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It seems the automotive industry does a better job of “talking the talk” of branding than it does of “walking the walk.” Of course there are exceptions, and Mini is a great example. When introduced a few years ago the creative work for Mini was widely lauded (see link below) and it set the marque on a path that led to the events of last couple of weeks.
First, on June 22nd, JD Power announced the results of its 2009 IQS study and Mini was at the very bottom indicating that it has the most defects per 100 vehicles of any manufacturer.
Then on June 24, the Wall Street Journal published a piece headlined: “Sticker Shock: Cars that Sell for Full Price.” Here’s what they had to say:
“Yet there are few more-modestly-priced models from less-ostentatious brands. Cars from BMW’s Mini brand, which start at just under $20,000, are selling for close to sticker price, according to Edmunds”
Finally, the New York Times published an article today headlined “Mini Conundrum: Does Quality Matter?” Illustrating the conundrum:
“In the latest J.D. Power & Associates Initial Quality Survey, Mini ranked 37th in initial quality — out of 37 brands — with 165 problems per 100 vehicles (which is the metric J.D. Power uses). In other words, Mini was dead last…..At the same time, Mini has been a much-beloved brand with strong sales.”
These three data points make a nice case for the power of an automotive brand. Strong sales at almost full whack in the worst recession in generations despite the worst IQS scores in the industry. BMW has created a desirable consumer brand that is positioned uniquely in the the marketplace. They have a group of customers for whom owning a Mini is more than just having a vehicle, they are part of a tribe. A tribe that pays full price to be a member, knowing full well the experience won’t be perfect…but it will be special.
Mini is doing well in a terrible market in great part because it’s marketing has been smart and consistent from day one. Certainly the product is a big part of the success (even if it isn’t perfect), as is the way they have limited inventories to keep demand high. That said, recession plagued consumers won’t pay full price for “transportation” in a market where everyone is getting a deal, they pay to be part of brand idea that is bigger than the product and bigger than themselves. They pay full price for something special, a brand that stands for something. They want to be the “Us” in “Let’s Motor.”
By the way, even when Mini management is answering questions from the media about the company’s poor IQS score, they answer from the brand’s platform:
“Mini has some idiosyncrasies that we engineer into our cars,” Jim McDowell, vice president of Mini USA, told The Associated Press (via MSNBC). As examples, Mr. McDowell cited the Mini’s unusual ambient interior lighting and windshield-wiper control, which is a button instead of a knob.
It turns out that one of the reasons Mini gets low IQS scores is that it takes a while for the owners to get used to the fact that the cars they bought because they were different, are actually different…brilliant.
Links:
Introductory Mini TV commercial:
JD Power IQS press release:
http://www.jdpower.com/corporate/news/releases/pressrelease.aspx?ID=2009108
Wall Street Journal “Sticker Shock: Cars that Sell at full priice”:
http://online.wsj.com/article/SB10001424052970203937504574245923560446880.html
New York Times “Mini Conundrum: Does Quality Matter?”:
http://wheels.blogs.nytimes.com/2009/07/02/mini-conundrum-does-quality-matter/
First off, TUAW has shored up their positions about a couple of new rumors. They believe, based on the information they have recieved, that the new iPhone firmware will not be released at WWDC, but instead a week or two afterward. The reason for this is that many of the wireless carriers Apple has been dealing with over the past few months are demanding a “first look” at the firmware before it goes out to consumers. This means the iPhone hardware would not be launched directly at that event either, a conclusion that is supported by my previous timeline of AT&T work schedules.
Any ideas, plan, or purpose may be placed in the mind through repetition of thought.
June 10, 2010 at 7:47 pm Angi, Congratulations on your second sale, and I love your title, “.38 Caliber Cover-Up!” Excellent advice. Selling is a huge challenge, but the addition of promotion after the sale is another huge challenge to add on top of writing. Sounds like you're doing great. Take care and I wish you continued success!Sincerely,Diana Cosby
even at 3.16 X.8 = 2.52, ethanol is still overpriced. it certainly does not save the money you claim.and, as you say, that is the price before the blender's credit is applied.thus, the real (unsubsidized) price is considerably higher.what is that, 45c a gallon?we're still paying that, just not at the pump. it's still a cost in the system.no way that a 1.2% increase in global oil demand drives a 20% hike is gas prices. the elasticities are not that high.
Hi! Hab mir deine vorangehenden Beiträge mal durchgelesen, aber anscheinend steh ich hier total auf der Leitung.Also bitte nochmal eine genaue Beschreibung für Dummies wie mich, wie ich die IP fix einstellen kann…. Oder auch Screenshots?Danke, lg
That’s the best answer of all time! JMHO
Help, I’ve been informed and I can’t become ignorant.
hahaha .. dunno why hor, when talking abt brsfaaket hor, the first thing pop up in my mind is bread .. hahahaha oh .. oats i think urs is much healthier than mine lor .. hahaha ..i wanna have cornflakes tomorrow .. hahahahaha ..
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