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Mini makes a decidedly male turn in China

The women-friendly brand is giving its cars masculine connotations to appeal to men

Published Fri, Jun 20, 2014 · 10:00 PM
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Shanghai

HOW much do women in China love BMW's Mini? Perhaps a bit too much for Mini's comfort.

Almost 80 per cent of Mini owners in China are women, the highest level among any car brand, JD Power & Associates estimates. Now, the company is taking pains to give its cars more masculine connotations. Hence the pool table in the Shanghai showroom, and the all-Mini road trip the company recently organised to Tibet.

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