I am 33, I just decided to sell my 914 to get a family car since the second kid is on the way. I took my wife looking for cars. First stop VW. awful sales guy wife said no way. I was headed for a Toyota but we decided to stop at BMW to see if the 1-2 year olds were any good. We parked and my wife headed immediately to the MINI side and not the BMW side. 10 minutes later she said stop looking this is the car I have to get. I said no problem.

We have never seen any advertising other than what is on the street.

So I went from settling for Toyota to getting a MINI.

 

what irritates me is that 18+ year old humans are considered kids. the curse of forcibly considering younger people irresponsible and letting them act like children with sex drives. - ed note

 

I'm 28. I graduated college last year. I bought the MINI about a year after I graduated. I don't think their marketing is necessarily skewed toward the sub-30 set, at least not their print and internet campaigns. I think it's easily digested by just about anyone. It's not like Scion, who is absolutely going after everyone under 30 without a doubt.

Anyway, around here, I've seen old people, middle-aged people, and young people driving MINIs. I think about half were younger, another quarter were middle-aged and the remaining quarter were older.

Finally, I am from Cleveland. No offense to anyone who lives there, but it's pretty decrepit anymore, unless you go to the suburbs, were the air of self-importance everyone seems to have is suffocating. I am so glad to be out of that hell hole.

 

I guess it is safe to say that you didn't major in buisness or finance ..... something that depreciates should never be refered to as a "hell of a deal"


I agree with the general consensus, It is marketed to young professionals, (the so-called hip and smart types ) and yes that is the kind of customer BMW would like to see buy a 325 10yrs later and a 7 series about 40 yrs later........

 

I'm 18....already have a year in college. I already placed the order for my 06 MCS. I've actually never seen MINI commercials but have always loved small cars, i have had a bug since i was 16 but realized it's time to move on. I guess my mother is helping me but only to co-sign on the bank loan. After that i'll be left to enjoy the payments all by myself.

 

Or that college student in general are kids. There are so many older students at my school...I don't have numbers for my university, but just guessing I'd say 25% are non-trads like me. I've seen a couple other MINIs, but I'd say overall people have some nice cars - not just MINIs.

 

That's me! I wonder what the demographic breakdown is of total sales.

mb

 

As most people here know, I got my MINI 5months ago when I was 16, a Sophmore in highschool! I'm now a Junior and 17...and for the records I payed every penny of the $17k it cost me!

And to answer you question, I think it's geared more towards young adults, essentially out of college and looking for a fun daily driver or second fun car.

-Cody

 

I'm 36. I drive an SUV everyday (wife has a minivan for the kids) and I have a rapidly aging '72 914. I don't have the time or facilities to do the proper type of work to get the 914 to be a reliable car (it can be done). So, I've decided to sell both the SUV and my 914 and get a MINI. I have never seen any MINI advertising...and I looked at several other convertible's / roadsters looking for a car approaching the Fun-Factor of the 914...to no avail. However, when my wife convinced me to look at the MINI convertible, I realized that this was possibly the car I was looking for. The best description of a 914 I have ever heard was "think of a refined go-kart"...funny that MINI touts their car as having "go-kart-like" handling. Anyway, the other options for reliable convertibles are not what I would call fun...they just aren't...sometimes nice...sometimes fast...but not fun.. The Miata is pretty fun, but the interior is rediculously small. In comes the MCS cabrio... I'm a week 40 production guy...waiting patiently the Chili-Red replacement for my 914.

 

I work on a college campus and it seems that the number of college students who drive a Mini are equal to the number of staff that drive Minis....good stuff!

 

Right there with you. I did one step early and sold my SUV to force me into getting my 74' 914 into a reliable driving car. The last time the alternator went was the last straw and I am now selling it for a Mini.

 

I agree that to a point, MINI's marketing is geared towards a certain age group though I don't think they leave it to an all inclusive demographic. The MINI has the ability to have an appeal that stretches all across all ages, types, sexes, and nationalities, even social classes. Its one of those intangable benifits of why I love my MINI. Its a car that doesn't single out one particual group. Its affordable enought that a college student can buy one but sporty enough that even your retired elders could enjoy.

The list is too long to list its appeal. Its a automobile that certianly will appeal greater to those who "think outside the box" and those who like to go against society. What I mean is instead of doing what others are doing, the MINI is a car you can make your own to your individual personality. The MINI can sometimes be a reflect of one owns personality. It the states where people have a tendency to by big cars, the MINI fills the gap for those who are looking for alternative cars that go against what our society would deemed acceptable. Where automobiles tend to be status symbol, the MINI doesn't fit that role.

When buying my MINI, I can't recall if I ever seen many advertisements. It was kind of "love at first sight" and since then its all I will drive. That and I love small stylish, yet fun cars. The MINI was perfect.

 

Wait a second, I always thought the MINI was a gay car

 

Congratulations... Good for you!!! See, now there's proof that all of us younsters in America aren't just a bunch of lazy slackers.

 

For college kids with a fair amount of disposable income, yes; however, the average college kid drives a 1990 Chevy Cavalier, and sells blood to have some cash in hand.

 

The MINI is certainly that, as was my 1973 Volvo P-1800 before that...

I think that that's part of the MINI advertising - it's something a bit out of the ordinary. It's fun, interesting to drive and to look at, stands out in a crowd... What's not to love?

I think that this goes beyond any specific age group, except maybe to the extent that someone is willing to stretch beyond the ordinary or the expected - usually reserved for the younger set (not yet beaten into submission by children and mortgages and careers...)

I've always had a weakness for vehicles (and a lot of other things, come to think of it) that are a bit beyond the mainstream.

I have no interest whatsoever in BMW - they are just too slick and, well, bland. Ditto just about every other brand out there. Even Jags are starting to look and drive like every other car...

But I'd love a classic Mini, or a Saab 900 convertible, or a Bug-Eyed Sprite to keep Junior company... I may even get another P-1800 - it was one of the most beautiful cars ever made...

 

So THAT explains why they fall asleep in my class!

 

How about teenagers?

 

Interestingly enough, MINI was interviewing MINI owners at MTTS. I was not personally interviewed, but spoke to 2 people that were by MINI VPs at an expensive restaurants in the evening and just asked questions about why they bought the car and what their experience has been. I think MINI is trying to figure out who does buy their car, and what they have in common.

Maybe someone who was interviewed can chime in.

 

It was an 18 year old "young adult" that caused the worst auto accident I've been involved in. She was showing off to her friends in her brand-new Acura and lost contol. She hit the car I was driving just behind the left rear wheel. I was spun sideways and rolled multiple times through heavy traffic.

That's part of why I still consider teenagers to be kids.

Rant mode off - I'm sure that the vast majority of teenage drivers are responsible and mature (and there's certainly a percentage of older drivers who are *not* responsible and/or mature... )

But, yes - you're kids. Until you turn 30... Maybe 35.

 

+1, i'd be one of those people highly interested in a MINI, but i'd have to get rid of a few of my other playtoys first.

 

Well, im 17, and bought my (used) MINI in august, being paid for 100% by me, no mommie and daddie help at all. Gas is on me, insurance is on me, repairs are on me. (I did go the, no college route, but still...17 )

 

I think a good example for Mini advertising would be to look at the current crop of Mac ads: PC guy=BMW. Mac guy=MINI. That's the kind of demographics I think they're shooting for. I've never seen anyone in my age range (40's-50's) depicted in a MINI ad.

 

Haha! Um, well since most gay people think of themselves as young and trendy, I think it's a mute point.

 

Get the Bug-Eye!