In the future, Customers of the brand would, the marketing people mused, call on MINI for a much larger shares of personal services, going beyond transport and tailored to their personal requirements where they are, day or night. The MINI of the future would be available 24/7, picking its driver up from their desired location in a fully automated way, and adapting itself to the driver’s individual tastes, interests and preferences.
As to the attitudes based on the research made by Simms and Trott, Mini’s customers most of all perceive Mini as a sporty, fun, and fashionable brand in addition to an historical iconic association (2006, pp.231- 234). p.19
Tom Salkow- sky, Mini's marketing chief, said it's a continuation of the brand's long-time strategy of turning left while the rest of the auto companies turn right. p.20