MINI takes the States

Jim McDowell loves to say he is the Chief motorer of MINI, but he is stepping down. In what will be the last auto show as MINI”s chief motorer McDowell talked about MINI, the brand, the cult following and marketshare versus brand loyalty for the MINI brand.

McDowell has been clever and unique in his role as Chief Motorer. An iconic “non-corporate” leader McDowell has been at the Mini takes the States and been empathetic to the customer. Is this the brand loyalty he talks about?