BMW aims to boost Mini’s sporty image with Olympics sponsorship

Article by Anita Panait, on August 7, 2012

As part of BMW’s strategy to keep its place top-selling premium auto manufacturer, it has been skilfully positioning its Mini brand during the ongoing Olympic Games in London, of which the luxury carmaker is one of the major sponsors. In order to enhance Mini’s sporty image, BMW has deployed more than 200 vehicles to ferry athletes to games.

The Mini also made a cameo appearance at the opening ceremony while a special-edition Mini featuring the logo of the 2012 games on the roof. Mini has also unveiled a new John Cooper Works GP version, regarded as the brand's fastest car ever. Albrecht Denninghoff, an analyst with Silvia Quandt Research, described the Mini as the benchmark in profitability in the small-car segment.

BMW reintroduced Mini in 2001 after its failed takeover of Rover. The brand has been successful in winning new customers to the group, adding around EUR200 million ($243 million) to its annual profit, according to an estimate from Juergen Pieper, an analyst with Bankhaus Metzler. Mini is facing stiffer competition with the entry of several automakers at the upscale small-car segment.

One of them is Fiat, which just started production of a wagon version of the 500 this year. PSA/Peugeot-Citroen, which supplies engines for the Mini, has expanded its DS line, rolling off the rival DS3 compact in March 2010. Mercedes, on the other hand, has plans to increase its current small-car lineup from two to at least five models. Daimler's Smart city-car brand, meanwhile, is developing a new four-seat model with Renault.

Topics: bmw, mini, sponsorship

If you liked the article, share on:

Comments

Recommended

Like it or not, Chevrolet may soon be offering a cheaper Camaro in hopes of competing with Dodge Challenger and Ford Mustang GT. Apart from the less expensive trim, the...
by - August 17, 2017
Recently, Porsche revealed a new Macan Turbo wearing a Performance Package and a unique Porsche Motorsport themed paint. At first look, it will remind you of the 919 Hybrid and...
by - August 17, 2017
The BMW M1 will be one of the most exclusive cars that will be showcased at the upcoming 2017 Pebble Beach Concours d'Elegance, alongside many other extravagant models. Firstly, there...
by - August 17, 2017
Aston Martin Vanquish Zagato makes its debut with a total of four variations including the Speedster and the Shooting Brake trims. As part of the limited edition model, the company...
by - August 17, 2017
Mitsubishi finally introduces the new Xpander MPV at the 2017 Indonesia International Auto Show in Jakarta Indonesia. Replacing the previous Expander, the new multipurpose vehicle will be mostly sold at...
by - August 16, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries