MINI Canada

TAXI Canada

Section I — Basic information

Business Results Period (Consecutive Months): March 2002–March 2012

Start of Advertising/Communication Effort: March 2002

Base Period as a Benchmark: Historical Comparisons

Section II — Situation analysis

a) Overall Assessment

The Volkswagen Beetle served as a cautionary tale for BMW as they prepared to launch the MINI in Canada 10 years ago. Whereas the Beetle ultimately suffered from being too "cute" in the segment and a fad of the moment, the ambition for the MINI was obviously quite different.

MINI had little history or brand awareness in Canada. Most people remembered it as a quirky, cute, and trendy compact car from the UK. Our challenge was to change this perception and create the conditions for not just a successful launch, but a successful long-term future for the brand in Canada. And so the journey began in March 2002, when MINI first set its tires down on Canadian soil.