Will The Shift Hit The Fans?

Being a long-time fan of manual transmissions, I ¬†was pleased to see that Mini is running a campaign urging American’s to go for the stick instead of the automatic. Although some estimates say American’s who choose automatics make up 84% of drivers, Mini states that they have one of the highest percentage of stick drivers among their owners.

So offering a $500 rebate to purchase a manual and touting the gas-saving benefits as well as the exhilaration-increasing benefits, seems like a good idea. I’m curious what effect this will have on any non-manual drivers out there.

For drivers who learned on manual but later moved to auto for convenience, it may make them think about the fun they used to have. I doubt many young drivers are learning on manual these days, though I’ve always felt you should know how just in case you have to drive someone else’s car in an emergency. For me, I’m sticking with the stick. After 35 years, I’m starting to get the hang of it.

This entry was posted in Advertising, Automotive, Brand Equity, internet marketing, Marketing Tactics. Bookmark the permalink.

Leave a Reply

Your email address will not be published. Required fields are marked *