The MINI Brand Celebrates Being Small and Not Normal

March 12, 2013 — Leave a comment

MINI is a car brand rich in history, function and emotional connection with consumers. It has a fun, sporty, fashionable and stylish image. The original MINI was designed in England in 1957 by Alec Issigonis. Gas prices had spiked in England following the Suez Canal Crisis. His challenge was to design and build a small fuel-efficient car capable of carrying four adults, within economic reach of just about anyone. Issigonis came up with a way to create more room in the cockpit by pushing the wheels all the way out to the corners and turning the engine sideways. This unique combination of style at a low-cost, small size and nimble driving came to symbolize independence and spontaneity. It was the very essence of the 1960’s. It represented a youthful way of life. The car transcended class. Everyone could have fun “Motoring in a MINI”.

The original MINI is considered a British icon of the 1960’s. In England, the MINI was considered the British equivalent of the Volkswagen Beetle. In 1999, the MINI was voted the second most influential car of the 20th Century behind the Ford Model T. That’s an amazing achievement.

MINI is a great example of a brand that has gone against the established norms in a category. Everything in the automotive category is about size and speed. MINI celebrates the fact that it is the smallest car on the road. Everyone talks about driving but MINI came up with the term “motoring”. Motoring in a MINI is a way of getting from a to z and everywhere in between. MINI celebrates its size in other ways by talking about “sipping rather than guzzling, parking challenges being eliminated and once you’ve had small, you’ll never go back”. MINI has developed a strong emotional connection with consumers. One trait of the MINI brand, they decided, is confidence, and confident people celebrate their traits. This has led to a loyal following.

MINI was introduced in the United States in 2002. In 2012, Mini sold 66,123 cars in the United States a 15% increase compared to 2011 and over 300,000 cars globally. The MINI proves that is important to be different, celebrate who you are and build a strong emotional connection with consumers. MINI is not normal. They have done a great job building their brand.

Have you driven a Mini?

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