What Makes Mini Marketing Great? Pt. 1

The marketing program run by BMW's Mini Cooper division runs counter to the prevailing winds in many ways.

At a time when the larger automobile manufacturers are saturating the market with a near-endless supply of near-identical cars, the Mini is doing the exact opposite.

For example, limited production is keeping the Mini in short supply. This maintains prices (and profits) for Mini dealers and eliminates the inventory problems plaguging many automobile brands.