Mini does something very well that makes a lot of other automakers very, very jealous. Mini sells more accessories and features then anyone else in the industry. Little customization options offered by Mini are a cash cow for the company. Those 300 dollar racing stripes cost next to nothing to produce or apply. With ever shrinking margins a strategy like this makes more and more sense.
Dodge has seen this, and they want in. The new Dodge Dart is about to get a whole host of new packages and options. Want new wheels and badges? That will be $400 please. Hopefully, the additional revenue from these packages and options will help Chrysler make a greater profit on its slow starting (sales wise) Dart.
Using options to increase margins is not limited to “low market” cars however. Porsche is famous (or notorious, depending upon who is writing the check) for its exhaustive list of options. Many are disappointed to learn they will be expected to cough up extra for HID headlights on their $60,000 dollar car. Porsche can also customize your car for you though. Painted wheels, color matched seatbelts, a fire extinguisher in the interior, decals, badges, toolkits, or a number of other things, for a price.