The Mini Cooper has had a bad year with global sales dropping 4.2% in 2018 from the prior year. In the U.S. where the small car is a niche product, the deficits are even larger with a 7.3% year-over-year drop in sales.
The Mini hatchback has inspired a cult-like following in the U.S. and elsewhere, even as sales falter.The company sees its community as part of the way forward as it approaches its 60th birthday.
BMW's British featherweight hatchback, approaching its 60th birthday, is facing a midlife crisis and struggling sales in the U.S. In its heyday, the Mini was featured racing through markets and subway tunnels in the 2003 remake of "The Italian Job." It leaped off rally car ramps in Monaco and broke world records, squeezing into the tightest spaces imaginable.
The greatest selling point for the cars though tend to be their drivers. Mini boasts a community with an almost cult like following. The company even lists "The Best Owners Ever" as one the top reasons for buying a Mini on its website. There are 73 Mini Cooper owners' clubs in the U.S. alone, with international clubs everywhere from Ukraine to Sri Lanka.
"We're not like a Corvette club where we just shine our cars and sit in a parking lot drinking coffee – we rally – at a minimum we'll have 20 to 25 cars at a rally," said Joseph Montante, the deputy Prime MINIster of PhillyMini, a Mini Club in Philadelphia. "It puts a smile on your face and it comes with friends," said Nelson. "I have friends in Belgium, South America, and Greece because of Mini. We've had people from the U.K. and New Zealand come and stay at our house."That's what makes it even more surprising when both Nelson and Marsh say they won't buy another one.
The numbers further illustrate that uphill battle. In a recent Kelley Blue Book brand watch Mini scored poorly with 17 out of 18 in reliability, 16 out of 18 in safety and 18 out of 18 in affordability. Its best showing was in prestige and sophistication where it placed 10th. "Its not truly a clean sheet of paper. They truly have to maneuver around a lot of elements, whether it's safety regulations or drag coefficients," said McKenna.
Upon first look, Mini customers seem to agree with him: "I think it's cool as hell!" said Michael. "I want to see what the range looks like but maybe I'll hold out for that."The way the car looks is especially important when you're charging more for it, and the Mini has always been a little bit pricier than the rivals it does battle with. Similarly, optioned competitors like the Mazda 3 and Volkswagen Golf sell for thousands less than the Mini.
Brasil Últimas Notícias, Brasil Manchetes
Similar News:Você também pode ler notícias semelhantes a esta que coletamos de outras fontes de notícias.
Meet the mini fashionista who is taking the social media world by stormThis is Ainni, the young mini fashionista who is taking the social media world by storm. The adorable Korean model has a strong following, including a few celebrities!
Consulte Mais informação »
Kendall Jenner Partied in a $40 Glitzy Orange Mini Dress and Sneakers in MykonosAn affordable look during her crazy rich vacation.
Consulte Mais informação »
Tyra Banks Offers Mini Rihanna Lookalike an Audition in New ProjectET sat down with the supermodel and entrepreneur, who also announced her new modeling venture.
Consulte Mais informação »
This Girl Looks So Much Like a Mini Rihanna That Even Rihanna Herself Is ShookEven Rihanna Is Shook by How Much This Little Girl Looks Like Her
Consulte Mais informação »
Jason Momoa and His Son Nakoa-Wolf Share a Striking Resemblance in This PhotoJason Momoa's Son Nakoa-Wolf Is His Dad's Mini Me in This Instagram Photo
Consulte Mais informação »