In China, more than 80 percent of Mini owners are women, according to estimates from J.D. Power & Associates. BMW is reportedly worried about this and is trying to lure more male buyers.
“You don’t want to tip into being a girlie car. Not only do you alienate the men, you actually alienate a lot of women, because a lot of women won’t want to buy a feminine brand,” Sean Green, head of Mini’s China business, told Detroit News.
China is the fourth-largest market for Mini after the United States, United Kingdom and Germany, with Mini being a rival for Daimler AG’s Smart brand, the Fiat 500 and VW Beetle.
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