of MINI Owners Completely Satisfied Says AutoPacific's 2004 Vehicle Awards
Photo: Automotive Intelligence
Woodcliff Lake, NJ - MINI has topped the charts with 93% of owners "very or completely satisfied" with their MINI overall, according to the latest 2004 AutoPacific Vehicle Satisfaction Award research.
Overall satisfaction is one component of AutoPacific's Vehicle Satisfaction Awards calculation, where over 44 different vehicle attributes are evaluated. However, the Overall Satisfaction ranking is significant as it is a sufficient measure to gauge how satisfied a buyer is with his or her new vehicle.
According to AutoPacific, MINI excelled in the following areas: image, front seat roominess, braking, handling gas mileage, instrument layout, controls, visibility, price, operating costs, resale value and general value. MINI as a brand wins 17 of 44 categories when compared to other European brands - a particularly significant statistic considering it has the lowest median transaction price ($23,000) of all European brands. MINI is satisfying to owners, particularly on an emotional level, suggesting a high price doesn't necessarily equate to high overall satisfaction.
"We're very pleased with the results of AutoPacific's survey," concluded Jack Pitney, Vice President, MINI USA. "MINI's success in the marketplace has been spectacular since we introduced the brand to the U.S. market. Our sales continue to be strong and this survey further supports what our customers have already been telling us through their purchase decisions."
MINI offers a compelling level of product substance with its unique and instantly recognizable design and razor-sharp reflexes that provides customers the emotional connection with a fun "motoring" experience. And MINI offers its options a-la-carte, giving customers the opportunity to individualize their MINI with countless configurations that can make each car truly unique. Additionally, MINI's viral marketing approach incorporates more non-traditional methods and a "cheeky" irreverence that continues to resonate with customers.
(July 06, 2004)