What really matters to today’s auto shoppers? What do they care about most when looking to buy a new MINI? You might be surprised. According to a recent survey commissioned by MINI, it all comes down to personalization, making the power of MINI Cooper customization absolutely essential in today’s market.
About the Survey
The market research firm Engine handled the survey, looking for car shopping trends both among general consumers and millennials alike. Their results are based on a sample size of 1,003 adults, half men and half women, all of whom were eighteen or older. The survey was conducted in November of 2018.
Customizing for Men More Than Women
The survey results found men ranked customization as two times more important than women, and millennials, more than anyone else, were looking for some serious options, particularly within the car’s technology and infotainment choices. A close second to the need for customization was the demand for interior comfort and style.
Nearly 59% of those responding, though, really looked for the ability to personalize a vehicle, not just in the world of wheels and color choices, but also in many other areas.
Why It Matters to MINI
MINI has long looked toward offering customers a variety of options. The goal with the entire vehicle line has been to encourage customers to make the car their own, and with continual redesigns and added options, many have been able to do just that.
The Reality of Today’s Car Buying Market
In a world where nearly every commercial claims people want bigger and better SUVs and trucks that provide cargo space, the simple reality is that today’s shoppers want so much more. They’re looking for something MINI has been offering for years – better personalization. So, if that’s at the top of your priority list, too, maybe it’s time to lease or buy a new MINI.