The Rover MINI is a squat, boxy car that was designed in the late 1950s when the Suez Canal crisis prompted gas rationing in Europe (if you are not familiar with the car, check out its website:

www.mini.co.uk). These days, the brand is owned by the BMW Group.

The MINI sells for between 1.8 million yen and 2.4 million yen (85 yen equals around US$1). A Japanese model of the same size costs about half that. Yet the MINI has many takers. The MINI rarely does TV ads; instead it relies on word of mouth. Despite the price tag and little advertising, the BMW Group sells more Minis in Japan than anywhere else in the world. The car has been far more successful in Japan than many other imported car marques. What factors do you think might explain the Rover Mini's success in Japan?