2014-07-29 08.31.04

While the US is MINI’s largest market, I often wonder if the Woodcliff Lake outpost has much weight in MINI’s strategic decision process. Based on a recent post from [Automotive News](http://www.autonews.com/article/20141110/OEM02/311109964/duncan-aims-to-improve-service-ads-dealer-profits), this however doesn’t prevent MINI USA’s VP David Duncan from wanting to revamp key operational areas in the near future. Read on to learn more about MINI USA’s plans.

The Chief Motorer for the Americas is a long-time BMW employee and has had many roles at MINI USA in the past, including: Dealer Network Development, Product Strategy, Sales & After-Sales. Within the coming months, his goal is to focus on the following key operational areas:

– Customer Experience
– Dealer Profitability
– Regional Marketing
– Used and Certified Sales

If you’re an avid [White Roof Radio](https://itunes.apple.com/us/podcast/whiteroofradio.com-mini-cooper/id77840861?mt=2) listeners, you’ve already heard about MINI USA’s strong push to increase the Customer Experience, especially in the after-sales area. In effect, dealers have received discretionary budgets on top of what is allocated to fix cars and to make sure MINI customers remains happy customers. While we can’t share specific examples, some of those perks are truly exceptional.

The other three programs are scheduled to launch in January 2015. The intent is to offer dealers better margins on more expensive models, to roll-out regional marketing programs and to adjust the scope of used and certified sales.

Although it is difficult to say how the last three programs will benefit current and prospective MINI owners, the renewed focus on Customer Experience is welcome. I’ve complained many times in the past regarding MINI Service. Part of it is because some dealers favor financial gain over customer experience and part of it is because it remains difficult to find people (i.e. employees) that share MINI USA’s core values.

If you have any Customer Experience stories that you’d like to share, head over to the comment section.