Personalization continues to be key “driver” in millennials’ when purchasing an automobile

While Summer driving may be in high gear, Millennials say they aren’t going anywhere unless their car matches their personality and their personal lifestyle choices. In fact, a new MINI USA/CARAVAN® ORC International survey of over 1,000 Americans revealed 21 percent of Millennials want MORE options to enable them to “make the car their own” while 39 percent have already shifted into second fashion gear by saying their current set of wheels is already a two-ton version of their persona.

Fret not, Millennials. Always tuned-in to customers’ needs, MINI offers over 10 million personalization options ensuring every driver is happy with his or her vehicle. From racing stripes and premium upholstery finish options to contrasting roof and mirrors, MINI’s personalization options ensure every car is an authentic and custom design.

“We’ve always known our consumers value creativity. In fact, the Company’s bi-annual cross country road trip, MINI TAKES THE STATES, is a testament to the thousands of ways owners can and will personalize their MINI,” said Patrick McKenna, Department Head, MINI Brand Communications, MINI USA. “You can walk through the parking lot of more than 500 MINIs and not one of them is the same.”

Additional key findings from the survey include:

• Safety: 21 percent of Millennials say safety ratings play a role in their purchasing decisions.
• Cost: 42 percent of Millennials surveyed confirm that cost is a factor when buying or leasing a vehicle.

Tags: Millennials, purchasing an automobile
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