Official Release: MINI is proud to accept the Polk Automotive Loyalty Award for highest loyalty in the compact car segment. The 2009 MINI Cooper was named as the winner at Tuesday night’s ceremony held at the Automotive News World Congress during the North American International Auto Show in Detroit.
“Our existing customers are a top priority for this company, and owner loyalty has been fundamental to MINI’s success here in the U.S.,†said Jim McDowell, Vice President of MINI USA. “We are very pleased to accept the Polk Automotive Loyalty Award, and are grateful to our customers for their enthusiasm and commitment to the MINI brand. Our goal for the coming years will be to steadily increase owner loyalty rates by continuing to ensure a high-quality motoring experience.â€
2009 is the first model year a MINI brand vehicle has earned the prestigious award. According to R. L. Polk & Co., the 2009 MINI Cooper achieved a loyalty rate of nearly 29 percent.
“We congratulate MINI on winning its first Polk Automotive Loyalty Award,†said Stephen Polk, chairman, president and CEO of Polk. “The MINI Cooper’s award in the compact car segment demonstrates the MINI brand’s commitment to creating and maintaining loyal customers.”
<p>And with good cause!</p>
<p>It’s hard to stay loyal without a 5 passenger Countryman. Not until I can afford a third “fun” car will I be able to buy another MINI. And that will be in another 10-15 years. At least they’ll keep me in the BMW Group fold though… still would prefer a Countryman.</p>
<p>I suspect that if MINI was a bit more willing to open up and accommodate their customer base with things like “goodwill” maintenance and even warranty extensions for widely socialized design issues when those items fail (e.g., CVTs, Midlands, EPHP pumps, etc.) they would positively kill the competition in the loyalty category. I wish there was just a bit more corporate commitment to returning some of that loyalty they receive from their faithful stable of 1st Gen customers.</p>