MINI USA Competitive Audit

Emily YorkSummer 2013

BEAM Interactive

Volkswagen

Volkswagen is beginning to experiment with utilizing more digital platforms in the near future by releasing the mobile application Smileage. This application will encourage camaraderie around driving a VW as well as allow drivers to tell and share stories in real time.

VW uses social media on all platforms as an open book for drivers to share their stories. Doing this multiplies the reach and free impressions that the VW brand is getting.

Relies heavily on a “fun” community sentiment to drive their brand positioning.

Volkswagen Statistics

July 2013 Volkswagen of America sold 35,779 automobiles, a -3.3 percent decline from July 2012, which sold 37,014.

The 2013 YTD sales for Volkswagen are also down to 242,571 compared to 245,739 in 2012.

Toyota

Toyota has begun using a digital platform in their cars called Entune, giving the driver a multitude of mobile app options. These include Bing, iHeart radio, Pandora, Movietickets.com, and Open Table.

Toyota uses their website to place a very strong emphasis on what their company does for the community and the environment. A visible effort is made to express their accomplishments outside of the automotive industry on their website.

Toyota is shying away from advancing their sales goal and focusing more specifically on being an automotive company that makes quality vehicles. Toyota wants to display how high of a priority it is to them that their automobiles are of the highest quality for their valuable consumers.

Toyota Statistics

Although sales have increased for Toyota within the past year, market share has gone down.

Toyota is hoping to expand market share close to 17 percent.

In July 2013, Toyota sold 193,394 automobiles a 17.3. percent increase from 164,898 automobiles in 2012.

Total sales for 2013 have also increased since 2012.

This year the YTD sales for Toyota have been 1,210,994 automobiles, a 7.5 percent increase of 1,210,994 automobiles in 2012.

The 2013 July market share increased to 14.7 percent compared to 14.3 percent in 2012.

The total overall market share went down from 14.4 in 2012 to 14.2 in 2013.

FIAT

FIAT engages in a lot of promotional events and sweepstakes in order to gain awareness with their target market(s). Some of these include the FIAT song, the McDonald’s monopoly contest, the Call The Play sweepstakes, and the Jones Soda Company promotion.

FIAT seems to be targeting the diverse, young, free spirited, fun-loving people who want a car that is reasonably prized, environmentally friendly and unique.

FIAT Statistics

In July 2013 FIAT sold 3,783 vehicles and 2 percent increase from 3,710 vehicles in July 2012.

Total sales also increased, so far this year FIAT has sold 25,394 vehicles compared to 24,416 in 2012, a 4 percent increase.

Since it was put on the market July 4, 2013, the all-new Fiat 500L has sold 962 units.

Mazda

Mazda is known for having an international brand strategy and positioning which creates unification and coherence for customers around the globe.

Mazda has an app that is GPS powered so owners will never have to search around trying to find their car. The same app also rewards drivers with coupons and special offers for service.

Mazda provides very limited information about their car brand and history on their website. Instead the community page focuses on their social media platforms.

Mazda Statistics

In July 2013 Mazda USA sold 24,977 vehicles, a 29.4 percent increase from 19,300 vehicles in July 2012.

Total sales also increased, so far this year Mazda has sold 169,920 vehicles compared to 163,097 in 2012, a 4.2 percent increase.

Nissan

The Leaf is the poster child for innovation. Yet it brings the spunky, fun edge that Nissan wants to demonstrate to new and current customers.

This year Nissan combined a PlayStation virtual car racing experience with a real life driving academy competition. Over one million “players” entered from around the world.

Among many other automotive brands, Nissan appropriately incorporates their community service and leadership throughout the country.

Nissan requires potential customers to enter his or her zip code in order to build a model.

Nissan Statistics

In July 2013 Nissan USA sold 101,279 vehicles, a 16.8 percent increase from 86,722 in July of 2012.

Total sales also increased, so far this year Audi has sold 673,755 vehicles, a 10.4 percent increase from 610,066 in 2012.

Audi

Audi USA’s website breaks down four essential components of the company. These include importance in: design, intelligence, efficiency, and performance. Audi executes this by branding themselves as sporty, sophisticated and progressive.

Audi’s website emphasizes how strongly motorsport and performance influence their brand. Innovation and excellence in engineering is at the forefront of their company.

Audi is beginning to show some interest in automobile Internet capabilities with the Audi Connect system. This navigation tool enables in-car Internet connectivity for multiple passengers, efficiently fulfilling the needs of passengers during a journey.

Audi Statistics

In June 2013 Audi USA sold 13,706 vehicles, an 8.2 percent increase from 12,664 vehicles in June 2012.

Total sales also increased, so far this year Audi has sold 74,277 vehicles compared to 65,158 in 2012, a 14 percent increase.

The yearly percent market share has resumed at 1.0 as well as the total sales market share at 0.9.

Desktop

Volkswagen: B+

Toyota: B

FIAT: A

Mazda: B-

Nissan: A-

Audi: B+

Tablet

Volkswagen: B-

Toyota: A-

FIAT: A-

Mazda: B-

Nissan: B+

Audi: B+

Mobile

Volkswagen: B-

Toyota: B+

FIAT: A-

Mazda: B+

Nissan: A-

Audi: B

Opportunities for MINI All competitors have a Spanish version of the website except

Audi.

All competitors except for FIAT and Audi (since 2009) have designed CSR programs.

All car brands proudly demonstrated their environmentally conscious innovation (Leaf, Prius, 500e, SkyActiv Technology, TDI clean diesel, e-tron, Jetta Hybrid, and Touareg Hybrid)

MINI should stay aware of the many social media platforms that can be utilized to tell motoring stories and ensure that this process stays fun and fresh.

MINI could look into motorsport test drive contests or driving schools to keep people aware of this part of the brand.

Opportunities Continued

MINI could look into incorporating food and entertainment options in their mobile applications as well as a car finder based on GPS.

In addition to Virgin America MINI might want to explore more promotional, sweepstakes, or partnership opportunities in order to gain more awareness and interest in the brand.

Like the summer Olympics, MINI might want to develop an overarching international brand strategy.

MINI should make sure they have a balance of brand information and product information on their website.

Mini might want to encourage users to enter their ZIP code before building a model on the website.