![]() ![]() These can be changed at any time in five stages from warm orange to sporting blue, depending on personal taste – quite mad, but undeniably funky. “A panel of toggle switches in the roof lining allows the driver to switch the colors of the lights in said roof lining the door storage pockets and the grab handle recesses. Another important feature of the new Mini is the optional lights package which features custom ambient illumination. Higher-quality cabin, more comfortable seating and comfortable interior controls are some other major changes of the 2009 model Mini cooper. With turbocharged engine, upgraded brake system, increased stability control and sporty look, the 2009 model of Mini Cooper looks far better in appearance and functioning. Stellar fuel economy, sharp handling, excellent all-around performance in S and John Cooper Works trims, endearing retro styling etc are the major features of the 2009 model of Mini Cooper’ (2009 MINI Cooper Review). ‘A marvelous marriage of British character and German know-how, the 2009 Mini Cooper is stylish, fun to drive and remarkably good on gas. For an additional $500, people can purchase a Mini Cooper with stability control that will help keep the car on track in an emergency situation. Moreover, it comes with six airbags (front, side, headliner), while its competitors only has standard front airbags. It has defeated its competitors in most of the road tests and also excelled in National Highway Traffic Safety Administration crash tests. Mini Cooper excels in safety features also compared to its competitors. Its hatch layout is well designed, with a low well for groceries and with seat uprights that flip forward 50/50. Mini Cooper is not only attractive in appearance, but it is filled with lot of useful features which other cars of same type may not possess. And besides, BMW is a prestigious brand, so it’s not as if you’re getting second hand Daewoo stuff in your Mini” ( Frank). ![]() In truth, some of the components are gently massaged BMW parts, but that’s not really obvious. “From the toggle switches for the windows and fog lights to the rocker buttons for the fan-speed controls, every switch and dial in the Mini feels of a piece with Mini and only the Mini. This paper briefly analyses the features of Mini cooper and the brand and marketing strategies adopted by BMW for marketing their product mini cooper in international market. The manufacturer BMW has created waves of innovation in marketing and advertising strategies adopted for their car Mini Cooper which captured the attraction of the worldwide people. Mini Cooper has attracted world not only because of the unique features, but because of the innovative marketing strategies as well. ![]()
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