MINI must remain a premium brand

[Paul]

According to Dr Wolfgang Armbrecht, Head of Brand Management for MINI, the MINI must retain its premium car characteristics as the brand seeks to expand into more market segments.

In an interview featured in the Bangkok Post Dr Armbrecht, who has been involved with the new MINI since its inception, insisted that certain features, such as the MINIs rear z-axle suspension are key to separating the MINI from other brands’ small cars.

MINI must remain a premium brand | theSwitchback

[caveman_dave]

Too true...........after all we wouldn't want ugly poor people driving them would we

[Paul]

Heavens no.










Which is why I have a Corolla just now I guess.

[rec]

so they make a 4x4 and a speedster ?
that's not remaining premium, that's sticking your finger into every pie and making yourself diluted.