Pursuits
BMW’s Not-So-Mini Mini to Target Families, Lift Sales
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Bayerische Motoren Werke AG’s Mini, known for its retro-chic appeal, is targeting an unhip crowd with the Countryman crossover: families. The not-so-mini Mini will have four doors and be the brand’s biggest ever model.
“Our main aim is to unlock a wholly new target audience,” Mini product manager Hans-Joachim Leonhardt said in an interview in Munich. “Young families with kids, sporty youngsters, folks from modern milieus -- everyone can now drive a Mini.”