Just How Fun Can a Car Get?
It's hard to believe that it was only two years ago that the MINI brand was introduced to North America. Before its launch in
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| The new MINI Cooper convertible is just the latest model in the small brand's impressive lineup. (Photo: Alexandra Straub, Canadian Auto Press) |
2002, MINI brand awareness was at a mere 2 percent. Now, with its dashing good looks, daring personality, go-kart handling and mirth provoking add campaigns, brand awareness has escalated to between 50 and 80 percent. And all within the two years of its introduction, MINI has launched multiple products including the Cooper and Cooper S (both in 2002), the John Cooper Works Tuning Kit (2003), which increases the Cooper S' horsepower from 163 to 200 and is backed up by a the same new car warranty, the
Cooper Classic (2004), a more affordable version of the ever-so-popular pint size premium car, and now the Cooper and
Cooper S convertible models (2005). The lineup just keeps getting broader and better.
Not only have the British bulldog inspired Coopers marked their territory in the hearts of auto enthusiasts, their aggressive
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| The new 2005 MINI Cooper and Cooper S convertibles are sure to be instant hits. (Photo: Alexandra Straub, Canadian Auto Press) |
bite has earned them a top spot on the J.D. Power & Associates survey for Appeal. With all that said, the new 2005 MINI Cooper and Cooper S convertibles are sure to be instant hits the moment they start arriving in dealerships across the nation, especially considering that only the
Chrysler PT Cruiser Convertible,
Volkswagen New Beetle Cabrio and less functional Miata directly target MINI's entry level, premium compact convertible market. A recent trip to none other than "MINI"apolis, Minnesota to test out the up-and-coming convertibles reactivated my enthusiasm for the brand, and confirmed my high expectations of the models' cheeky performance and cheery personality.
