Monthly Archives: August 2011

inside MINI USA: The MINI University

THE MINI UNIVERSITYSo much goes on behind-the-scenes at MINI USA.  The corporate staff from the offices in New Jersey work very closely with the nationwide dealer network.  Part of MINI USA’s role, through The MINI University, is to train dealership staff in these roles:

• MINI Motoring Advisor
• MINI Service Advisor
• MINI Sales Manager
• MINI Service Manager

Each time a new MINI model is developed, sales and service people attend training sessions on the new product features and service issues.

The mission of The MINI University:

To support career growth & develop people by providing tools & skills that result in selling more vehicles, service & parts the MINI Way, ultimately creating & maintaining customer loyalty & dealer profitability.

Visit The MINI University Facebook page to get a peek into training at MINI USA.

worldwide MINI sales for July 2011

From BMW Group PressClub USA:

MINI continued on its path to a record year with solid growth across all continents in July. 20,153 vehicles were delivered last month, an increase of 10.5% over the 18,242 cars sold in July 2010. Year-to-date, MINI sales are up 27.1% on volume with 162,066 compared to 127,544 in the first seven months of 2010.

July 2011 July 2010 change year-to-date 2011 year-to-date 2010 change
20,153 18,242 10.5% 162,066 127,544 27.1%

See all MINI sales worldwide by month.

MC2 Magazine issues 28-32 now online

MC2 Magazine issue 28
We announced in April that MC2 Magazine launched its online magazine.  Now they have released issues 28 through 32 online.

Read MC2 issues 28-32 for free:

MC2 Magazine plans to add more issues in the near future.

BSSP creates Manual Up ad campaign

Manual Up - MINI Manual Driving School banner

MINI USA’s advertising agency Butler, Shine, Stern + Partners (BSSP) is launching a new ad campaign promoting the manual transmission.  “Manual Up” is the slogan with several clever taglines playing on the word “stick”.  MINI owners already have one of the highest rates of manual transmission purchasing.  According to Thomas Salkowsky, MINI brand marketing manager:

[A]bout 34% of buyers of the Clubman, the MINI Cooper convertible and the hard top buy the manual version, and that even for the AWD version of the Countryman, MINI’s answer for a crossover, the manual take rate is about 30%.

Manual Up - STICK HAPPENS. posterManual Up - EXHILARATION ON A STICK. posterOne wonders if the shortage of AISIN manual transmissions from Japan prompted this campaign, especially since dealers are offering a $500 discount for MINIs with a manual transmission.

It is unclear whether there will be print ads, but BSSP has created banner ads and posters. MINI USA’s Facebook page will have an ad that “communicates ‘Manualhood’ and exhilaration”.  Much like Crispin Porter + Bogusky did for the launch of the MINI Convertible, BSSP will set up a phone number 855-MANUAL-UP (855-626-8258) with a “humorous message about what it means to be in the ‘hood”.

A note for MINI collectors: the ad campaign will feature posters, car antenna toppers, and a dealer “Manualhood” Motoring Manual.

See more Manual Up advertising materials on BSSP’s blog post TIME TO MANUAL UP.

Read more about the Manual Up marketing campaign at MediaPost News Mini: Get In Touch With Your Inner ‘Manualhood’.

MINI USA sales for July 2011

From BMW Group PressClub USA:

MINI Brand Sales

MINI USA reported sales of 4,711 automobiles in July.  The July 2011 sales are an increase of 8.9% over the 4,326 sold in July, 2010.

Year-to-date, MINI sales in the U.S. are up 36.6% on volume of 34,527 compared to 25,279 in the first seven months of 2010.

July 2011 July 2010 change year-to-date 2011 year-to-date 2010 change
4,711 4,326 8.9% 34,527 25,279 36.6%

See MINI sales in the USA by month.