There's a fascinating article in today's New York Times about comparing the MINI and the Hummer. Here's some excerpts:

Whether driving too fast or bouldering on mountains, owners of Minis and Hummers say their cars are social magnets. Drive them in town and strangers give thumbs up (or down), gawk and ask questions. The attention suits the owners of these cars; after all, they bought them for their distinctive qualities.

Trend analysts say that although both groups want to stand out, they differ on where and how. Owners see their cars as “social filters,” said Irma Zandl, the president of the Zandl Group, a research company in Manhattan. “Hummer 2 owners project `Bling!' while Mini drivers are more quirky, cerebral and antimarketing.”

Both cars reflect a certain status, said David Kozatch, the owner of d.i.g., a marketing research firm in Manhattan. “The Hummer is about separating yourself from society,” he said. “It's the ultimate extension of fear with an overlay of status. Mini is the opposite. It's status, but it's social and sharing.”

Not surprisingly, both cars have vehement, sometimes violent, detractors. Marc Ferguson, 37, of Lafayette, Colo., races his Mini Cooper S part time and operates Mini cooperonline.com, a Web site for Mini enthusiasts. Mr. Ferguson said that “trolls” on his site bash the Mini. “It inflames people,” he said. One e-mail message from a man planning to buy a Hummer called the Mini a “Death Trap Gadget!”

In the world of niche marketing, where these two cars reside, vehemence is not necessarily bad, said Scot Eisenfelder, a partner at Accenture, a global automotive consulting firm.

“You've got to give both credit,” Mr. Eisenfelder said. “Successful brands have to choose what they are not. Hate isn't the opposite of love, apathy is – and they are not apathetic.”

You can read the entire article here (free NYT registration required)