Even if the rest of the world is undergoing a financial crisis and even if the car industry’s top brands are barely selling, Mini USA is expanding with new dealerships all across America. Despite BMW’s disapproval, Mini’s 17 new outlets will add up to a total of a hundred.
Mini’s new recruits include markets and cities new to the car company. Their main focus will be on Mini’s expansion and new sales. According to Jim McDowell, Mini USA’s Vice President, their goal is to increase the company’s sales to “double-digit” percentage. The expansion will also broaden Mini’s network.
It is important to note that Mini’s goal does not necessarily disclose that the demand for cars is that high. It simply denotes that the company hopes to substantially raise the demand to “double-digit” increase starting 2011. It’s definitely a big risk for Mini.
While we continue to experience a global financial crisis with the car industry is getting hit harder and harder, the big shots in the car industry, particularly the luxury cars, are not making enough sales. Cars like Mini are small, lightweight, and fuel efficient, therefore becoming more and more practical for the average consumer. Mini hopes that this logic will widen their network and increase their sales.
McDowell believes that as the world gets more and more “Mini”, consumers will realize that consumers will think that the models offer great value. They are fuel efficient, dynamic, and fun.
Mini’s first dealership will hit off in Birmingham, Alabama, while the last 16 dealerships will be scattered across the country, particularly in the northeastern, western, and southern regions.