BMW 2003 Annual Report Download - page 164

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30
Opening up segments
Cheeky and unconventional. Communications for vehicle and brand are like the
MINI
itself. When it was launched in the United States, the
MINI
was a regular guest
at the hippest parties, was spotted on the stands at “Monday Night Football” and
adorned large-format banners on many an old building. In 2003, the
MINI
conquered
Hollywood and played the leading automobile role in “The Italian Job”. MINI
enthusiasts in the United States can get in touch with one another to share tips
and experiences via the MINI Owners’ Lounge on the Internet.
The MINI is a hit, and this is borne out by awareness levels, too. In the United
States, these figures show the MINI ahead of its competitors in what is still only
the second year following its introduction.