In our on going “Cabrio in Detail Series” today we'll touch on the the car's intended market. Many of us with the exsisting fixed roof MINIs have initially looked at the Cabrio with
some skepticism. And while much of this mindset has faded after the initial photos were released there are still many current owners who simply don't understand why MINI has chosen
to release a convertible and what ptoential market their going after.

MINI has responded to these questions in it's latest PR release with a better definition of what market it's hoping to capture with the car:

MINI is clearly appealing to a target group the brand has not
been able to reach so far: So the Convertible now enables MINI to reach customers who regard
open-air motoring as part of their lifestyle they do not wish to forego under any circumstances
whatsoever.

The market segment which the MINI Convertible is now entering has shown substantial growth in
recent years, sales in the compact convertible segment more than tripling worldwide within the
last four years alone. And with the MINI Convertible also entering the segment of compact
roadsters in the broader sense of the word, this new premium model full of substance and emotion
embraces both parts of the market efficiently and with all the prospects crucial to success.

The MINI Convertible clearly proves that from now on premium is no longer a question of size in the
convertible and roadster segment. And it achieves this goal by combining powerful emotion borne
out by that typical BMW design and open-air driving pleasure with equally powerful and functional
product substance. The clever overall concept of the car is unique, convincingly proving MINI’s
premium standard in this particular segment of the market.

Introducing the Convertible, MINI is reaching a target group new to the brand: the convertible
and roadster driver in modern, open-minded social classes. Individualists of this calibre do not
go by the size of the car in
choosing their vehicle, but rather focus on substance and specific, individual values. Optimum
utilisation of space available with four-full-size seats as well as good access to the very useful
and highly practical luggage compartment make the MINI Convertible a very practical everyday
proposition for such discerning motorists, giving the car all the qualities of the first vehicle
in a family.

Enlarging the model range by the MINI Convertible, MINI will be further expanding its
market position worldwide. And with Great Britain, the USA and Germany being MINI’s largest sales
markets as well as the most significant markets for open-air cars, the brand’s starting point is
very good indeed.