Yes, the MINI is by far the most popular new car among female buyers in Korea. In fact, it’s the only vehicle purchased by more female buyers then male buyers in that car conscious country.
Women purchased 32.9% of the vehicle imports purchased in the first 6 months of the year, but the MINI Cooper was the only vehicle for which more than half were female buyers: 201 to 198. And they’re young, fashion-conscious women, too, with the 21-30 age group accounting for 75% of the MINI consumer phenomena.
In the first 6 months of the year, a total of 628 MINI Coopers were sold; 220 of them going to corporate buyers.
So where are all the Kias and Hyundais going?
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