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http://www.carscoops.com/2014/07/mini-worried-about-being-perceived-as.html


Almost 80 percent of Mini owners in China are women, the highest level among any car brand, according to estimates from J.D. Power & Associates. BMW is reportedly worried about this and is trying to lure more male buyers, with recent actions including an all-Mini road trip to Tibet and the addition of a pool table in Mini’s Shanghai showroom.


“You don’t want to tip into being a girlie car. Not only do you alienate the men, you actually alienate a lot of women, because a lot of women won’t want to buy a feminine brand,” Sean Green, head of Mini’s China business, told Detroit News.
China is the fourth-largest market for Mini after the United States, United Kingdom and Germany, with Mini being a rival for Daimler AG’s Smart brand, the Fiat 500 and VW Beetle.

Mini deliveries have risen 18 percent in China in the first five months of the year, surpassing the 11 percent growth in the overall passenger-vehicle market. Despite the fact that the Mini hatch starts at 205,000 yuan ($33,000), the brand sold 11,440 vehicles in China through May, outselling both the Smart and Fiat 500. So what is Mini doing to convince men to give the brand a chance? Well, the company is being “overtly masculine in some of the communication style,” according to Green. Examples include the introduction of the John Cooper Works high-performance version in China in June 2013 and a documentary about a convoy of Mini cars crossing China’s most rugged and remote terrain through Tibet to the foot of Mount Everest.


 

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Okay if they pay me nicely and of course set me up with a free VO then I will happily speak Chinese and show the guys that folks - you can drive a Mini

I mean let's face it I do a good enough job on here- look how many guys I've converted.

Ahem

:eek:

;):nerd:>:D
 

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If sales are up then I don't really see the problem. It's not like it is really that feminine anyway, more playful and goofy than feminine. At this point I don't think that MINI is going to change its design language enough to step away from what makes their cars look "girly" so they can only change the stuff that surrounds the car, and I don't think that what they are doing now with the is girly at all. Could be more manly if they wanted it to be.

Maybe if they do an ad campaign with He-Man it would appeal more to guys.

 

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Mini loaned me a car for a weekend, and I kept saying to people "Do I look stupid driving this car!?"

So yes I can understand the stereotype behind Minis and women drivers, but the more and more Minis I see, there are almost as many men driving them.
 

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They need to emphasise how much fun it is to drive. It turns a boring run to the shops into entertainment. If you only want transport buy a Aygo. :crying:
 
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