MINI Marketing Team Didn't Rely on Tradional National TV Ad Campaigns to Make MINI's Mark
During a meeting of the Automotive Press Association in Detroit recently Jack Pitney, General Manager for MINI USA, commented on the tremendous success that the MINI brand has had, and is continuing to experience in the North American market.
| |
| The MINI Cooper S makes race heros out of regular Joes, wich is part of its appeal. (Photo: Trevor Hofmann, Canadian Auto Press) |
Pitney reported that after only one year of the feisty four-wheeler's introduction sales have exceeded expectations by 50%, and it only took 18 months for brand awareness to quadruple.
Initially it was only anticipated that MINI would sell 20,000 units in the year of its release, March 2002. Nevertheless, by the end of March 2003 sales escalated to over 30,000 units.
| |
| It's interior is stylish and well made with more available features than some luxury cars. (Photo: Trevor Hofmann, Canadian Auto Press) |
MINI brand awareness was a mere 12% in the fall of 2001 but after the market was hit with the tiny two-door, brand awareness escalated to 53% by December 2002. This statistic is particularly impressive since no national television campaign was ever administered; often felt as an essential element of a new automotive launch.
Pitney remarked that, "Our brand awareness continues to grow steadily despite being barely unknown less than two years ago. The U.S. is now MINI's largest market outside of the UK where it has enjoyed icon status for over 40 years."