Woofcast #601: How Does MINI Fix This?
We are back after MTTS, joined by Mr. Bridger for some lively talk about sales, marketing and all other things MINI. Todd even gives us his thoughts about MTTS2016 and we get an interview with our pals Charlie and Sean from the MotorTrend Audio Podcast!
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<p>Listened to the discussion and found it very interesting. This is a topic that I am very interested in, as how MINI deals with the issue is essential to whether MINI will retain me, and many others, as future repeat owners. One of the commentators said something I strongly agree with and that is that MINI is moving the brand away from it’s core with the poor marketing, and watering down the brand characteristics, while maintaining high cost to purchase and maintain.
What I never hear mentioned with regard to a positive MINI feature, that could bring people to the brand initially, is what they used to call “you-ification”. MINI is the only brand I know of that offers a near bespoke capability. I designed my Countryman to get the car exactly as I wanted it, down to the tire valve covers!. A lot of people mention they have switched to GTI’s or similar but you get very little in the way of configuration options from VW.
What got me to MINI, was a small, unique, sporty, Personalization/bespoke design and I believe that’s what got most of the MINI core. Emphasize those and I think you have stable sales over time. And also watch your cost!</p>
<p>Thanks for the comment and for listening!</p>
<p>I think MINI needs to realize that people in the US simply dislike the horrible reliability, dealership service experience and pricing of the latest models. If MINI had new and improved service centers, knowledgeable staff and people that seemed genuinely enthused to sell their products, they might be in a different boat. I am not happy with another aspect of MINI, that has been brought up since day 1 of the F5X models… the styling. We do not like the new look, feel or MINI experience from these latest models. They simply don’t feel special, don’t look as sharp or drive as enthusiastically as the old MINIs. Everyone talks about how MINI made these new models appeal to “more people”, but that has become opposite of the truth. LESS people are buying new MINIs. They took away so much from the brand DNA to “improve” appeal to non-MINI owners, yet their sales figures have not improved by 50% worldwide, and the US sales continue to plummet. The latest Clubman is a prime example of overpricing, under delivering and not making the car special. It looks like an ugly Mini station wagon, but costs as much as 2 R53’s did 15 years ago. The engine in the Clubman was not tweaked to offer more standard power, even though it lugs around more than 3000lbs. The F56 and F55 are too heavy for their mediocre power and the perceived and actual quality is not up to snuff with the prime competition’s quality (i.e. Golf vs. Cooper, Golf GTI vs Cooper S, Golf R vs. JCW). Shoot, you can actually even compare a fully loaded Golf R vs. a loaded MCS. BMW must stop their march towards mediocrity across all of their brands and move back towards their glory days of the E36, E46, E90, etc.</p>
<p>I was recently at my local dealer for some scheduled maintenance and while I waited, I wandered around the lot. EVERY. SINGLE. CAR. THERE. WAS. AN. AUTOMATIC.</p>
<p>Any pretensions that MINI wants to have about being a driver’s car go right out the window when all you’re selling is slush boxes. All you’re offering at that point is an overpriced commuter fashion accessory with dodgy build quality.</p>
<p>Thanks AMS! I’ve seen the same thing at the AZ dealers. That and no HK are serious failings in my book.</p>
<p>Agree with AMS’s observation, I have seen it too. MINI should be marketing stronger as a driver’s car. Part of the pitch is that EVERY MINI model is available with a manual transmission. No other volume automaker can say that. I know in the US that is not a way to broaden sales but it is a strong way to strengthen brand definition.
For the most part MINI is a near boutique car in the US market. Selling 50-60,000 units a year is a good showing for a near boutique car. BMW’s drive to keep boosting sales is counter to that. The idea that you can sell 150,000 MINI’s a year in the US is an oxymoron–unless what you call a MINI is no longer a MINI–and if that’s the plan you will see sales plummet even more IMO</p>