BMW's Mini brand is looking to diversify its consumer base by attracting more male buyers. According to a report appearing on ynet.com, BMW Mini China Brand Manager Zhu Jiang stated that the manufacturer is planning to give the entire Mini brand a facelift to make it more "sporty" and "masculine". Mr. Zhu made the remarks at an event marking the market debut of the Mini Coupé and Roadster.

According to Mr. Zhu, the Coupé and Roadster (pictured) are aimed at increasing number of male consumers in the market for high-end small cars. These buyers are looking for a more individual, more modern and more nimble car that has a full sports car pedigree, regardless of whether it is a convertible or hardtop.

When asked whether or not Mini would be bringing over the more 'masculine' manual transmission for its models, Mr. Zhu, who personally is looking forward to such an option, said that Mini still needs to consider market demand before making a decision. Mr. Zhu was keen to emphasize that Mini will be very attentive to any changes in consumer demand regarding the availability of manual transmissions. However, he pointed out that the market for manual transmissions, albeit rapidly increasing, was still very small.

Mr. Zhu also hinted at the possibility of John Cooper Works variants of its models being brought over, stating that the high-end models are a further step in capitalizing on unearthed market potential.

Mini, which has only recently came to China, originally saw the vast majority of its purchases come from female customers, with women making 90 percent to 95 percent of its consumer base. That number of male buyers has been increasing over the years, with Mr. Zhu estimating the current ratio between males and females at three to seven.

Source:gasgoo.com