My girlfriend drives a Mini, and now I understand brand evangelism
13 08 2008Here’s why:
- At a movie, baseball game or restaurant, she spontaneously sighs and says, “I seriously love my car.”
- When another Mini driver stops to check out her car, she says, “That’s such a Mini-owner thing to do.” “What?” I ask. “You wouldn’t understand.”
- She spent over an hour reviewing the care pack Mini sent her – and smiled as she lovingly turned every page.
- Every time she makes a U-turn, I get to hear the speech about how superior her Mini is (to my car) and how my car could never do what her car can do so smoothly.
- Ditto parking, turning, stopping or packing luggage.
- She actually waves at other Mini owners. And they actually wave back. Even in New York. I am not making this up.
- If she brakes hard and says, “Are you OK?” I know not to respond. She’s talking to her car.
- She wants to attend Mini-related events and regularly Googles them.
- Yesterday, after borrowing my car for the day, she said, “Your car is over-sized and clumsy. I feel at one with my car. I know how it moves, and how it responds to the rain.”
- When asked what she likes about her car, she says – without rehearsal – “Its awesome design; it feels cool, trendy and compact; it has great handling; it makes super-safe turns; its width-to-height proportion, like a bulldog’s stance; the huge trunk space; it’s easy to drive; it has a vintage design, but I know it’s a BMW; I feel safe in it; if anything happens, Mini roadside assistance will come pick me up.








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