According to David Kirkpatrick at
MarketingDive:
Dive Brief:
- The Mini Cooper brand is facing challenges in an automotive world full of SUV and luxury car competition, according to a report by Bloomberg.
- To address its challenges, Mini is making larger vehicles and looking to appeal to new customers as well as fans.
- “They are definitely reaching a new audience," Ted Marzilli, chief executive officer of YouGov Plc’s BrandIndex, told Bloomberg. "The question is whether all of their customers will come along for the ride.” . . . .
