In a way that the New Beetle did for Volkswagen or PT Cruiser did for Chrysler, the Mini Cooper and Cooper S will do for us. Unless we have some kind of awful downturn we re not expecting, Mini comes at a good time. Over time, we will have other derivatives. On the other hand, you certainly see a lot of Z3s, and that was supposed to be a small niche. We are oversubscribed for Mini.
Awareness is very low.
But it is surprising how many people do know about Mini in the United States baby boomers who backpacked through Europe and so on. It is not unknown. There were about 26,000 sold in the U.S. in the 60s. Indications are it will appeal to younger people. If the average BMW owner is in their 40s, Mini will be in the 20s and 30s.