March 31, 2004
More on the Convertible, and Sales numbers...
There's not too much new in this article on Business Week Online, but there are a couple of cool tibds of info that I wanted to pass on...
When BMW dealers start selling the new Mini convertible in Europe and the U.S. this summer, the cars will be delivered to customers with the top down and a seal that is broken when the roof is raised for the first time. Buyers will be asked to sign a mock contract committing them to keeping the roof down as long as they can -- to stay true to the Mini convertible's open-minded spirit. "It will spark contests to see how long owners can go before breaking the seal," says Jack Pitney, vice-president of Mini USA.
I think that it will be a short contest in Western New York. There always seems to be rain right around the corner. Usually right after you washed your car...
Orders for the convertible already total 3,000 in Britain alone, and market researchers expect global sales to reach 25,000 to 30,000 this year. The convertible Mini is part of BMW's plan to transform the Mini from model to brand, a full lineup that gives the Mini idea staying power. Though BMW is mum, many expect a Mini wagon to hit the market around 2006, followed by a roadster.
Humm... the roadster rumor pops up again, and no mention of a Moke. MINI really does want to keep us guessing doesn't it?
Being fashionable, of course, carries a risk. Retro remakes such as the Volkswagen Beetle or Ford Thunderbird enjoyed an initial spike in sales only to suffer a rapid decline. But market researchers say the Mini will fare better because it has been taken upmarket and packed with cutting-edge technology. BMW has nurtured Mini mania by keeping supply running just short of demand. Its biggest selling point may be its individualist appeal. More than half of buyers custom-order their Minis and wait three months for delivery. This surprised even BMW, which receives custom orders for 30% of BMWs sold in the U.S.
BMW's conundrum now is how to squeeze more volume from its Oxford plant to accommodate sales of the convertible. It may eventually outsource some production. "It's a difficult challenge," says BMW Chief Executive Helmut Panke. Grappling with higher-than-expected sales is a problem Panke's rivals would love to face.
Also, when you think about it, the Thunderbird and the Beetle are really just one model. The difference with MINI is that it's just not the traditional Mini model, but there are/were many different variants. (You can check this page to get an idea, but it does not look like it's fully up and running yet.. (or just dying already)
Erik...
When BMW dealers start selling the new Mini convertible in Europe and the U.S. this summer, the cars will be delivered to customers with the top down and a seal that is broken when the roof is raised for the first time. Buyers will be asked to sign a mock contract committing them to keeping the roof down as long as they can -- to stay true to the Mini convertible's open-minded spirit. "It will spark contests to see how long owners can go before breaking the seal," says Jack Pitney, vice-president of Mini USA.
I think that it will be a short contest in Western New York. There always seems to be rain right around the corner. Usually right after you washed your car...
Orders for the convertible already total 3,000 in Britain alone, and market researchers expect global sales to reach 25,000 to 30,000 this year. The convertible Mini is part of BMW's plan to transform the Mini from model to brand, a full lineup that gives the Mini idea staying power. Though BMW is mum, many expect a Mini wagon to hit the market around 2006, followed by a roadster.
Humm... the roadster rumor pops up again, and no mention of a Moke. MINI really does want to keep us guessing doesn't it?
Being fashionable, of course, carries a risk. Retro remakes such as the Volkswagen Beetle or Ford Thunderbird enjoyed an initial spike in sales only to suffer a rapid decline. But market researchers say the Mini will fare better because it has been taken upmarket and packed with cutting-edge technology. BMW has nurtured Mini mania by keeping supply running just short of demand. Its biggest selling point may be its individualist appeal. More than half of buyers custom-order their Minis and wait three months for delivery. This surprised even BMW, which receives custom orders for 30% of BMWs sold in the U.S.
BMW's conundrum now is how to squeeze more volume from its Oxford plant to accommodate sales of the convertible. It may eventually outsource some production. "It's a difficult challenge," says BMW Chief Executive Helmut Panke. Grappling with higher-than-expected sales is a problem Panke's rivals would love to face.
Also, when you think about it, the Thunderbird and the Beetle are really just one model. The difference with MINI is that it's just not the traditional Mini model, but there are/were many different variants. (You can check this page to get an idea, but it does not look like it's fully up and running yet.. (or just dying already)
Erik...
