MINI Takes Detroit

The MINI was a big hit in Detroit at the 2008 North American International Auto Show. We’ve gotten hold of the speech given there by Stefan Krause, Board Member of BMW AG, and he had some very positive things to say:

“Last year we sold more than 222,000 MINIs around the world. That's 18.5 percent more than the year before - a new "all-time-high" for the MINI brand. That is the most MINIs we have ever delivered!”

“Here in the U.S. we have also continued MINI's success story over the past year.  More than 42,000 North American MINI fans bought a new MINI in 2007 - more than ever before and at the same time seven percent higher than the previous year. Since 2001 we have sold more than 1.1 million MINIs. One in five cars on the road today drives on American highways. The United States is now the second biggest market for our cult brand, behind the U.K. - the home of the MINI - but ahead of Germany.”

“What can you expect from the MINI brand over the coming year? We will continue to grow MINI in 2008. Three key factors will play a role:

1. With regard to brand:
Last year we acquired the John Cooper Works performance brand. This will be expanded into a separate business unit. All performance-related products and activities will be marketed under this "sub-brand". Over the next year we will also be launching those models here in the U.S.

2. With regard to markets:
We plan to further expand our dealer network across the United States. There are currently 82 active MINI dealerships. This number will grow to approximately 95 by 2010.

3. With regard to products:
The new member of the MINI family - the MINI Clubman - will generate additional growth for MINI. The next model planned is a MINI Crossover. For sure, this Crossover MINI will convey the same driving fun and go-cart feeling - but paired with other functional features.”

Well there it is, straight from the driver’s seat. He went on to talk about the high degree of customization, including the in-vehicle communications technology, the uniqueness of the MINI platform and fun-to-drive, go-cart exhilaration.

But of course, you already knew all about that.