| Masterful - that's how auto critics describe BMW | | | | close to their peaks, certainly in Europe," says Al |
| in connection with the manner by which it guides | | | | Bedwell, J.D.Power Automotive Forecasting |
| its Mini premium cars to achieve success in the | | | | analyst. |
| auto market share. | | | | Auto analysts affirm that Mini is a big thing in the |
| From its inception in 2001, Mini has already made | | | | United States. "Currently Mini sells in the states |
| money. The latest lineup of Mini, which will go on | | | | (about) the same number as in the U.K. The U.S. |
| sale this month in Europe to be followed by the | | | | sells seven times more cars than the U.K., so I'm |
| United States, is expected to deliver stable profit | | | | convinced there exists a lot of additional potential," |
| chain. | | | | says Ferdinand Dudenhoeffer, managing director |
| According to Dresdner Kleinwort, Frankfurt, | | | | of automotive consultants B&D Forecast of |
| Germany-based investment banker, "Mini earned | | | | Bochum. |
| net income of $148 million in 2003 for its owners | | | | In addition, auto analysts are saying that BMW |
| BMW, progressing steadily to $185 million in 2005 | | | | can benefit from the soaring mix of sales S, |
| and is likely to reach $260 million in 2007." Mini | | | | Cooper and basic Mini Ones. Parts Mini are now |
| started with modest sales target. On its initial | | | | being enhanced and made more sophisticated to |
| years, the target was 100,000 per annum. Then, | | | | hook car aficionados. |
| the number drastically grows to 120,000 and | | | | "And you are right. Mini is more of a fashion |
| eventually accelerated to 200,000 last year. | | | | luxury item and thus the concept is probably |
| "They (BMW) started the first Mini with a very | | | | better comparable to Porsche than to normal car |
| conservative production approach. After they | | | | business. Therefore I also think it is not about |
| realised the strong demand, they added capacity | | | | practicability, but customers buy the car to make |
| nearly overnight. So, I'm pretty sure that they've | | | | a statement," says Christoph Dolleschal, auto |
| again established a process which will allow pushing | | | | analyst with Dresdner Kleinwort. "Profitability wise |
| production beyond 300,000 cars if the customer | | | | the new Mini should do better than the old one. |
| demands," says Stephen Reitman, Merrill Lynch | | | | Pricing point is unchanged. However I think they've |
| European auto analyst. | | | | gained experience in production and simply are |
| Mini is expected to reach higher grounds. "The Mini | | | | able to produce the car cheaper than the |
| has been a phenomenal success, better than | | | | previous versions," he added. |
| anyone expected, including BMW, but sales are | | | | |