Growing Fanbase and 15 Years of MINI in the USA

It has been 15 years since the first small British cars were brought to the USA and since then enjoyed a great success and a growing fanbase. From just a few MINI Cooper and the MINI Cooper S in 2002, there is now more than 725 000 MINI cars registered in America.

Despite looking like a misfit in American standards where cruisers are in, the MINI came to embody efficient driving fun, expressive visual appeal and individual style straight off the bat. Aside from a growing MINI fanbase from New York to Los Angeles, the MINI brand in the USA also took first place in the J.D. Power & Associates customer satisfaction index six times already.

The ongoing expansion of the model range also contributed to the continuously growing popularity of the brand. The MINI Convertible became a bestseller, above all on the sunny West Coast. With the introduction of the MINI Countryman, the brand established itself in the premium compact segment and also among completely new target groups. The new model now offered new ways of experiencing the special MINI feeling thanks to five doors, five seats and all-wheel drive. Currently the MINI 3 door, the MINI 5 door and the MINI Convertible are also creating added diversity in the US small car segment, while the new MINI Countryman is delivering driving fun to the compact class.

Parallel to the expansion of the model range and sales success, the MINI dealer network in the US has also grown. The launch year saw 66 active sales and service centres between the East and West Coast, now MINI customers have 127 dealers in 39 states to choose from.

The unique “MINI Takes the States” community event is another symbol of the success of the brand in the US. The two-week cross country rallye attracted more than 4 000 MINI drivers last year alone to take part in at least one stage from Atlanta in Georgia to Palm Springs in California. No less than 900 MINI enthusiasts covered the entire distance of nearly 4 400 miles. Apart from all the driving fun involved and the sense of community, a focus was also put on a social aspect. During the course of the tour money donations for the Feeding America charity organisation were collected. At the end of the tour the donations financed 1.3 million meals for people in need in different parts of the country.

MINI achieved its latest success on the Daytona racetrack in Florida. The MINI JCW Team took the first win in the street tuner class in the Continental Tire Sport Car Challenge racing series straight off.