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Web posted
Tuesday, May 14, 2002
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Jill Parks loves her new retro-styled MINI Cooper. Parks, who waited
two years for the MINI to become available in the United States,
purchased the British-built compact car without even taking a test
drive.
--Stephen Berend/Savannah Morning News
The MINI's surprisingly roomy interior seats four passengers. However,
storage space is minimal. There's just enough room behind the back
seats for a large suitcase.
--Stephen Berend/Savannah Morning News
The MINI features a race-inspired interior with plenty of retro details.
--Stephen Berend/Savannah Morning News
The Skinny on the MINI
Closest authorized dealership: Tom Bush MINI in Jacksonville, Fla., (904) 371-4834. MINI of Charleston (843) 763-8403 is set to open in June.
Cost: Manufacturers Suggested Retail Price for a MINI Cooper is $16,850, and $19,850 for a MINI Cooper S.
Quickest way to get one in your garage: Head over to Critz, where the asking price for their lone MINI Cooper is $24,000.
For more information: Surf on over to www.miniusa.com where you can build your own mini, get payment information and find other U.S. dealerships.
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The newest British invasion
Retro model cars keep a'coming. Now the Brits are in on the act.
By Hermione Malone
Savannah Morning News
Jill Parks is enthusiastic about most things, her friends say, not the least of which is her new car.
The 2002 U.S. version of Britain's MINI Cooper is the latest object of her obsession.
The
tiny car, popularized largely in the 1960s and '70s, is back and
launched stateside sales on March 22. And Parks, 30, couldn't wait to
get her hands on one.
"It's a much better car than I thought it would be," gushed Parks.
"I've always liked the way that it looks. It's different (from) all
other cars on the road."
BMW Group's MINI Cooper is the latest reincarnation of retro cars once
again made trendy by baby boomers who ogled original versions as teens.
The vehicles are also raising eyebrows of young buyers who weren't yet
licensed drivers when those early models cruised the highways. The
Volkswagon Beetle, Chrysler PT Cruiser and Ford Thunderbird have all
made waves in recent years as original cars were redesigned and
reissued.
"I think a lot of it is the nostalgia taking place," said Lonnie
Miller, director of analytical solutions at Polk, a Michigan-based
automotive analysis company. "There's an emotional association."
As well, he said, car makers understand boomer buying power has grown, and they want a piece of it.
What better way than a tug at the old heartstrings?
"I think a lot of it has to do with the new styling," said Eric
Papacek, an analytic consultant with Polk. "They're also priced in the
right ballpark. (Younger buyers) can feel like they look trendy and are
driving something cool."
According to its 2001 study, Polk credited retro cars with beginning to
bridge the gap between young and old car buyers. The report revealed
that in the case of the new Beetle, for example, 18- to 34-year-olds
really bought into the design, one key goal of Volkswagon.
But the early adapters -- those who buy these newer models within the
first 12 to 15 months -- are still most likely to be baby boomers,
Miller said.
In Parks's case, it was British television, not a car-crazy America of the 1950s that led her to the MINI Cooper.
While watching reruns of the BBC comedy, "The Young Ones" on MTV in the '80s, Parks got her first glimpse of the car.
Having driven "the same rickety pick-up truck with no power steering
for the past six years," she found out about plans to sell the MINI
Cooper in the United States two years ago.
Immediately, Parks joined the e-mail and postal mailing list, and ultimately bought the car without ever test driving it.
"BMW wanted to come out with a car that it could sell to their younger
market," said Jacqueline Rowland, a MINI motoring adviser in
Jacksonville, Fla., where Parks purchased her car. "But mainly my sales
have been people in the 30 to 50s range."
In Savannah, Critz Motors has one 2002 MINI Cooper available for sale.
Purchased at an auction, the car has already received a lot of
attention.
"Everyone thinks it really cute and fun and it brings back a lot of
nostalgia from people who've lived overseas," said Richard Osborne, a
salesman. "A lot of guys who were stationed overseas had them. It's
really a conversation piece."
Parks says the car, though redesigned, is most true to the original when compared with other retro car models.
"This one still has that thing," she said.
That "thing" includes astonishing seating for four -- given the MINI's
diminutive appearance, a race-inspired console where the speedometer
dominates the center of the dash, and toggle switches that control
doors locks, windows and fog lamps.
There's also a digital readout that tells drivers how many miles until the car is due for its next service and oil change.
"They just put together a car for people who really like to drive. And I could just drive all day," Parks said.
Her reaction isn't unusual, said Rowland.
"It's phenomenal. People go nuts over the car. Everyone of my customers
has the biggest smile on their faces when they get out (of the car),"
she said.
It might have something to do with the long wait MINI Cooper owners must endure.
Parks waited two years. Rowland says it's now down to one year.
"BMW has set a limit on how many cars they're going to produce, so they
won't flood the market. You custom order exactly what you want on these
cars," she said.
That's not exactly happenstance, Miller said.
"It creates more excitement because it goes to the issue of selectivity," he said.
The Cooper will likely be joined by Chevrolet's redesigned Bel-Air,
unveiled at this year's North American International Auto Show in
Detroit.
Volkswagon has already published drafts of its Microbus concept car,
and Mazda plans to introduce a new version of its RX7, the RX8, Papacek
said.
The trend is only on the rise, Papacek said. Expect to see more retro models for the next five years at least.
Trends reporter Hermione Malone can be reached at hmalone@savannahnow.com or 652-0328.
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