A few things. While I have been a fairly bad MINI enthusiast of late, I do still have one and he is finally going to be getting some love in the very near future. Don’t worry, you will hear all about it here as it happens.
Next, watch the video linked above.
For 10 days, I spent some quality time behind the wheel of a 2016 Chevy Malibu. It is not the first time I have had this as a rental, and I hope it’s not the last. As a car, it’s better than adequate I’d say. Comfortable, well equipped, decent mileage and it has enough power to get out of it’s own way. For a car, it actually handles pretty well too. Plus it has Car Play / Android Auto and the Chevy info-tainment system, overall, is really nice. But that is for another post. Honestly, if this car had better tires and slightly better transmission, I’d consider having one for daily driving duties.
But, more to my point. This car costs almost the same as a new MINI the way it is equipped. Apple Play / Android auto comes by default. A nice-ish screen that can be viewed wearing sunglasses. An interior that makes sense. To the non-enthusiast buyer, this would be a very nice car.
I still think the MINI is nicer. And more fun to drive. Plus the community, MINI Takes the States, AMVIV / Southwest MINI Fest (insert your favorite event here). Plus all of you guys. Plus the show. Is there a Malibu podcast? Clubs? Tuners? I don’t think so, at least not at our level. Is there a Detroit Tuned or OutMotoring.com or CravenSpeed? Nope? No Chad, no Way, no Jerry, no Marzo. None of that.
Do you get a sense for any of that with the commercial above? I know I don’t. I get the sense that MINI is trying to be like their older brother BMW. At this moment in my life, I don’t really want a BMW. I want a MINI. This ad doesn’t speak to me. Apparently, it doesn’t speak to you either based on sales of MINIs in the United States.
As we have talked about on the show numerous times, this marketing direction MINI has taken in the US just isn’t working. They are targeting people that don’t watch TV by running ads on cable networks. Did anyone notice that they didn’t run a Motortober event this year? Did your local dealer do anything cool for MotorTober? No? That’s ok, mine didn’t either.
In my very humble opinion, this is where MINI is getting it wrong. They are trying too hard to tell everyone that it’s a premium car. They are trying too hard to appeal to people that like craft beer and brick walls. They are trying too hard to sell to people that don’t care that much about cars.
They need to find a way to get people back into the dealers to look at the cars. Ads like the one above aren’t it. They need to find a way to say it’s a premium product without shoving it down our throats. The old, fun, ads, aren’t the ticket either. That MINI has long gone, and we all know that. It’s time for something new.
And they better offer Car Play / Android auto stat! Again, for another post, but this Chevy system with Car Play blows the doors off of anything found in any MINI or BMW. No fooling.
Speaking of the show, with Todd in Vegas for SEMA this past week and me traveling for work for the rest of this week and most of next, we are on a bit of a break. We will be back very soon! And you know this is definitely something that we are going to talk about.