Here in the States, the Mini has been quite a success storry, selling 35,000 cars last year, which may not sound a lot compared to the big brands, but for a niche product, it's done extremely well. So, I'll be curious to see if they screw things up with the release of the "Clubman" model next week.
It's a 5 door good bit longer version of the original Mini, so I guess they're going for the SUV market, providing no member of the family is over three feet tall. But in my opinion, for what it's worth, this is a really dumb move. The number one attraction of the Mini in the US, was that in a nation of gas guzzling behemoths, the Mini was different because it was sporty, good looking, and SMALL. That's why you called it a "Mini." Remember guys? OK, it was named after the original Mini, which I used to drive many years ago in the UK, but I think you get my point.
This is not brand extension, this is brand adulteration. It happens time after time, and when it fails, as it often does, the people responsible scratch their heads and wonder why. The great screenwriter William Goldman once said "No one in Hollywood knows anything." That's why they keep making the same mistakes. You could say that about the people who make cars... Come to think of it, you could say that about most of the people who make ads.
George Parker
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