According to sources inside BMW and MINI, there has been a fairly momentous shift in attitudes and direction from the head honchos at Munich. Not surprisingly, the German automaker is constantly reviewing its business and marketing strategies, closely watching market trends and sculpting their future direction to suit. Despite BMWs apparent obsession with so called “Crossover” and SAV vehicle designs, and their traditional image of being a large, luxury car maker, bosses have recognised the trend for consumers around the globe, North America included, shifting towards people buying small, efficient vehicles.
What BMW also have recognised, in no small part thanks to the MINIs surprisingly great success, especially in the States, is when people “downsize” they don’t necessarily want to sacrifice quality or after sales service levels at the same time. BMW are intent to build on the reputation they have established with the current MINI range as a producer of unique “premium small cars”, which they are very proud to state is a niche the MINI range all but gave birth to. This means that even more than before parent company BMW will be looking at options to expand the MINI range and increase appeal to a wider group of potential MINI customers.
In the short term, the positive news for MINIs hometown is that BMW Plant Oxford are reportedly seeking to employ, or re-employ up to 500 temporary workers to cater for a predicted surge in demand for vehicles, starting May 2009. Apparently most, if not all, of those employed will be from the group of agency workers let go by BMW following reduced demand for production. It seems however that MINIs balancing act between supply and demand is paying dividends for both the company, and current MINI owners who have found used MINI demand increasing and used car values actually increasing month on month.
Tags: bmw, bmw group plant oxford, mini
[...] to (re)hire up to 500 workers…. Some positive employment news for BMW, MINI, and Oxford… BMW chiefs have seen the future. And it’s MINI. | theSwitchback MINI News & Reviews – MINI Flickring – MINI Tweeting – MINI Charity [...]