BMW 2002 Annual Report Download - page 162

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30
Develop new segments
USA
MINI
is back. USA, 22 March 2002:
MINI
Cooper and
MINI
Cooper S return to America.
35 years after the last Mini was sold in the
USA
,
the MINI brand experiences a unique success story.
Under the motto Lets motor, the
MINI
hitches
a ride into major cities on the back of big
SUV
s
(sports utility vehicles) or vans.Monday Night Foot-
ball
sees the MINI live sitting in the stands, right in
the middle of the fans.
Enthusiasm for the MINI shows up in sales fig-
ures,
too. From year one, the
USA
proves to be the
second
largest market for the MINI. Of particular
note: at the start of this years Detroit Motor Show
the MINI was voted North American Car of the Year
2003. And the story goes on.
Enthusiasm in Great Britain. Great Britain 2002:
one year after launch, enthusiasm for the
MINI
in its
mother country remains unbroken. The dealers in
Great Britain experience a rush. Everyone wants to
see it, touch it, drive it. Would-be buyers wait patient-
ly
in long queues for their chance to experience the
MINI
close up. Many customers even sign contracts
without having seen or driven the MINI. Young and
old are taken by the
MINI
: a grandfather bought his
granddaughter a new MINI Cooper. Too bad it will
now have to sit in the garage for fourteen years since
she is only three years old.