This comes from Ad Age and Autoweek:

As BMW of North America LLC prepares to launch the Mini convertible in the United States, the automaker must overcome several big challenges.

Demand for convertibles has declined in recent years. And BMW must avoid the trap into which marketers of other convertibles have fallen: appealing so strongly to women that male buyers shun the car.

… experts say Mini will have to market the convertible carefully.

“If men see a lot of women driving a sports car, then it can't be a sports car, and they abandon it,” says Todd Turner, president of the consultancy Car Concepts of Thousand Oaks, Calif. “It's Sexism 101. Men are particularly afraid to be associated with a chick car.”

Mini says its U.S. owner base is 62 percent male and 38 percent female.

You can read the entire Autoweek article here