25 years ago MINI landed on the Italian market. September 2001: since its launch in our country under the management of the BMW Group, the British brand has recorded an extraordinary commercial success, surpassing a total of 480,000 units delivered, of which 350,000 are still circulating today. The first model, in just four years, exceeded 86,000 units sold in the country, immediately making Italy one of the reference markets globally.
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MINI celebrates 25 years in Italy
Alongside the classic Hatch versions, strategic successes such as the MINI Countryman have joined, which for example represents 48% of the brand’s total sales in Italy. Year after year, the brand has made further progress also in terms of renewing the range: in recent years, MINI has expanded the offer of electric powertrains, first with the arrival of the Cooper SE and then with the zero-emission Countryman and the Aceman. Thanks to these vehicles, the percentage of purely electric model sales in Italy has risen to 10%. The John Cooper Works range is also highly appreciated by the Italian public, representing almost 10% of total volumes from 2001 to today.
Diverse clientele
MINI has also outlined a typical profile of its customers. The Italian clientele is mainly composed of men (63%), with a significant female presence (37%). The iconic design and refined aesthetics are among the most appreciated features, along with performance, comfort, and ease of driving. The brand’s customers also show a strong inclination for travel, sports, and outdoor activities, confirming MINI’s role as an expression of individuality and an ideal companion for experiencing life inside and outside the city.
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