaning that their vehicles may be compact, but they have a luxury feel. The new Cooper convertible and Countryman model will launch later 2016. It’s obvious that drivers are responding well, the MINI Clubman saw a steep increase in sales in March alone.
Overall the MINI brand has lots to be excited about in 2016 and with steady sales of the MINI Clubman, it’s no telling what sales numbers will look like in the second quarter of the year. To peruse through a large selection of MINI vehicles, visit Orlando MINI.
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