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ATLANTA One year after its U.S. launch, BMW’s Mini brand awareness has quadrupled, according to the automaker. Speaking at a meeting of the Automotive Press Association in Detroit today, client general manager Jack Pitney added that sales for the car have exceeded expectations by 50 percent.
Reminding his listeners that the car had launched without a national television campaign, Pitney credited a combination of innovative marketing and enthusiastic dealer participation, saying that brand awareness grew to 53 percent by December 2002, five months after the car launched in the U.S.
“Our
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