Back in November, we [outlined](https://www.motoringfile.com/2014/11/13/mini-usa-to-improve-service-marketing-and-dealer-profits/) MINI USA’s 2015 strategy in regards to Customer Experience and Dealer Profitability. A [report from Automotive News](http://www.autonews.com/article/20150124/RETAIL06/301249934/mini-dealers-to-keep-popular-customer-satisfaction-program-sales) indicates that MINI reiterated its commitment to dealers during the 2015 [NADA Convention](http://www.nadaconvention.org/) in San Francisco last week.
During MTTS, we heard a number of off-the-record stories about dealers going above and beyond to satisfy their customers. We actually witnessed one these efforts during the rally. As it turns out, this “program” is called Motorer Obsession. Started in the summer of 2014, the plan is to double-down on it in 2015 to exceed expectations for existing and new MINI drivers alike. In short, dealerships are distributed a budget (based on location and sales volume) that they can use at their discretion to creatively surprise customers. The scope of this program it quite extensive as it covers anything directly or indirectly related to someone’s MINI.
Sales forecast was the other topic covered during this year’s Convention. While 2014 was not MINI’s best year in the US, Chief Motorer David Duncan expects sales to rebound to 2013 levels (i.e. 66,576 cars sold) if not higher. This is in line with what [we projected in December](https://www.motoringfile.com/2015/01/05/mini-usa-sales-up-0-3-for-december-2014/) and it should reassure dealers in regards to their profitability levels.
With the F55 Clubman and the F57 Convertible coming out soon, more that half of the lineup will be renewed by year’s end. And from what we heard at NAIAS, there is no reason why 2015 shouldn’t be MINI USA’s best year yet.