Abstract
This paper will outline the story behind the making of the modern day BMW cars. It all started on a beautiful day in 1957 when Alexander Arnold Constantine Issigonis drew a car in the shape of a shoebox with a stroke of the pen on a restaurant tablecloth. At that time, little did he know that he had just triggered a revolution in the automotive car design. By inventing a new and original concept, his new product "The Mini" had jolted the automotive industry and made us believe how less we knew about the motor car construction. However, at the dawn of the 21st century, the Mini nearly withdrew from the market. Later, in 1999, the German automobile giant BMW undertook the brand Mini in its portfolio. It attempted to redo the Mini version and the modern version of this cult car appeared in 2001, nearly forty years after its birth. Let us look into the strategy chosen by BMW for the launch of this wonder car.
