With BMW brand rapid growth in China recently years, Mini, the brand sales were around 2 to 3 thousand annually, becomes almost 30 thousands mass market brand. However, rapid growth has not solved its channel building and quality problems. Reliable investigation of JD Power North America shows that Mini has sit at the bottom again. With 7 months, 2 senior manager left and dealer network building has not steeped any further. It all reminds BMW Group that it is time for Mini adjustment.
Recently, the famous third part investigation organization of North America JD Power has published he 2014 Vehicle Dependability Study. According to the study, BMW Mini brand takes the bottom seat among 32 brands with 185 problems every 100 cars in 2014. The industry average problems among 100 cars are 133. As early as year 2011, BMW Mini has taken the bottom seat before in the same study of JD Power.
As reporter found that Mini, as a typical small size automobile has remained behind the industry average for a long time. As early as year 2008, the report says industry average is 206 problems for every 100 cars. However, Mini gets 233. The industry average of 2009 is 170, but Mini gets 205. The figure for industry average of year 2010 is 150, but Mini gets 203. Year 2011, as it known, Mini gets 221 with 151 industry average, which is ranked bottom end. Year 2012, report says industry average problems for every 100 cars are 132, but Mini gets 161. Last year, Mini gets 150, which is still more than 126 industry average.
What's more attractive, U.S is always the most important market for Mini globally. According to statistics, Mini has sold 66,502 cars in 2013 in U.S, which slightly increases 0.6% over last year did.
As new market for Mini, China is another important strategic market. However, complains from customers are not many. FENG Shiming, automobile industry analyst tells reporter that "it is normal to have less complains than we thought. Mini, as a distinctive brand, attracts its big fan by its outstanding copy writing marketing. Most Mini buyers buy Mini because of its brand reputation. And they normally selectively ignore some problems of Mini."
Source:Gasgoo