How big can Mini get?

Every luxury brand eventually faces a quandary. Growth is good but how much is too much? If you sell too many, then the brand becomes ubiquitous and loses its exclusivity. Mini isn’t at risk of selling to the point where it becomes common. Not yet. But the way parent BMW is growing it, the question is valid. OK, Mini is not a luxury brand in the traditional sense, but when a company sells subcompacts at prices that can top $40,000 then it is luxury among its peers. The brand also thrives on its exclusive nature. Mini owners tend to be individualists and even a bit eccentric, says Mini USA Vice President Jim McDowell.

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