We explore the rise and evolution of the globally popular Mini and what makes this iconic brand so popular.
Mini In Japan
Way back in the 1950's in the UK, there was a car-buying clamour for a small affordable car brought on by the Suez oil crisis around that time. Thus in 1959 the first Mini rolled off the production line and the rest, as they say, is history.
Time moves on and the brand of Mini has been German owned for many years now but that hasn't dampened the enthusiasm for the Mini ideal. With its automotive history the Mini remains as British as it has always been, only now enhanced by better engineering. The fact that the cars have grown in size seems to have made no impact on sales.
The small car has always been popular in Japan, especially in busy and crowded urban areas. This is evidenced by the uniquely Japanese Kei Cars, tiny low-power vehicles that sell like hot cakes. Thus, like other European brands, Mini remains firmly in its own niche, standing out as a brand that has remained true to its origins while understanding and adapting to the tastes of local Japanese customers.
BMW introduced the new Mini to Japan in 2002 where it was immediately popular, selling 10,000 units in the first year. Sales have more than doubled that recently and this means a good supply of used variants are available. Japan has an appreciation of the car’s "British" ethos although there are some cultural differences. In Europe, Mini tends to find favour with female drivers. In Japan, it is apparently men who make up the majority of the buying market, often in their forties and upwards. This goes some way to explaining the overall appeal of this unique car.
It seems to be that the Mini appeals to those who are young at heart and active socially. Buying Mini is seen to imply a willingness to express themselves, just as youthful buyers did sixty years ago and why the Mini was very much an emblem of the 'Swinging Sixties'.
Mini Now
BMW, Mini’s parent company, is trying to ensure the brand speaks in a unified voice globally, developing enduring popularity, yet it does not aim to compete on the same level as Japanese automotive brands. Rather it is there to compete with other European models like the Audi A3, the Volkswagen Polo and the Golf.
Ultimately, the appeal of the Mini is down to its usability. Bigger than they used to be they still offer a compact footprint, ideal for urban and suburban drivers, anywhere.
This popularity means that the used car market for the Mini brand is strong which is where we at MHH Japanese Cars come in. Specialising in the exporting of cars from Japan, any buyer interested in the Mini experience can contact us. Buying safely from stock or at auction on our customers behalf we offer a complete customer package. Mini is available now via our website.
Get in touch with us at MHH Japanese Cars for more details.
