MINI Cooper Essay Example | Topics and Well Written Essays - 2000 words

MINI Cooper - Essay Example ive Britain but never really caught fire abroad, has been hot ever since its reintroduction in 2001 in Europe and 2002 in the United States and Japan. Demand in the United States, especially, has taken off, thanks to a marketing strategy designed to build mystique through stealth advertising and limited distribution†.( Micheline Maynard- Can the Mini stay up to speed?) From the toggle switches for the windows and fog lights to the rocker buttons for the fan-speed controls, every switch and dial in the Mini feels of a piece with Mini and only the Mini. In truth, some of the components are gently massaged BMW parts, but thats not really obvious. And besides, BMW is a prestigious brand, so its not as if youre getting second hand Daewoo stuff in your Mini.( Michael Frank- Test Drives 2004 Mini Cooper) Minis hatch layout is actually quite well thought out, with a low well for groceries and with seat uprights that flip forward 50/50. That makes the Mini Cooper much more useful than other cheap sports cars. As far as safety is concerned Mini cooper went miles ahead from its competitors.. Mini Cooper gets excellent marks across the board in National Highway Traffic Safety Administration crash tests. The Mini comes standard with six airbags (front, side, headliner), while its competitors only has standard front airbags. And for $500 more, you can get a Mini Cooper with stability control that will help keep the car on track in an emergency manoeuvre. Besides, Mini Cooper is a much more capable car, which means it will be safer in most circumstances that require the driver to avoid an accident in the first place. Mini Cooper top five markets are Britain, with around 45,000 cars sold in 2005; the United States, with 41,000; Germany, 29,000; Italy, 22,000; and Japan, with 13,000. No other automobile companies have enjoyed such a huge success in the above countries. When we analyze the reasons for such a brand success we can see that apart from the brand value of the