Category Archives: MINI Cooper Articles

Why MINI Coopers are Popular

Why MINI Coopers are Popular

Why MINI Coopers are Popular, an Informal and Unscientific Treatise MINIs, or MINI Coopers, are popular for a number of reasons, and, since we work on many of them, distilling the essence of their popularity to a few common elements may be difficult, but let’s try. When BMW relaunched the brand in 2002, they did so very effectively. The marketing campaign, especially in automotive magazines, was flat out brilliant. The games, stickers, etc. cemented the brand’s reputation as “fun”. It wasn’t marketed as practical, something you needed, but as something you wanted because of its attitude, like a club you wanted to join because of the credibility, it bestowed on you. The first thing they (Frank Stephenson was the actual designer of record) got “right” was the styling, which is undeniably MINI; endearing with just enough “quirk”. It was sized up to meet modern crash protection requi ... read more

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