Small cars have always been a tough sell in the United States, where they’re typically seen as bare-bones transportation for those on a limited budget rather than as a space-saving, fuel-efficient choice for those who simply prefer a smaller, lighter vehicle. In 2002, the BMW Group upended that notion with the MINI Cooper, a car that was not only small and efficient but fun to drive, premium, and—above all—quirky. The MINI Cooper became a surprise hit in this market, and those who bought it became not just customers but a community.
More than 20 years after its introduction to the U.S., MINI remains “a small, fun-to-drive car with a big heart”. MINI USA continues to host customer-focused events like MINI Takes the States, and to collaborate with hip, design-based organizations like Pantone.
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