Consumer insight behind Coscharis’ launch of Mini in Nigeria’s market

Leveraging on consumer insight through research, Coscharis Group has entered into a new franchise with BMW to market Mini, a new auto product, which according to Coscharis, is suitable for the Nigerian market.

The company, which says it is looking into the future by the introduction of the Mini, notes the new product gives customers the access and opportunity to do things a little bit different.

“Mini is a product that was made by guys who have open mind, people who are willing to think and people who are willing to challenge their imagination and people who are not limiting themselves with the knowledge they already know, but people who want to further do new things,” Cosmas Maduka, CEO of Coscharis, said at the launching of the product in Lagos, recently.

According to him, the future starts now with the franchise of Mini and its launch; both being part of Coscharis drive to incessantly reinvent the company and its auto brands’ portfolio. Under the brand portfolio, he explained that the company has the Mini (Hatch), the Mini Clubman, the Mini Convertible, the Mini Countryman, the Mini Coupé, and the Mini Roadster. The new Mini Paceman will be unveiled at a later stage in 2013.

To him, the company is showing that it has the potential to continue to exploit the high value-added auto sector.

“Since 2001, the Mini brand has been part of the BMW Group and is today the most exciting premium small car brand in the world. Mini is represented in more than 100 countries and in Nigeria it is represented by Coscharis Motors. So far, it has sold over 2.4 million cars until December 2012, in those countries,” he said.

Mini combines an agile ‘Go-kart’ handling as its most natural characteristic with cutting-edge efficiency and uncompromising premium quality. “Mini has established itself around the world as a symbol of urban driving fun and an indispensable element in its driver’s mobile lifestyle. Initially, Mini had only one car concept – its core model the Mini. Over the last 10 years, this one car concept grew and matured to a whole product family.