... attacking new markets, a risky, but profitable strategy. This strategy began with the launch of the Z3 sports car, and more recently the Z8 sports car and X5 4x4 vehicle. The latest stage of this strategy is the launch of the Mini brand. BMW has not produced a small, affordable, 'lifestyle' vehicle since the days of the bubble car. The introduction of the mini range is the most risky of all BMWs strategies for growth. BMWs ability to inject personality, eccentricity, and fun into the Mini is the big risk. BMW is a not just a company, it is a brand. The BMW brand manufactures automobiles built on engineering precision, manufacturing excellence, and being German. As the adverts tell us all, a BMW is 'The Ultimate Driving Machine'. The Mini is also a brand. The Mini brand is built on personality, eccentricity, and being British. BMW cannot just re-badge, re-engineer and re-sell ...

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