Mini is pushing its brand awareness in new ways

LAS VEGAS -- Fine-tuning of Mini's marketing message was a key topic at the brand's make meeting at the NADA convention.

After the meeting, David Duncan, vice president of Mini of the Americas, outlined three goals:

1. Increasing brand awareness through TV advertising, as in Mini's Super Bowl ad this year.

2. Emphasizing that the brand stands for more than just one vehicle.

"For so long, people were just saying, "Oh, it's the Mini Cooper. I know what that car is,'" Duncan told Automotive News. "We really are more than that one car. We have a two-door. We have a four-door. We have a larger four-door. We have an all-wheel-drive model."

3. Pushing the message that Mini is premium. Duncan wants to show the evolution from "where we were when we only had small cars to where we now have compact cars and a more premium feel."

Dealers and executives also praised the sales performance of the redesigned Clubman that debuted in January as they await the new Countryman and Cooper convertible.

"The Clubman is doing pretty well for us right now," said Michael Vadasz, chairman of Mini's dealer council and general manager at Otto's Mini in Exton, Pa.

He said there are more orders for the vehicle than there are vehicles in stock.

Many orders have been customized, he said, "which is what Mini is all about." 

"But of course, we like to sell cars in stock, too, and that is taking place," Vadasz said. 

Mini sold 1,695 Clubmans in the first quarter, including 1,037 in March. It was the only vehicle in Mini's lineup to post a gain in March. Mini's overall U.S. sales fell 15 percent to 10,839 vehicles during the first quarter. 

Duncan said dealers are excited about the fact that the Clubman takes Mini from the small to the compact car segment. 

"We see that as a fast-growing segment, so having an entry in there gives us that opportunity," he said. "And then when you look at the car itself, it's got a premium-ness about it that really takes us to the next level and allows us to compete against brands that we weren't typically competing against." 

Duncan said he and the dealers also discussed the Cooper convertible, which is now being launched. 

"They're starting to roll out of the ports today, so they should be in the dealerships very shortly," he said. 

Mini is in a "young state" when it comes to product, Duncan said. 

"Our two-door hardtop is only 2 years old," he said. "Our four-door hardtop is only 1-year old. We just launched a Clubman at the beginning of this year, and we're about to launch a new convertible. We're in a very good place when it comes to product." 

Vadasz added that with the Countryman, "we're going to have a very, very fresh product lineup. That will kind of complete our current lineup for what the future of the brand is."