Targeting at those people who are young and trendy at heart, MINI China sold 9,170 cars in the first 11 months of this year.

Izzy Zhu, Head of MINI Brand Management, BMW China

BEIJING - Izzy Zhu, head of MINI Brand Management, BMW China, is in his early thirties, talkative and easy-going. Unlike many businessmen, exudes passion when describing a commercial idea.

"Localization by some companies is only on the surface. It fails to grasp the spirit," he said in the MINI showroom at BMW's China headquarters, a showcase of the MINI style - sharply contrasting yellow and black, accessories such as key chains and USB flash sticks, and round shapes everywhere.

The challenge Zhu faces from his office in Beijing is how to bridge the long distance and time from the origins of the MINI.

In 1956, war closed the Suez Canal and cut oil transport to Britain, so British Motor Corp employed renowned car designer Alec Issigonis to design a new car that saved fuel.

Big cars were then the trend in Britain, but Issigonis was clear - a smaller, far more economical car was needed. His idea was approved and in 1959 the MINI was born.

The feisty little car became a cultural icon in the '60s, capturing the spirit of freedom and adventure popular at the time.

In 1994, MINI was purchased by Germany luxury carmaker BMW Group. In 2000, it introduced a slightly bigger, more highly engineered version.

Today the MINI is popular in China, especially with young people, Zhu said.

"But it is not an easy task to promote the 50-year-old brand with deep roots in Western history and culture," Zhu said.

"Always Open" is the advertising slogan for the classic MINI CABRIO - but that does not convey much meaning in China if just translated word by word.

"Although locals know some English and can understand the phrase, they see it and find nothing special," Zhu said.

Noble, broad mind

So he and his team paraphrased it to jun zi tan dang dang - a Confucian idea that a noble person should have a broad mind.

"It's one of the most successful product communications for MINI CABRIO in China so far," Zhu said.

He also noted the slogan "Adhering to the MINI policy firmly for 50 years" used for brand's 50th anniversary series celebration in China, which was based on the famed call of "adhering to the reform and opening up policy firmly".

"It was an experiment to localize the brand," said Zhu. "Combining the Western and modern MINI spirit with local Chinese political discourse - that was a brave try."

Zhu said the slogan was rejected by authorities in some cities - because it was "politically sensitive" - "but most people smiled when seeing the words".

He said that the brand image of MINI is also in line with people's pursuit of personality.

In October, the new MINI family had a media gala in Shanghai - "The new MINI family reloaded". Fourteen disparate guests expressed their own understandings for the brand characters.

Surrounded by bunches of roses, Shen Xing, a hostess from Phoenix TV, spoke for a romantic white CLUBMAN.

A reporter from the station, Luqiu Luwei, who covered the Iraqi war in 2003, spoke for a handsome black MINI COOPER.

Auntie Chen, was one of the first owners of the MINI COOPER S in China. "I'm already over 60, but I would like to have a car that shows my real feeling at heart," she said.

An uneven road

Zhu admitted his road as the head of MINI China brand management has not always been smooth.

He had extensive experience in sales and marketing at several German companies before he joined BMW China. But in branding, he started from nothing.

"They chose me, and it was a gamble," Zhu recalled.

He took over the position from a German in 2008 when the auto market was hit by the world economic crisis.

When the economy is weak, the first things to be abandoned are showy, but impractical things - like the MINI in many Chinese people's minds, according to Zhu.

Some partners even asked to close MINI showrooms, because profits could not cover costs at the time.

"We had a very difficult time - all we could do was repeatedly talking with dealers to strengthen their confidence in the brand," Zhu said.

"MINI is more emotional" than other brands, according to Zhu. About 80 percent of its owners in China are fashionable women who enjoy good-looking things and usually don't care whether a car can seat four adults or just her and her pet.

"What we could do is to boost sales and promote the brand," said Zhu.

Zhu's MINI branding team in China has less than 10 young people aged from 23 to 34.

"I always tell my colleagues to express their ideas and suggestions freely, no matter what their level is," Zhu told reporters.

"I'm always trying to create an open and equal working environment," he added.

According to Zhu, the grand media show for the new MINI family this October and the upcoming national launch press for the MINI COUNTRYMAN in the first quarter of 2011 owe thanks to the young men and women in this team.

"We all have a special and strong passion for the MINI brand," Zhu said.

Zhu said he himself is one of "the angry young" who often criticize the wrongs in society and want to do something to make them better.

Such a characteristic is in keeping with the MINI spirit - following one's inner call and always young at heart.

From this January to November, MINI delivered 9,170 cars in China, up 140 percent from the previous year. There's no doubt that the annual sales will surpass 10,000 this year, Zhu said.

"With MINI's first 4S dealer just opened in Shanghai, and more in the following years, We will see a very positive business forecast for MINI, which is now leading China's luxury small car segment," he added.

China Daily