The Mini brand sure has come a long way in the United States. In 2002, the brands first U.S. dealership opened with only one model to sell. Today the brand has seven models and special editions of almost all of them. So why is this so impressive? Because at the time when Mini entered the U.S. market, small cars were still laughed at severely, and the SUV was the only way to go. Keep in mind that petrol prices in 2002 were, well, let’s just say not what they are today.
According to Jim McDowell, Vice President of Mini USA; “Mini launched in the U.S. during the time when gas was cheap and large trucks and SUVs ruled the road,” “Many thought the brand would be a one-hit wonder, and we are extremely proud that we were able to surprise some the toughest critics, and at times, even ourselves.”
A job well done. Of course, speaking of jobs, sure, movies like The Italian Job helped the brand in no small part in its early years. But this also goes on to prove something else; a little brand with a funky approach that is specialized to a certain market can definitely take of in the good ole’ USA.