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BMW's Not-so-Mini Mini to Target Families in Bid to Boost Sa

Bloomberg -- Photographer: Daniel Acker/Bloomberg
Bayerische Motoren Werke AG’s Mini, known for its retro-chic appeal, is targeting an unhip crowd with the Countryman crossover: families. The not-so-mini Mini will have four doors and be the brand’s biggest ever model.

“Our main aim is to unlock a wholly new target audience,” Mini product manager Hans-Joachim Leonhardt said in an interview in Munich. “Young families with kids, sporty youngsters, folks from modern milieus -- everyone can now drive a Mini.”

The new Countryman is part of a revamp of the entire portfolio of the Mini brand, which BMW restarted in 2001 after selling the unprofitable MG Rover Group. The company has sold 1.7 million Minis since then, helping the Munich-based carmaker attract customers who may later buy more expensive

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Submitted Aug 29, 2010 By: creeklin

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REPLIES (newest first)

Amplion Champion Author Oregon Posts:4,262 Points:1,402,210 Joined:Sep 2005	Message Posted: Aug 30, 2010 12:02:27 PM Ignore Amplion Report Abuse MINI NEEDS MORE DEALERSHIPS & REAR WHEEL DRIVE (LIKE THE GOOD BMW).
the1roadhog Champion Author Atlanta Posts:7,728 Points:1,598,605 Joined:Jun 2007	Message Posted: Aug 30, 2010 7:49:13 AM Ignore the1roadhog Report Abuse Re-inventing their customer base is a good idea.
torn8owx Champion Author Philadelphia Posts:2,313 Points:577,515 Joined:Feb 2010	Message Posted: Aug 30, 2010 7:37:51 AM Ignore torn8owx Report Abuse No mileage or what type of fuel (more premium?) is required
remay Champion Author Houston Posts:4,721 Points:1,659,695 Joined:May 2006	Message Posted: Aug 30, 2010 7:28:45 AM Ignore remay Report Abuse Typical "lack of details" article from Blooommmberg. (proposed mpg, for example?)
APlus Champion Author San Antonio Posts:2,227 Points:612,695 Joined:Apr 2007	Message Posted: Aug 30, 2010 6:12:40 AM Ignore APlus Report Abuse Family cars are popular.
vamike Champion Author Virginia Posts:3,560 Points:935,495 Joined:Dec 2008	Message Posted: Aug 30, 2010 4:30:15 AM Ignore vamike Report Abuse My family can't afford these.
Mooseman1 Champion Author Manitoba Posts:7,306 Points:1,383,495 Joined:Jul 2007	Message Posted: Aug 30, 2010 12:44:52 AM Ignore Mooseman1 Report Abuse Those cars are expensive.
Huskersed All-Star Author Atlanta Posts:703 Points:337,950 Joined:Nov 2008	Message Posted: Aug 29, 2010 11:46:37 PM Ignore Huskersed Report Abuse That's one mean looking mini. Nice...
northeast2 Champion Author New York Posts:2,687 Points:755,855 Joined:Mar 2008	Message Posted: Aug 29, 2010 10:51:56 PM Ignore northeast2 Report Abuse Silly rabbit, it's a MaxiMini.
NekoSJG Champion Author San Jose Posts:3,250 Points:574,705 Joined:Jun 2010	Message Posted: Aug 29, 2010 10:16:11 PM Ignore NekoSJG Report Abuse So is it a MiniMax or a MaxMini?
graceman Champion Author Baltimore Posts:3,250 Points:823,040 Joined:Jun 2008	Message Posted: Aug 29, 2010 10:12:25 PM Ignore graceman Report Abuse With all the people out of work, who can buy new cars?
BMW2014 Champion Author Toronto Posts:1,794 Points:364,300 Joined:Jun 2010	Message Posted: Aug 29, 2010 8:33:32 PM Ignore BMW2014 Report Abuse More choices.
amerk73 Champion Author Dallas Posts:4,730 Points:1,160,130 Joined:Oct 2008	Message Posted: Aug 29, 2010 7:59:45 PM Ignore amerk73 Report Abuse no money to buy bmw
ncomet1 Champion Author Michigan Posts:1,289 Points:408,780 Joined:Nov 2009	Message Posted: Aug 29, 2010 6:24:34 PM Ignore ncomet1 Report Abuse Sounds like a good option for families.