MINI

MINI, a brand owned by BMW, embodies a unique blend of compact size, spirited performance, and stylish design. Originally launched in the 1950s by the British Motor Corporation as a response to the post-war fuel crisis, the Mini quickly became a cultural icon, known for its go-kart-like handling and surprisingly spacious interior. Over the years, MINI has evolved, retaining its core characteristics while incorporating modern technologies and safety features. The current lineup includes a range of hatchbacks, convertibles, SUVs, and even an electric model, the MINI Cooper SE. MINI's target audience is typically younger, urban dwellers who value individuality, style, and fun-to-drive characteristics. The brand's marketing emphasizes personalization, allowing buyers to customize their vehicles with a wide range of options and accessories. Its continued success hinges on balancing its heritage and quirky personality with the demands of the modern automotive market.