Hey everyone,

I have been wondering lately, are these cars being marketed towards college kids and the like? Most kids cannot afford a BMW, so is this their way of hooking kids early to buying German cars? The ads for MINI have always been kinda trendy with some odd music, and it doesn't seem they are marketing towards older people.

I was just wondering.

Medic

 

I believe the target audience is young professionals, a few years out of college. Those that are trendy, perhaps. Into gadgets like the latest Razor cell phones, HD Plasma TV's, iPods, etc.

Hip, young, hi-tech, and different than anyone else...

 

Also for those young at heart

 

Unless Mom and Dad are buying their car, most college kids probably can't afford a MINI. But as soon as I got out of college I was able to. From what I've seen MINIs are owned by a very diverse group. I don't know if BMW is targeting their marketing of MINIs specifically toward younger people, but it sure is a good way for a young person to start on a path of owning great cars

 

Average cost of a MINI (combining models) is maybe $24/25K. That is below the average cost of a car sold in the US today at $28K. I agree with the others. Targeted at recent college graduates with a new job buying their "first new car".

 

Interestingly enough, I have seen that most (at least more than half) of MINI owners are late 40's - mid 60's, and don't fall into the "target audience" of the advertising, but I think the older (used loosely) crowd remembers or had owned an original Mini so we can relive some of our youger days. BMW knows the car is an icon, and they want to introduce it to a younger generation.
--Dan

 

I do think that MINI advertises to hip, not afraid to be different, outside the box type of people, regardless of age. Although I do think they gear toward the 20-somethings.

That being said, the MINI, more than any car I have known, is driven by ALL walks of life. Rich, and those living month-to-month. Young, old. Male, Female. I think the only people I DON'T see driving a MINI that much are Moms. Which is why I am very happy to represent the mommy crowd. My baby boy rides in my MINI totally safe and comfy.

But yeah, at a MINI ralley, I couldn't get over the different types of people. From retired couples to punk kids (punk meaning piercings, blue hair, black clothes and the like). I think that's one thing I REALLY love about the MINI. The driver defines the car. Not the other way around.....

 

Thats why I think MINI has been so successful. It's appeal stretches across so many different demographics. If you like a fast car thats fun to drive, MINI is for you. If you want a car that is fairly economical yet nice, MINI is for you. If you want style...well, you get the point. There's something in MINI for just about everyone

 

I'm in my 4th (out of 5 or 6) year of college and I just ordered my second one. All me, no help from Mommy and Daddy. The second one I'm pretty close to a straight trade though so it barely counts. Horray for good paying internships in the engineering field.

 

Nah. Just took us Boomers that long to afford another fun car after the "family-mortgage-career building" thing.

 

This is true but I think the question was where was the targeting of the advertising.

It does cross the generations

 

I am a college student, and there is no way I could afford one without mom and pops, and I have a full football scholarship. And most college kids arent really interested in MINI in my opinion, they think the are cool and all. I think MINIs are for People that dare to be different no matter the age, race, click, proffession, it is a car for the unique

 

Here at Florida International University there are a ton of MINIs from either students or faculty staff.

 

yeah but all the Rich folks live down there

 

I think most young college kids are into the "Fast & Furious" scene with the asian compacts (Civics, Scions, etc).

While I don't think MINI's main marketing demographic are 18 year olds, the car still manages to appeal to a wide range of ages, incomes, education, etc. That is the beauty of the MINI. Celebrities as well as Joe's six packs equally have access at owning one.

One of our club member's is 18-19 years old. He manage to beautifully restored a classic Mini. He sold it last year and bought a new S. His girlfriend drives a MCC. That kid thinks, speaks and breaths Minis/MINIs 24 hours a day.

 

I would politely say that most people here like to "Live well beyond their means". Here in the Banana Republic it is a very widely accepted social trend.

You are looked down upon if you don't drive the "right" car, don't wear the "right" clothes, don't frequent the "right" places and don't live in the "right" neighboorhoods.

And this is the third poorest metropolitan area behind Detroit, MI and Cleveland, OH

The middle class is leaving by the droves. People with "normal" salaries can't afford to live here. Miami is as expensive or more expensive than San Francisco, without the charm and the class of the later.

So in the end, we have become a satellite third world city where only the very rich can afford to live comfortably and the very poor just get by. the middle class is quickly vanishing as we speak

This is one of the best Miami/South Florida blogs, for your reading pleasure:

http://stuckonthepalmetto.blogspot.com/

This web blog will give you an idea of the Zoo we live in

End of thread hijack.

 

HEY, you are speaking to a Detroit native. Eh, its fine. I moved to the suburbs a while back.

Medic

 

Never been to the motor city before, but the latest data suggests Detroit, Cleveland and Miami have the most concentrated poverty of all US metropolitan cities.

I'll look it up.

 

An MC costs almost the same as a VW Golf/Rabbit and an MCS costs almost the same as a GTI. Are they trying to get you in an AUDI?

Is a MINI going to get me into a BMW? No. But I've always wanted a BMW, and I've always wanted a Mini (not to be confused w/MINI). I just happen to own a combo. but I would like each individually. Is SMART going to get me into a Merc? No. I just want a SMART.

This comparison can be said about most cars Ford/Mercury, GMS/Cadilac, Honda/Acura, Scion/Toyota/Lexus etc. It's all about affordability, what you preceive as value and what you want.

my .02

 

http://en.wikipedia.org/wiki/List_of..._United_States

 

From my college experience I only saw one MINI at BYU in all the time I was there. It was this girl's that I knew but other than that, nothing. There were a lot of students who were very well-off and had nices cars though but everyone there either drives a Japanese car, a VW Jetta/NewBeetle or a Monster SUV/Pick-up. It was rare to even see a BMW or Mercedes in Provo, at least around campus, SLC and Park City were of course a different story...

 

And here all along I thought the marketing was aimed at me (40 something)because I was immature! Now I know it because I am young and hip (are we stillsaying hip?).

 

Only if the sentence starts with "Ouch my"

OK, I admit that was pretty stupid

 

I think it's safe to say the advertising is geared towards a target audience of 20-something's, in college with money, just out of college, or fast approaching 30.

I fit into that category, but it wasn't the ads that made me get a MINI...

Luckily the actual owners of MINIs are all over the place!

 

Humm... I dunno, but it was what I bought right out of college. Used, but a hell of a deal.