MINI Cooper Olympic global strategy to help BMW Group defend their share in auto market

Car maker BMW which saw its first fall in earnings in almost 3 years has used MINI as a flag bearer for the company’s image in the current Olympic Games. In accordance with this, there are more than 200 MINI vehiclesthat will be used for activities like moving around sports equipment, ferrying media crews as also ferrying athletes to and from media interviews. The current MINI version being used in the Games is the John Cooper Works GP version. This car model has the logo of the London Games on its roof.

Some of MINI’s competitors include Italian car maker Fiat which has launched the 500L in direct competition to the MINI. Peugeot which currently supplies engines for the MINI has launched the DS3 while Mercedes has increased its small car lineup to five from the current two. Daimler and Audi too have designed rival models to contest Mini’s position in the market.

Keeping all the competition in mind MINI has expanded its Paceman model and one can hope to see lower emissions and sportiness incorporated within vehicles designed with the Mini brand. Mini is looking to expand its range to 10 models which will help market competition and thereby influence healthy growth.