An interesting article over at CNBC.com.
>The Ford Mustang, Volkswagen Beetle, heavy American iron such as the Pontiac GTO or Plymouth Fury and even the Yugo — the quintessence of Serbo-Croatian engineering — have achieved a marketer’s dream: cult status.
They actually spotlighted the MINI for this particular article, among a few other vehicles.
>The MINI Cooper is deftly marketed — and that will be evident at the auto show in Detroit — but like your funny Valentine, probably found its way into the hearts of car lovers simply because it’s endearing.
>“I think there is a very enthusiastic customer base bordering on the evangelical,†said Greg Stern, chief executive officer of Butler, Shine, Stern & Partners, the Sausalito, Calif. advertising agency that handles the MINI’s advertising. “Cult interest in a car may be fleeting, and may only last for one model.â€ÂÂ
[ On the Road to Cult Status ] CNBC.com
There certainly is something endearing about a 200+ HP on a vehicle with a curb weight of 2700lbs! – It will be very interesting to see how the ‘cult’ embraces the R56…
MINI has enjoyed a cult status since the original Issigonis Mini was introduced in 1959. The MINI is now 48 years old and in 2009 will be its 50th anniversary. Can’t wait to see what MINI has coming from under the sleeve to celebrate this iconic car.
Right Frankin. Funny how are advertising company in Sausalito does not know that.
Ok. i’m backing off, he did say MAY. And there’s no reason to think he might have been implicating MINI. After all. We already have four well loved models.
<blockquote>probably found its way into the hearts of car lovers simply because it’s endearing.</blockquote>
Nope. As good looking as the MINI is, as much charm and character as it has, it’s the driving experience that sells cars and inspires loyalty. It’s not the marketing, it’s the product.
“You can’t polish a turd.”
Nobody buys MINIs, or iPods, or Macs just because of the shnazzy marketing. That’s how they hear about them and get interested, but it always comes back to the product. The MINI’s cult status ultimately has little to do with the advertising and everything to do with a fabulous, unique little car. It’s a car that isn’t trying to be all things to all people. Or even three things to five people. It packages economy, with true sports car handling, with precise German engineering, with good-old-fashioned English sensibility, all with a unique and highly customizable aesthetic. And because the MINI has that focus, I think those who drive them can’t help but truly love their MINIs. It changes the way we look at our commute. It changes the way we road trip. It changes the way we run to the corner store. But most of all, we understand the unique and focused purpose of the car and identify with that.
As endearing as my MINI is by its own, silvery goodness, it’s the experience behind the wheel that makes me a true member of the cult of MINI. It’s really easy (and I work in Advertising mind you) to think that marketing is the key player in sales, but it’s not true. The product is the key (though the marketing helps a whole hell of a lot – ha ha!).
I think what the article fails to mention is that the Mini already had a cult following even before the BMW sourced R50 came into the scene earlier in this decade. What sealed Mini’s reputation in the minds of most auto enthusiasts, were the 3 amazing Monte Carlo Rallye victories in the 1960’s and the magic worked by John Cooper behind the scenes to make it all happen. After the Monte carlo wins, everyone from the Queen of England to the everyday Joe Six pack desired to own a Mini and was within the reach of almost anyone.
Half a century of motoring successes is nothing to sneeze at. The Japanese, in all their claims to marvelous automotive engineering and impeccable quality can’t make claims to have 50 years of a specific model that has made it into the “cult” status.
This is where VW is sooo misguided. While the VW Beetle is even older than the Mini (1937-39 vs 1959) and the car was developed under one of the saddest periods in 20th century history, the car does indeed have a cult following as well. However, VW instead of reaching out into the history of the Beetle to promote the current “New” but very stale version of the car, they have chosen to distance themselves from the old, frumpy, rear engined, RWD and aircooled econocar of decades past. Ask any classic Vdub bug enthusiast and they will tell you that VW of North America is not interested in endorsing or even addressing the community of classic Beetle owners. How sad is that. BMW definitely gets it and they have been extremely successful in re-introducing and nurturing the brand with the results seen here today.
Nathaniel, I couldn’t agree more with you. Going back to Volkswagen this is the ditch where they seem to fall down time and time again. VW believes that by snatching the original ad agency (Crispin, Porter + Bogusky) that handled the advertaising of the MINI when it was first launched almost 5 years go, that somehow the clever ads is all they need to turn around their seemingly lousy market perception that plagues VW as a brand. It takes more than funny ads to bring back customers… How about better quality, reliability, more engaging German design (Not the Toyotized VDubs we are seeing today), better resale values and uncompromising dealer service network support?
Not even the best minds at CP+B will be able to do the miracle of turning around VW’s fortunes in the United States, at least not until VW effectively addresses the other plethora of problems they are facing in this market as stated above.
You can’t polish a turd, how true.
The other day I met someone that works at Crispin, Porter + Bogusky. Their main office is located here in Miami. She drives a MINI Cooper and she tells me that “down at the tubes” people there are not that thrilled working for VW than they did back in the day for MINI. But I guess money talks at the end of the day.
<blockquote>“You can’t polish a turd.†</blockquote>
My vote for quote of the month!!
“You can’t polish a turd.†is a quote from Luke Sullivan in <em>Hey Whipple, Squeeze This</em>, a very famous guide to writing good advertising. I highly recommend it to anyone wanting to better understand good advertising and the thinking that goes into it.
And, for anyone who cares, “You can’t polish a turd” was a quote from the Steven King movie “Christine”.
Has anyone here actually sat in a new Beetle? Before we purchased our first MINI in ’03, my 6’3″ wife was interested in the seemingly generous head room of the new beetle. But the designers placed the front row seats in the middle of the car, probably taking advantage of the roof peak, leaving you with a three foot deep dash and a lot of wasted space. One of the great attributes of the old VW Beetles was their wonderful use of space, just like old & new MINIs. The new Beetle is a sad testament to style over function.
<blockquote>Cult interest in a car may be fleeting, and may only last for one model. </blockquote> .
This is what happened to Saturn – the early cars (92-95) had a cult following, but once they became just another GM division, the “cult” dissolved and sales took a dive.
I think you can polish a turd. Ipod is all marketing. Go to a store and see how many people call all MP3 players and Ipod. I don’t think MINI will ever reach that far.
<blockquote>As endearing as my MINI is by its own, silvery goodness, it’s the experience behind the wheel that makes me a true member of the cult of MINI. It’s really easy (and I work in Advertising mind you) to think that marketing is the key player in sales, but it’s not true. The product is the key (though the marketing helps a whole hell of a lot – ha ha!).</blockquote>
Gabe,
Can we just go ahead and give Mr. Salzman a lifetime MF poster award or something? At this rate he’s going to sweep post of the month in perpetuity.
…a great ending to,a great day! My favorite website,dealing with my favorite car,that was on my favorite cable network.
…not to mentioned the irony that while typing out this reply,I’m watching,”The Colbert Report”,host,Stephen interview,Cramer,from CNBC’s,”Mad Money”.
…man…you got to love it.