MINI Cooper named "Best Small Specialty Car" in latest study

Strategic Vision's 2004 Total Value Index Gives MINI Cooper Second
Highest Rating Overall For the third consecutive year, the MINI Cooper
has achieved high scores in Strategic Vision's 2004 Total Value Index
(TVI). The index measures buyers' views of whether they received value
from their car purchase and is calculated by correlating all economic
issues against the quality of the ownership experience. Questioning
over 74,000 people for the Total Value Index, the MINI Cooper (813) was
named "Best Small Specialty Car" under $25,000 and came in as
the second model overall - only marginally behind the Toyota Prius
(817). The study measures both immediate economics such as value for
the money, affordability, price/deal offered, warranty, technical
innovation and standard equipment level, and also expected economics
which include durability, resale value, mileage, economical to own and
reliability. "What you get for your money," said Dr. Darrel
Edwards, Strategic Vision president, "is vital in the value
equation. A cheap price for a vehicle that doesn't stir the buyer's
values and emotions will never be more than a cheap vehicle. One with
strong perceived quality that scores well on the value factors will
make a buyer feel like a real winner who made a smart choice."
"We're very pleased with the results of this survey," said
Jack Pitney, vice president, MINI USA. "MINI instills a strong
sense of passion in our customers and this survey helps to underscore
the value we that provide to our customer throughout the complete
ownership experience." Buyers participating in the study purchased
their new vehicles between October 2003 and March 2004. They had at
least 90 days of ownership experience before being questioned. All
Total Value Award winners had to be 2004 models.