Evolving Mini takes aim at high-end brands - Automotive News
-- Mini is changing its marketing and will pitch to the "executive personality" as products move upmarket, its North American chief says. "We have to evolve and see something new," which will include lighter colors and a different tone when the redesigned Clubman goes on sale in early January, said David Duncan, vice president of Mini of the Americas. Mini launched U. S. sales in 2002 after BMW AG's purchase of the British minicar brand. Mini was positioned as a sporty, small-car brand with an irreverent attitude and quirky features -- such as door and window locks in the center console and a big speedometer in the center dashboard instead of behind the steering wheel. Mini was dinged repeatedly for some of those features and responded, Duncan said. With the redesign of the Cooper Hardtop and the launch of the Hardtop 4 Door, Mini moved the door/window controls to the windows, the speedometer to the left and the seat recliner from the front of the seat to the side. The redesigned Clubman wagon due in January will go even further, with an exclusive interior and more premium features. With a 12-inch increase in length, the Clubman will be Mini's first compact and compete with vehicles such as the Volkswagen Golf -- and even the Mercedes-Benz CLA and Audi A3, Duncan said. "You will see it in a more natural environment and see daytime ads. Mini will emphasize premium touches and craftsmanship but will not entirely abandon fanciful. Source: www.autonews.com
