Bayerische Motoren Werke AG: Mini Robots campaign

Kevin Teague

In 1967 a safety mandate forced the antiquated, cheaply made British Mini Cooper to discontinue sales in the United States.

Bayerische Motoren Werke AG: Mini Robots campaign

Kevin Teague

OVERVIEW

In 1967 a safety mandate forced the antiquated, cheaply made British Mini Cooper to discontinue sales in the United States. In 1994, when Bayerische Motoren Werke AG (BMW) attained control of the Mini Cooper brand, executives were perplexed about how to reintroduce their newly acquired microcar to the United States. Finally reappearing in the United States in 2002, followed by a prolific magazine, Web-based, and outdoor campaign, the MINI, as it had come to be spelled, was a screaming success. By 2004 MINI made up 11 percent of BMW's sales....

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