MINI: We Offer More Than Just One Model

When a company becomes famous because one of its products, it can be a double-edged sword. MINI is facing that problem these days, as they are making an effort to improve the brand awareness around the world.

As David Duncan, the VP of MINI in the Americas said at the recent Las Vegas NADA convention, the company is trying to raise the awareness of the other models they are making. Seems like many people think that MINI Cooper (hardtop) is the only model they offer while they have a variety of models available for different customers with different needs.

Duncan stated for Automotive News: “For so long, people were just saying, “Oh, it’s the MINI Cooper. I know what that car is”. We really are more than that one car. We have a two-door. We have a four-door. We have a larger four-door. We have an all-wheel-drive model.”

How about you? Did you know about Countryman, Paceman, and Clubman? Even though there has been a lot of talk about the majority of people not even knowing that MINI offers all these models, many of the customers are well-aware of the choices they have. Besides picking the model that serves their needs best, they often opt for custom options instead of going for pre-configured models, and MINI is very happy about it.