BMW Marketing Takes Cues from MINI

Sections: MINI Competitors | Sales Jan 21st, 2008 15 Comments

With BMW preparing for the 1 Series launch in the US late March, they’re turning to MINI for marketing ideas.

BMW IS REACHING INTO SIBLING Mini’s bag of marketing tricks for this year’s launch of a new series in the U.S. The company’s new smallest car, the 1-Series–which goes on sale in March–will enter U.S. dealerships as a coupe and cabriolet, starting in the high $20,000 range.

Aiming for the younger crowd, most of the advertising, to start, will be print and web based. Taking cues from MINI advertising, it will be slightly off-kilter and unique.

It’s actually no accident that Pitney is overseeing the car’s launch. He says he and Jim McDowell, former BMW vice president/marketing changed places because the company wanted to carry some of the youth-informed sparkle from Mini to Bimmer. And some of the more established marketing knowledge to Mini.

And, finally, how cool would this have been for you early adopters out there?

“The last thing we are doing is–when you buy things that are collectibles you often get a certificate of authenticity, so BMW is creating a certificate of authenticity for first-year buyers, embossed with a stamp from the factory noting it’s the first-year production from Leipzig. Each one is specific to the vehicle built in the factory in that moment,” says Pitney.

[ BMW Looks To Mini As It Launches New Series In U.S. ] MediaPost Publications

Written By: DB

15 Comments

Timmee Jan 21st, 2008 Link

The printed promotional material I have received looks a lot like MINI stuff in terms of design, layout, attitude & copy.

indimini Jan 21st, 2008 Link

While not a certificate from the factory, I did get a tee-shirt from my dealer in 2002 with a picture of an odometer showing that we were the 89th MINI they had delivered. It was a great conversation starter (well, it and the car.)

c4 Jan 21st, 2008 Link

It is evident that BMW wants to attract current and former MINI owners into the 1-series fold.

It remains to be seen how the coming of the 1-series will affect MINI’s bottom line.

Keep in mind that many current and former R53 MINI owners are not necessarily seduced by the R56. This new offering seems to be the “next logical” step.

c4 Jan 21st, 2008 Link

Why am I back in the moderation queue???

Kennedy Jan 21st, 2008 Link

I’m not sure I interpret this to mean that they’re explicitly using this to entice current MINI owners to make the leap to BMW as much as they’re making a strong marketing campain for a car that they want to be successful like the MINI.

The MINI’s marketing worked well so why not repeat what’s successful? This is especially important to sell small premium cars in the US. I don’t doubt that the 1-series will take some sales away from MINI, but I also wonder how many people will go to see it, and find it not as much in their price range as the MINI (conveniently sold next door).

Having said that, it’s too bad the one I want runs upwards of $40k, because I do think it’s one helluva looker and in contrast to the E90, the size seems just right to me.

SB Jan 21st, 2008 Link

That’s cool.

Since my wife and I were off work today we headed to the local BMW dealer for information on arrival of their first and ordering information. They have two coming in, a 135 coupe and a 128 convertible, late February or early March. This puts the time line of ordering one, if my wife chooses to do so after reviewing one in person, in perfect sync to dump the leased VW, POS as she puts it. She’s still dead set on a 128 though. Hey, it still has enough power to play on occasion. :)

SB Jan 21st, 2008 Link

I forgot to mention. My wife set up an account with BMWUSA and when asked for vehicles in household. We could not find MINI to be listed. LOL

KK Jan 21st, 2008 Link

I’ve already ordered an Alpine White 135i which is due sometime in March. I’ll be trading in the new R56 I have with less than 5K miles.

I’d say BMW’s marketing has already worked on me.

dave Jan 21st, 2008 Link

i love the 1 series. i wish it were a bit cheaper but the 135i is basically an older skool bargain m3. i’m always a sucker of certificates but this year 1 certificate sounds a bit dumb. i’m still a sucker for it anyway

Gabe Jan 21st, 2008 Link

Iâ€™ve already ordered an Alpine White 135i which is due sometime in March.

Send pictures.

c4 Jan 21st, 2008 Link

Gabe, the 1-series has your name written all over it. I sooo see you behind the wheel of a 135i in less than 6 months time.

nuvolari Jan 21st, 2008 Link

The question is, how much gear can it hold?

Rossii Jan 21st, 2008 Link

Yup worked for me too. Will be doing Euro Delivery for my 135, after owning an 03,05 and 06 MCS its time to move on.

Edge Jan 21st, 2008 Link

As cool as the 1-series is (particularly the 135i), I’ll be most curious to see if BMW ultimately releases an M1 here in the USA. :)

Gabe Jan 21st, 2008 Link

As cool as the 1-series is (particularly the 135i), Iâ€™ll be most curious to see if BMW ultimately releases an M1 here in the USA. :)

While I’d love to see it, I don’t believe BMW will release a proper “M” version of the 1 Series. The 135i already has the “M” suspension and an “M” bodykit. Oh and 300 freaking horsepower. I feel like BMW wanted to release what everyone has been wanting from day one and let the sales and good press just roll-in – hence the 135i has about everything you could want.

That said I can totally see a tii version with some added lightness and trinkets.

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