Beloved by Chinese women, BMW’s Mini targets men
Jun 22, 2014
How much do women in China love BMW’s Mini? Perhaps a bit too much for Mini’s comfort.Almost 80 percent of Mini owners in China are women, the highest level among any car brand, J.D. Power & Associates estimates. Now, the company is taking pains to give its cars more masculine connotations. Hence the pool table in the Shanghai showroom, and the all-Mini road trip the company recently organized to Tibet.“You don’t want to tip into being a girlie car,” Sean Green, head of Mini’s China business, sa