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Mini is saved by girls

5 February 1987

From the archive: It's February 1987, and Rover announces that the Mini was saved from oblivion by positive market research following one of the most famous seasonal car adverts ever run...


DAILY EXPRESS
By Barry Devney

The Mini car has won a reprieve - due to the abiding love of women drivers. It was due to be scrapped next month after 27 years. But market research has shown that women are still clamouring for the snappy little vehicle. So much so, that Minis will roll off the production line until at least 1991 and weekly output will rise from 650 a week to 750. Rover Group chairman Mr Graham Day, said research showed that 7 out of 10 Mini buyers are city-dwelling women aged 20 to 39.

"Women treat their Mini cars with affection and have pet, names for them," said Mr Day.

At Christmas , the Rover Group ran a TV advertising campaign showing two Minis driving up to each other and stopping just as their noses "kissed" under a mistletoe bough. And sales for January jumped to 1,200 - 21 per cent up on last year.

More news from the archive

Mon, 02 Feb 1987
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Tue, 03 Feb 1987
THE GUARDIAN Andrew Cornelius examines the factors behind the government's imminent decision on funding Ministers are on the verge...
Thu, 05 Feb 1987
THE GUARDIAN By Andrew Cornelius, Industrial Correspondent The Mini, one of the most popular cars ever made in Britain, has been saved...
Thu, 05 Feb 1987
NEW YORK TIMES The Rover Group, the British automobile maker, is holding talks with the Dutch company DAF and the American concern...
Thu, 05 Feb 1987
DAILY EXPRESS Leyland Trucks looks certain to b e sold to a foreign competitor within the month. Negotiations are taking place with...
Sat, 14 Feb 1987
DAILY EXPRESS Austin Rover is to take on 500 more workers at its Cowley, Oxford, car plant to cope with a sales boom. The move follows...
Thu, 19 Feb 1987
DAILY EXPRESS Dutch Company Favourite To Take-over Loss Maker The Government was at the centre of a row last night over plans to sell...
Fri, 20 Feb 1987
DAILY EXPRESS By Robert Gibson Political Corresspondent The Government claimed yesterday it was saving Rover Group' s life by selling...
Fri, 20 Feb 1987
By David Benson Motoring Editor STRIFE-HIT Leyland Trucks has been losing £2 million a week because of a recession in w o r ld markets...
Tue, 24 Feb 1987
DAILY EXPRESS More than half the shares in luxury car-maker Jaguar, poised to launch its new XJ40 in the U.S., are now held by Americans,...
 

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