Matt Davis from Autoweek recaps his MINI United experience and realizes that MINI’s marketing is (gasp) good. Here’s an excerpt:

>Perhaps no other make has done so brilliant a job at locating its public as the new Mini. Recently, in Misano, Italy, the faithful arrived from around the world for Mini United. Attitude, baby, it was all about attitude. And it was scarily religious.

>When we arrived at the Santa Monica track we were amazed to see what seemed like 2000 Minis—mostly new ones—and reportedly 6000 people crowding the track’s parking area. From the grandstands, the parking lot looked like the holding area for Minis fresh off the line.

>Mini United participants had hair mousse thick as thieves, wraparound sunshades straight off an Ibiza dance floor, and low-riding pants held up by Joan Jett-style silver-studded belts from the 1970s. There were lots of smokers. Like we said, attitude, baby.

You can check out the entire article below:

[ Got Demographic? Mini fans old and new meet for Mini United ] Autoweek