Business Week Interviews Jim McDowell

Sections: In the Press Jun 22nd, 2006 12 Comments

Business Week has a fantastic interview with MINI USA VP Jim McDowell that touches on everything from advertising, owners and the new MINI uniforms. Definitely a must read for the MINI enthusiast. Here’s an excerpt:

MB: Mini customers seem to have developed a passion for their cars. How do you explain this rather unique product attribute?

JMcD: People make these very individual choices at the beginning of their ownership experience. Then, they hear about something new or different, find it on the web or while chatting with other Mini owners to expand their experience and ownership.

MB: ThatÃ¢â‚¬â„¢s unusual in the car business, right?

JMcD: The only thing I can liken it to is the people who are highly involved with their computersÃ¢â‚¬Â¦ particularly true with Apple computers. Every year, they put in the new operating system, buy more memory, they get a fun new mouse, they change something on the keyboard Ã¢â‚¬Â¦ it doesnÃ¢â‚¬â„¢t seem like theyÃ¢â‚¬â„¢re ever done.

MB: So, your buyers arenÃ¢â‚¬â„¢t complacent with the status quo are they?

JMcD: You would think people would buy something and say, Ã¢â‚¬Å“ThatÃ¢â‚¬â„¢s it Ã¢â‚¬Â¦ IÃ¢â‚¬â„¢m gonna use it for three years and not change it anymore.Ã¢â‚¬Â ThatÃ¢â‚¬â„¢s not the way a Mini motorist thinks. They want to constantly make this great car that much better.

You can read the entire interview below:

[ Mini's Major ] Business Week

Written By: MF Staff

12 Comments

Jon Jun 22nd, 2006 Link

This link gets you right to the article:

http://www.businessweek.com/autos/content/jun2006/bw20060622_268203.htm?chan=autos_autos+index+page_news

Jon Jun 22nd, 2006 Link

The link won’t work if you just click it.

Silly Business Week web site. Sorry Gabe, I should’ve trusted that you’d give us the link, IF YOU COULD.

So to get to it, go to the AUTOS section of the Business week home page. Scroll down to the article called, “Mini’s Major”.

Gabe Jun 22nd, 2006 Link

Link is fixed. Thanks for trying Jon :-)

kelly Jun 22nd, 2006 Link

“Carlos Ghosn has said the automobile industry has to instill more passion for their cars”

The first thing i thought of was the Tifosi. What other product is there that people worship but cannot own?

Greg W Jun 22nd, 2006 Link

Is Jim wearing the new uniform in the photo? If so would it be possible to purchase the garment? The MINI motoring gear is cool, but what is needed is a shirt like this to wear while you are working on your car – similar to a racing team shirt. Some of us don’t fit into the MINI gear demographics of tight t-shirts and bare midrifts. So how about it Gabe – will MF introduce a garment?

FH Jun 22nd, 2006 Link

A MINI jumpsuit would be pretty rocking, if they offered it.

Gabe Jun 22nd, 2006 Link

So how about it Gabe – will MF introduce a garment?

The Official MotoringFile Store link is just to the right of this page —>

The MINI motoring gear is cool, but what is needed is a shirt like this to wear while you are working on your car – similar to a racing team shirt.

MINI does make a mechanic style button down that may do the trick.

Jakopz Jun 22nd, 2006 Link

I like the parallel Jim drew on Mac users. I bet Mini owners have a much higher rate of Mac ownershipÃ¢â‚¬Â¦

O(=^=)O Capn Jun 22nd, 2006 Link

Did anyone else notice to the right, third one down, the story titled “Minting Women Millionaires: The Winners” an interesting background prop?

O(=^=)O Capn Jun 22nd, 2006 Link

That is, on the old link before the link was fixed.

Vanwall Jun 22nd, 2006 Link

The MINI and Mini experience here in the States has always been a somewhat closed society, in that here, in the USA, there were never really enough of them to become “just a car”, and individuality was a badge worn right up front, almost as a challenge to the masses of drivers who weren’t clued in to the Mini/MINI appeal. I can’t really remember ever seeing any two of ‘em alike, even now, and most owners seem to put their own stamp on ‘em pretty quick, and then keep on tweaking and fiddling with ‘em.

This is one aspect that MINI has continued to nurture, and even MINI owners who aren’t overt enthusiasts, who don’t visit the various websites, who don’t go on club runs or events – they often have personalized plates, aftermarket wheels, or other add-ons that individualize their MINI; they’re wearing that badge right out front are just as much any of us. I waited many, many years for their return, and MINI has succeeded beyond my wildest dreams, and no doubt theirs, as well. They have kept the faith with those of us from before, and also all of us now, and made it easier than any other car to personalize.

Make no mistake – you buy a MINI because it’s not like the others, and it practically shouts that out just by its signature look, so every thing added isn’t just extra evidence of each owner’s joy of motoring – it’s also there to show off themselves, in how they mod their MINI, however much bling or subtlety is used, and tell other non-MINI owners that “Hey, you just don’t get it, fools!”. ;-) And the amazing part of the equation is it’s affordable!

As a niche car, it will always be fairly rare, and therefore, not likely to ever be “just a car”, and I’m pretty damn glad about that. I would hate to see a bunch of soulless, clueless owners just tiddling around town in identical MINIs, never making a bold statement that made ‘em any different from all the other blah brands out there. I’ve other cars that are just as overtly different as my MINI,(or more so!), but Brooksie is so damn much fun to drive, I don’t think they’ll ever eclipse her as the most personal transportation generally available on this planet.

                 BCNU,
              Rob in Dago

Daniel Jun 24th, 2006 Link

Nice puff piece by a business walla. No mention of the year long waiting list and all the people like me who have jumped ship to the new GTI because this fantastic organisation can’t build enough cars.

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