A digital service program introduced on the eve of the pandemic helped propel Mini to the top of a key industry dealership service satisfaction metric this year.
Invisible Service, launched in late 2019, enables the brand's service advisers to communicate with customers via instant message and accept digital payments.
The technology platform, also used by parent BMW, allows technicians to share videos to show customers the need for recommended vehicle work, such as replacing worn brakes, dirty air filters or damaged suspension parts.
The videos helped the brand build customer trust, Mini USA sales and operations chief Claude Bruni told Automotive News last week.
"Service keeps customers," Bruni said. "The first car is sold by sales, and the second or third car is sold by service."
So far, 53 percent of Mini's 116 U.S. dealers have adopted the Invisible Service program.