The relaunch of the brand under the umbrella of the BMW Group also created a new market segment: the “premium small car”.
Customers opting for a small car with low fuel consumption could now combine this with highest standards of quality and engineering, as well as the chance to express their own individual style. In the meantime, MINI has become a byword for trend-conscious, stimulating and sustainable mobility, and the USA has become the MINI’s number one international market.
https://www.youtube.com/watch?v=6qY9UbAi2oE