What Makes Mini Marketing Great? Pt. 2

Mini's limited production, itself, has been turned into an advantage for buyers.

Since Mini Cooper and Mini Cooper S's are in short supply, buyers can custom accessorize their Mini to their specific tastes. Numerous design and comfort options can be specified when ordering.

When the resulting car arrives, it has been basically custom-built built to the owner's specifications, adding to the car's uniqueness and--hence--desirability. Since the owner's have "bought into" their car when ordering, they are far more likely to profess their satisfaction than owners of cars identical to thousands of other cars imported into the United States.