MINI Cooper Receives High Score for Second Year in a Row

For the second year in a row MINI has received the top award in its segment in the latest Strategic Vision Total Quality Index (TQI). The MINI Cooper was the highest scorer in the Small Coupe under $25,000 segment in this year’s index by the San Diego-based research firm.

The TQI measures new vehicle owners’ satisfaction and assesses new buyers’ responses to the complete ownership experience, including buying, owning and driving their new vehicles. The calculations also include the emotional response to that experience.

“The respondents’ data is entered into complex calculations that mirror the way people really respond to the vehicle ownership experience.” says Dr. Darrel Edwards, Strategic Vision’s President and founder, “Those manufacturers who can deliver the most positive emotional experience and go beyond that to delight their customers are going to be winners.”

“We’re very pleased with the results of this survey,” concluded Jack Pitney, Vice President, MINI USA. “MINI’s success in the marketplace has been spectacular since we introduced the car. Our sales continue to be strong and and this survey further supports what our customers have already been telling us through their purchase decisions.”

The MINI Cooper offers a compelling level of product substance with its unique and instantly recognizable design and razor-sharp reflexes that provides customers with a fun “motoring” experience. And MINI offers all options a-la-carte that allow customers to individualize their MINI unlike anything else on the road. Additionally, MINI’s unique marketing approach incorporates more non-traditional methods and a “cheeky” irreverence that continues to resonate with customers.