Another month, another sales record for MINI. BMW Group has reported that MINI sales in August of 2013 were up by nearly 11% compared to August 2012 sales figures, a trend which likely points to the superior engineering of the MINI brand, as well as the company’s best-in-class marketing and advertising.
We spend a lot of time in this blog focused on a variety MINI’s creative marketing efforts. It’s hard to recall an automotive brand that has a better handle on their target audience than MINI. Unlike the traditional automakers, MINI has doubled-down on creative, guerilla marketing tactics that heavily utilize social media, and fun, eccentric promotions. MINIs marketing efforts would probably not generate the same type of sales growth for companies like Mercedes, Toyota or Ford, brands that are required to appeal to a large consumer base. MINI has a niche and they reach their target markets consistently and on message. The quirky brand has a quirky demographic, and they milk it for all its worth.
The proof is in the pudding - the sales numbers clearly reflect this.
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