Shiny happy MINI people

MANILA, Philippines - At the grand, two-night launch of the MINI Global City showroom, executives and marketing people alike were decidedly relaxed and having genuine fun. Ties were ditched in favor of black shirts as wine gave way to beer and cocktail creations.

While any event of this sort is an occasion for merriment, the dressing down and informality at the MINI unveiling was no accident. It was contrived as the perfect welcoming party for the formal arrival of the “happy car” – the MINI.

“It’s a naughty car that makes you feel young again,” declared BMW Group Sales and Marketing VP for Importer Markets Graeme Grieve, who flew in for the occasion. In case you’re wondering, BMW took control of the Rover Group – which included the MINI – way back in 1994.

The Mini is actually no stranger to local thoroughfares. Many of us have doubtless seen curious specimens zipping along with a sense of overachievement and an unmistakable sense of, well, joy. Along with the Volkswagen Beetle, the Mini is the iconic oddity that never fails to attract attention. But, truth be told, the Mini clearly holds the edge in snob appeal over its German counterpart. Mr. Bean’s ride trounces Herbie as the premier small car – packing in performance and pedigree in a petite frame.

That is why for Willy Tee Ten, president of RP’s MINI importer British United Automobiles, Inc., the long wait for the little fellow was well worth it. His dreams of a MINI dealership began in 2005 – one sustained by the excitement of people he would ask in informal (pardon the pun) MINI surveys. “There was a significant gray market already,” Tee Ten said. “It made a lot of sense to go for it. I heard a lot of people say that the MINI is their dream car. Even then we were confident that it would do well.”

With the wait over, fans and devotees can choose from the following locally available locally variants: the MINI Cooper, the MINI Cooper S (S for supercharged), the MINI Cooper Cabrio, the MINI Cooper S Cabrio, and the MINI Cooper Clubman.

Grieve volunteered that the decision to bring MINI into the Philippines means that the market here meets certain criteria. “We’re very careful about the MINI,” he said. “We want to make sure there’s a right environment for the car. MINI buyers come from a broad range of backgrounds but all fairly unique in the sense that they have a real emotional connection with the brand and the car. We want to make sure that, commercially, there’s a good base. In the Philippines, we’ve seen that there’s a good knowledge of MINI and a strong following. There’s clearly a passion.”

“Everybody loves a MINI,” Tee Ten joined. “It’s the second most recognizable car after the Ferrari. And Enzo Ferrari has a MINI. What does that tell you? If you talk about computers, it’s the Mac. If you talk about music, it’s the i-Pod. It’s more expensive, but people still want to buy it.”

With price tags of P1.8 to P2.9 million, Tee Ten knows who will patronize the dealership. “Right now, our markets is AB,” he averred. “But eventuially, we are seeing it extend to C because our pricing is very competitive.” Again, they are banking on the almost cultish following of this diminutive yet immensely popular vehicle.

Just how popular is the MINI in the Philippines? Well, let’s just say you can’t even ascertain just who the “average” buyer is. Tee Ten said with a smile: “I’m very amazed that there is no profile to speak of. We have young and old buyers, men and women… everyone.”

This defies the oft-held impression that Filipinos have taken a liking for bigger cars (read: SUV). “Even as I knew we would do well, I found the buyer profile surprising,” averred Tee Ten. “There was a measure of risk we took by bringing MINI into the country, but then the MINI is really an iconic vehicle. We are counting on the following of an, again, increasingly emotional and expressive market.”

Indeed, in the span of a month beginning last December 20, MINI Global City has sold (count ‘em, as of presstime) 50 units. That means even the Coops on container ships at sea are already spoken for before they get here. Tee Ten observed that the number 50 is doubly auspicious as the brand celebrates 50 years.

Grieve said that the first six months of the dealership is going to be a crucial one, as they observe how the market takes to the vehicle in terms of sales volume. But all signs point to a healthy love affair between the Filipinos and the MINI. Grieve also said that they have found an ideal partner in British United Automobiles, Inc.

“They understand their customers really well, and they’re very creative,” underscored Grieve.

For instance, MINI Global City has instituted a unique practice that asks for customers to name their car. Yup, you read that right. So if you choose the name Margareth for your car, and you want to bring her in for a routine checkup, you’d only need to say something like, “Margareth will be in today at 8 a.m.” No need to mention your name or even the plate number of your MINI, er, Margareth. Neat, huh?

“As far as we know, we’re the first MINI dealership – any dealership, in fact -- in the whole world to think of something like this,” said Tee Ten. This kind of personal, creative touch augers well for owners and soon-to-be owners of this very happy car.

That’s such a funky thing, a fantastic concept!” declared Grieve, as he revealed that MINI fans have reason to be more excited this year. A MINI crossover vehicle is in the pipeline, as well as a MINI roadster and MINI coupe. “Clearly, MINI’s gone from one product to a range of vehicles,” he said. “This certainly allows us to explore marketing opportunities that weren’t possible before.”

Such a long and exciting journey, indeed, for a car that had humble beginnings.

“It was designed as an economical, space saving car, not as an icon that it has now become,” concluded Grieve.

A happy icon, we hasten to add.

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MINI Global City is located at the corner of 5th Ave. and 26th Sts. Bonifacio Global City, Taguig. Visit www.MINI.com.ph for more details.