Q: What do Mini customers really care about that drives them to Mini?
A: Authenticity and purpose. That really matters to people who buy our cars. And I think it's something inherent in our brand — it's the whole concept of "Mini-ness": "you don't need this much, when you can have this much." In other countries people buy as much car as they can get away with. In America you buy as much as you can afford.
Marketing Daily Interviews Tom Noble
MediaPost publishes his interview with Marketing Daily with these final thoughts:
Posted by NorCal MINIs