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Fifty years ago, the chinese majority was only riding a bicycle. But now it´s becoming THE global player and everybody there loves “bigger, bolder and better”.
SUV´s and limousines are the cars of choice and the MINI is actually called “the Mistress car.” So how do you teach the chinese consumer, that MINI is around since 50 years and has a legacy of races won, pop culture and lifestyle? We sent the consumer back to school. Literally. |