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MINI Sales Top 10,000 Landmark - 08/07/2002
More MINIs Sold In 24 Weeks Than In Eight Years First Time Around
WOODCLIFF LAKE, NEW JERSEY, August 7, 2002 (BMW of North America, Inc.) - MINI USA has announced that sales have passed the 10,000 mark in the 24 weeks since the brand's relaunch on March 22. Breaking the five digit sales barrier is particularly significant for MINI as some 10,000 Minis were sold in the brand's first foray into the United States, from 1960 to 1967. Reaching this milestone means that more MINIs have been retailed in five months in 2002 than in eight years in the 1960s.
MINI's sales success to date is particularly noteworthy, as in 2002 the company not only introduced two new models, but also relaunched a brand and at the same time created a new automotive sector: the premium, small car.
MINI's reintroduction began from a zero base. Even with a loyal cult following for the 1960s version, the legendary brand had become virtually unknown in the United States. However in 2000, parent company BMW of North America decided that the time was right for what would be the shortest car on American roads. MINI USA emerged and a two year pre-publicity campaign of media and consumer relations followed. MINI products were shown to the press at private events, seen atop mammoth SUVs in major cities, given grandstand seats at football games and finally put on sale with a spectacular stunt driving display at the New York Auto show in March 2002.
Almost 40 years on, MINI has again found itself with a cult following and there are fan-based internet chatrooms that follow the brand's every movement. On launch day, many MINI dealers opened their doors to cheering crowds, some of whom even camped out to be the first to put down a deposit. However, the modern MINI, with its unique combination of personality, design, heritage, engineering and driving exhilaration appeals to a wider American audience than its predecessor. The latest sales figures also suggest that the automotive marketplace has undergone a significant shift since the 1960s. Changing demographics, societal attitudes, and increased personal incomes have altered the buying landscape and this change has no doubt contributed to MINI's contemporary success.
Now, with the historic 10,000 mark reached, MINI is firmly established as the definitive small, premium fun car in the United States. Jack Pitney, general manager of MINI USA is delighted: 'We are thrilled to have surpassed the brand's previous sales total. We at MINI have worked very hard to reestablish the brand and these sales numbers bear out our belief that even with SUV sales at an all-time high, America is ready for the right kind of small car - one that is clever, agile and well engineered."
Prices for MINI products begin at $16,850 (including delivery charges) for the 2002 MINI Cooper.
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