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Redefining Car Ownership: Innovative Experience Design for MINI Cooper
Reasearch & Insights
Through a global ethnography and quantitative research across DACH, the UK, and North America, we uncovered key trends shaping the future of car ownership. Our study explored emerging models like car-sharing, subscriptions, and co-leasing, offering MINI valuable insights into consumer preferences and market gaps.
Strategic Shift
MINI’s ecosystem now centers on delivering experiences rather than just products. By embracing data-driven personalization and innovative services, MINI strengthens customer engagement, loyalty, and aligns with future market trends.
Driving Innovation
MINI’s ecosystem is built to continuously deliver value, adapt to changing consumer needs, and foster stronger relationships through a service-oriented approach. This shift allows MINI to anticipate customer needs and fuel ongoing innovation.
Tailored Solutions for Diverse Consumers
The new MINI experience accommodates varied consumer preferences, addressing financial, regional, and environmental factors, including initiatives that promote sustainability and support infrastructure for electric vehicles.
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