MINI has employed a full-court press in the marketing efforts for the new MINI Roadster, a sleek, open-top, two seater geared toward thrill seeking MINI enthusiasts.
“Another Day, Another Adventure” is the Roadster’s newly branded slogan, inciting consumers to live daringly; a theme that has been consistent throughout the majority of MINI advertising campaigns to date. MINI seems to miss the irony in the title of the adventure campaign, as the purchase of an inherently impractical weekend driver is an adventure unto itself, especially in a struggling economy. Plainly speaking, convertibles appeal to a smaller segment of the market and sell fewer units. MINI now has two.
Sales figures for the current MINI Convertible dipped 25% between 2010 and 2011, a sobering statistic following initial sales success. The Roadster may be just what MINI needs to revitalize enthusiasm in the convertible market. Problem is, the existing MINI Convertible isn’t going anywhere, at least not for another three years. This means the Convertible and Roadster will be competing with one another, cannibalizing sales.
Make no mistake, the Roadster and the Convertible have their differences. The Roadster (like the Coupe) features a styling that is more athletic and aerodynamic than the Convertible. The Roadster also features an easy-to-use manual soft top roof and holds two passengers compared to four in the convertible. MINI has been quick to point out the numerous differences between the two.
Color us skeptical.
SIGN UP for the Latest Deals on MINI Parts & MINI News!
Please wait while we calculate your shipping cost.....