MINI Study Finds Millennials Want to Make Their Car Their Own

While Summer driving may be in high gear, Millennials say they aren’t going anywhere unless their car matches their personality and their personal lifestyle choices. In fact, a new MINI USA survey done in collaboration with  CARAVAN ORC International revealed 21 percent of Millennials want more options to enable them to “make the car their own” while 39 percent have already shifted into second fashion gear by saying their current set of wheels is already a two-ton version of their persona.

This was, of course, a great opportunity for MINI to showcase its 10 million+ possibilities for making your car your own, in short. From racing stripes and premium upholstery finish options to contrasting roof and mirrors, MINI’s personalization options create a wider variety of possibilities than ever. What’s great about MINI’s choices is that they allow you to be creative, without limiting you in any way, allowing customers to design the perfect car for their taste.

“We’ve always known our consumers value creativity. In fact, the Company’s bi-annual cross country road trip, MINI TAKES THE STATES, is a testament to the thousands of ways owners can and will personalize their MINI,” said Patrick McKenna, Department Head, MINI Brand Communications, MINI USA. “You can walk through the parking lot of more than 500 MINIs and not one of them is the same.”

The survey was conducted among a sample of 1,017 adults comprising 505 men and 512 women 18 years of age and older. The survey was live on June 29-July 2, 2017 and also found that 21 percent of millennials say safety ratings play a role in their purchasing decision. That plays well for MINI as the Countryman was recently awarded the Top Safety Pick award by the IIHS following their extensive testing procedure. Furthermore, the study also showed that 42 percent of the millennial respondents consider cost is also a big factor when buying or leasing a vehicle, something all manufacturers should keep in mind.

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