MINI USA Celebrates 10 Years Of Success

MINI | March 22nd, 2012 by 11
Mini-2012-Model-Lineup

Since its 2002 introduction, MINI USA has proven that there is a place for premium small cars in the American car market; and on the …

Since its 2002 introduction, MINI USA has proven that there is a place for premium small cars in the American car market; and on the 10th anniversary of the brand’s launch, its leaders can confidently say that MINI has successfully established itself as the leader in this growing segment.

Over the last decade, MINI has grown its vehicle portfolio from the single Hardtop body style that it launched with in 2002, to include six unique models today; it has expanded its dealer network by two-thirds; and has cultivated a loyal owner community, the likes of which few brands have the honor to call upon as their own.

“MINI launched in the U.S. during the time when gas was cheap and large trucks and SUVs ruled the road,” said Jim McDowell, Vice President MINI USA. “Many thought the brand would be a one-hit wonder, and we are extremely proud that we were able to surprise some the toughest critics, and at times, even ourselves.”

MINI USA Celebrates 10 Years Of Success

MINI challenged the notion of small meaning “cheap” by delivering a premium vehicle experience in a small package with inspired design. The brand also demonstrated to many motorists that MINI can meet their everyday driving needs. The sales success first peaked when fuel prices spiked in 2008; but another best-year sales record was set in 2011 when fuel prices were more stable, indicating that the brand had successfully come into its own and that motorists’ positive perception and acceptance of premium small cars was growing. Today, one in every five BMW Group vehicles sold in the U.S. has a MINI badge on it, making it a significant contributor to the company’s overall success.

The brand has grown to include six models, Hardtop, Convertible, Clubman, Countryman, Coupe and Roadster, each of which complements the others as part of the lineup. Each vehicle in the portfolio has been developed to have a distinct personality while still delivering on the brand’s longstanding promises regarding sporty performance, striking design, overall efficiency and value.

MINI USA’s dealer network has grown from 66 dealers in 2002 to 112 dealers today, and up to 125 outlets are expected to be open within two years.

MINI USA Celebrates 10 Years Of Success

While all MINI dealers have dedicated showroom space, approximately 60 percent of the existing MINI showrooms are stand-alone facilities. All new facilities moving forward will also be free-standing, and as a direct result of the brand’s success, many dealers are investing to upgrade or move those that are not. By the end of 2014, MINI USA expects that 90 percent of its facilities in the U.S. will be exclusive operations.

MINI USA launched the first vehicle for the U.S. market in the San Francisco Bay Area 10 years ago, and today the brand commemorates its 10-year milestone at MINI of Marin, the newest dealership facility to open, which is operated by Penske Automotive Group – a longstanding partner in MINI USA’s success.

  • http://www.nathanielsalzman.com/ Nathaniel Salzman

    “…one in every five BMW Group vehicles sold in the U.S. has a MINI badge on it”

    C’mon Horatiu, if you’re going to steal, at least re-write my sentences a little more thoroughly. 

    “…one in every five BMW Group vehicles sold in the US has the MINI wings on its bonnet”

    • http://www.bmwblog.com Horatiu B.

      Steal? Nathaniel, it’s a press release we received from mini just like you. Under embargo. Next time you wanna take a stab at us, email me directly. Ask your boss Gabe for my email.

      Thanks.

      • http://www.nathanielsalzman.com/ Nathaniel Salzman

        Let me clarify. I’m talking about the style and the structure of certain parts of your your piece, such as the sentence I pointed out. While what I wrote contained some key facts and quotes from the press release, it was otherwise something entirely of my own writing, which is why I left a comment. If you feel that I am in error, you are welcome to disagree. 

        • http://www.bmwblog.com Horatiu B.

          This is a press release. No idea how much I can explain this. Give me an hour and I’ll email you the PDF. seriously, you’re making it worse.

          • http://www.nathanielsalzman.com/ Nathaniel Salzman

            Horatiu, I owe you an apology. I skimmed what was posted here, made some very big, very wrong assumptions and am completely out of line. Please accept my sincere apologies. 

          • http://www.bmwblog.com Horatiu B.

            Thanks Nathaniel. Let’s forget about it and keep on doing what we do best: provide value to the BMW and MINI community.

    • MichaelRoberts

      Did you just get owned?

      Wow. Never knew BMW and mini sites or forums hate each other so much. Every week I see an attack on Horatio and his site and it blows my mind. These dudes do some amazing work and all these jabs are low.

      No idea who you are but I just googled the sentence and saw motoring file.

      All you guys need to get along.

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  • Johnparke

    i am very glad to see mini is doing so well, and I hope it continues to do so. But i am curious what they will do next, because the retroness will eventually loose its charm

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