From Automotive News, David Duncan tells NADA Make Meeting attendees that dealers are excited about the fact that the Clubman takes MINI from the small to the compact car segment.
After the meeting, David Duncan, vice president of Mini of the Americas, outlined three goals:
1. Increasing brand awareness through TV advertising, as in Mini’s Super Bowl ad this year.
2. Emphasizing that the brand stands for more than just one vehicle.
3. Pushing the message that Mini is premium. Duncan wants to show the evolution from “where we were when we only had small cars to where we now have compact cars and a more premium feel.”
Read the entire article Mini is pushing its brand awareness in new ways.