Millennials are the focus of British automaker MINI on their new move. The company conducted a survey involving 1,000 individuals, who revealed that the Generation Y, a.k.a. the Millennials, opt for a car that speaks for their personality and lifestyle.
In the survey, 21% of Millennials said they want to have more options to personalize their car according to their own preference. On the other hand, 39% of them said it's the set of wheels that mirrors their persona.
MINI wants to take away the woes of Millennials by offering 10 million ways to personalize a unit. From racing stripes, contrasting roof and mirror finishes to premium upholstery options, a customer may freely express him/herself on a MINI car.
Meanwhile, additional findings revealed that 21% of Millennials consider safety as part of their purchasing decision, while 42% are very mindful of the cost when buying or leasing a car. So, does this suggest that MINI will make its vehicles meet the Millennial price range? We’re down for that, who’s not?