MINI Celebrates 10 Years of American Motoring

PEABODY, MASS. (03/22/2012)(readMedia)-- In March 2002, a car smaller and quirkier than the average sedan touched down on American pavement: the MINI Cooper. Ten years later, MINI is celebrating what has become a highly successful decade in the United States, with its lineup now including six models complete with a variety of trims and accessories for enthusiasts visiting MINI dealerships.

Many of the first American MINIs found homes on the streets of Massachusetts thanks to Greater Boston MINI dealership MINI of Peabody. A part of the Lyon-Waugh Auto Group of dealerships, MINI of Peabody set up shop at its original location in early 2002. The dealership subsequently became one of the first ambassadors of the British brand, delivering the very first U.S. MINI Cooper that March.

"It was a risk bringing the MINI brand over to the U.S. market, where large pickups and SUVs dominated for so long," said Marshal Cabot, general manager of MINI of Peabody. "While some doubted that the MINI Cooper would be accepted stateside, Lyon-Waugh's founders knew that its striking style and unparalleled handling would draw in drivers looking for something fresh and fun."

After MINI of Peabody opened its doors a decade ago, it quickly became the nation's volume leader in sales. In 2002, 2003 and 2004, the dealership sold the most new MINIs of any dealer in the United States. MINI of Peabody has continued to receive accolades over the years, including the 2009 MINI Motoring Cup, an annual award that recognizes the MINI dealership with the highest sales and top customer-service satisfaction in the country.

MINI dealerships across the United States were recently recognized for outstanding vehicle-service satisfaction in the J.D. Power and Associates 2012 U.S. Customer Service Index (CSI) Study. Earning a score of 809 out of 1,000, MINI dealers ranked highest among mass-market brands for the second-consecutive year. Helping put MINI over the top were its impressive ratings in the categories of service quality, service advisor, service facility and vehicle pick-up.

For its 2012 CSI Study, J.D. Power surveyed owners of vehicles three or fewer years old. In addition to determining the top auto brands when it comes to service, the research found that, on average, customers are more satisfied with maintenance or repairs completed by dealerships than work done by independent facilities. The CSI Study also noted that an increasing percentage of drivers are opting to go to dealerships for their service needs: Seventy-nine percent of current service visits occur at dealerships, up from 74 percent last year.

"Service is more than just fixing dents and changing oil," added Cabot. "Good service means listening to concerns, using modern technology to diagnose and resolve problems, and making sure that every customer leaves happy. That's what we aim to do every day at MINI of Peabody."

About MINI of Peabody:

Since 2002, MINI of Peabody has been the leading source for new and used MINI vehicles in Northern New England. Their dedication to professional, friendly customer service allowed them to win the 2009 MINI Motoring Cup, a national award presented to the dealership that has the highest sales and customer satisfaction. Their new location in Peabody offers a state-of-the art service center and an expanded selection of MINI parts and accessories. See their MINI inventory or schedule a service appointment at www.minipeabody.com, call (877) 212-9727, like them on at www.facebook.com/miniofpeabody or visit their new showroom at 209 Andover Street (Route 114) in Peabody, Massachusetts.