MINI USA February Sales Down 23.7%
MINI USA February monthly sales dropped for every model but the Clubman when compared to the same month in 2015. And in February last year, only two Clubmans (Clubmen?) were sold due to the model phase out, so even that bit of good news is somewhat of a statistical anomaly. Right now, MINI is only a four model car company for all intents and purposes. The convertible can’t come fast enough! But convertables are notoriously poor winter sellers, so even if MINI had managed to move a couple hundred, the brand still would have been down.
And this month, most of the Light Vehicle industry is pretty happy, with February year-on-year sales growth of 6.8%: lower gas prices, a good President’s Day weekend as well as improved consumer outlook are all contributing to a record-setting annual sales forecast. To rub salt into the wound, the decline in MINI sales is the largest of any brand in Matt’s MINI Index. The MMI for February declined 5.8% This isn’t entirely surprising as US car buying tendencies shift to larger vehicles (SUVs and full sized Pickups) when gas prices are low. But the decline for MINI is more than Smart USA, Fiat and even VW, a company still plagued by their emissions scandal as well as their ham-fisted responses.
Here at MotoringFile, these numbers are a bit surprising. The new Clubman is getting very good reviews. And both the 2-door and 4-door hardtops are very capable cars, full of the newest cabin technology. But it’s also obvious that the Countryman is well past it’s sell-by date and drastically needs it’s refresh. Used vehicle sales were up for the brand though. Needless to say, there is little positive to say about these numbers, and that is reflected in the very brief mentions of MINI in the corporate press release that announced this months numbers. We are hoping that this is an anomalous month, and that next month looks better. What say you, MotoringFile readers? Sound off in the comments!
Official News: Woodcliff Lake, NJ – March 1, 2016…
MINI Brand Sales
For February, MINI USA reports 2,839 automobiles sold, a decrease of 23.7 percent from the 3,720 sold in the same month a year ago. Year-to-date, MINI USA sales are 6,077 vehicles, a 12.5 percent decrease from the same period last year.
MINI Pre-Owned Vehicles
- Sales of MINI NEXT (certified pre-owned) set a record with 1,046 vehicles, up 33.2 percent over February 2015.
- Total MINI Pre-Owned sales also set a record with 2,231 cars, an increase of 22.1 percent from February 2015.
- Total MINI Pre-Owned sales year-to-date were 4,084, an 11.9 percent increase from the first two months of 2015.
<p>At this point Everyone is waiting on the BMW Powered X1 based Countryman. ? If MINI would up their Powertrain Warranty to 10yr/100,000miles like Hyundai & Kia they wouldn’t be able to keep anything on the showroom floor?</p>
<p>Both the Convertible and Countryman are due to be replaced. This is perfectly normal when models are being phased out and replaced. It happened in 2013 with the r56-f56 transition. Nothing to be concerned about.</p>
<p>This does not surprise me somehow. The fact that pre-owned is setting records could be for two reasons. People prefer the older models and/or the price is a lot lower than buying new. I am banking on the price for most people. The 500 is also a lot cheaper if you want an entry level zip around car. Tons of those on the road around here, a lot more than the new gen R56</p>
<p>I also have to say that I have yet to see a new Clubman on the road in the NYC 5 boroughs and tri state area and I am on the road quite a lot everyday.</p>
<p>I really want MINI to do well, but they seem a bit lost marketing wise as well.</p>
<p>Also, if Scion had a 52% increase and decided to kill the brand, what does that say about MINI? ;)</p>
<p>I suspect that when Toyota announced they were eliminating the Scion brand, many Scion fans wanted the car with the Scion badge vs. Toyota badge. People in general I have found go out and buy something when it’s announced that the product will not longer be made, goes away or new company takes over (Twinkies!)</p>
<p>In the SF Bay Area, I haven’t seen the F54 Clubman on the road either. Seen a big increase in R56’s and even R50/53’s. Also a few more 1st Gen Clubman’s than in the past. I agree that there is an increase in pre-owned MINI, seeing much more of them.</p>
<p>In my neighborhood since I purchased my F56 (April 2015), the R56 population has grown big time. Multiple R56 on each block. Didn’t know that many of my neighbors liked MINI’s.</p>
<p>In have seen way more F56 than F55’s too.</p>
<p>Yes, I did notice an increase of 1st gen Clubman’s as well. NYC area roads were flooded with MINI’s for the first 10 years or so, no so much lately.
I really, really, really, want to get back to the brand as I loved the entire culture and met great people but man … they haven’t made me get goosebumps for a long while. Maybe the new Countryman?</p>
<p>Same here, I’ve yet to see a new Clubman on the road, and I live in LA, where there are almost more cars than people!
I’m not seeing the hype for the Clubman translate to vehicles on the road.</p>
<p>I’m surprised that Mazda sales were down -16%, especially since they came out with the new CX-3 and refreshed CX-5. Reviewers have given the CX3 good marks. The Mazda Miata MX5 also gets high marks (yes,as pointed out convertibles don’t sell well in winter).</p>
<p>I think the initial high for the F55 has let down. Many reviews I’ve read say while overall the 5 door is good and has for the most part the handling and driving experience of the F56, the back seat area and space is still tight. Most have written it’s good and easy for putting in child car seats or having kids in the back, but not for much else.</p>
<p>I found that myself when sitting in the back at the SF Car show. The backdoor entry cutout is narrow, the footwell is very tight. I think the Clubman, and when the new Countryman comes out, those two models will take away a lot of sales from the F55.</p>
<p>Further evidence people are turned off by the new style, driving experience and pricing. I’ve said it since day 1 of the F5x family. They’ve lost their spark. Mini had been achieving record sales almost each year with the R56. That car outsold their new model even in its final year on the market. It says everything.</p>
<p>I don’t agree that people are (have been) turned off by the driving experience. For me and others I know, the “driving experience” in the F56 is far better than the R56. Pricing, yes but that started with/during mid cycle refresh of the R56. MINI got away from their campaign and general pricing mindset from the R50/53 during the R56 time.</p>
<p>Style, that’s a difficult one to call. Some enthusiasts aren’t a fan of the front of the F56 S, others don’t like the size of the tail lights and other folks have different things they weren’t so hot on. The non-enthusiasts, I don’t believe have the same or similar dislikes as the enthusiasts.</p>
<p>For me, I have no issues or dislike with the F56 when it comes to the tail light size or shape. (I like them) At first I wasn’t a fan of the “glued on” look of the front and rear duct inlet of the F56 S, but I’ve gotten use to it. My big grip with FXX is the fuel gauge.</p>
<p>For me the R56 had more styling looks I didn’t care for. Examples include: the hatch a mid section “bump/shelf” butt look. Horrible. I disliked the whole radio built into speedo, poor location of the volume control (changed in mid-cycle refresh), the Mini wing looking HVAC controls. The yellow turn-single light inside the headlight – ugly.</p>
<p>Steering feel on the R56 was such a big departure form the R50/53. The F56 has returned very close to the R50/53.</p>
<p>Now having said that, MINI promoting and classifying the FXX series as a “premium” compact/subcompact, missed the mark by not having a few items as Standard, i.e. HID headlights. Also regarding the pricing piece I don’t understand and nor like that in order to get the Active Driving Assistant, a person is required to get the Fully Loaded Pkg at $4,500. ADA is a safety system and things like panoramic sunroof, 17″ wheels, HK sound system, and white turn signals play no secondary/helping role for ADA.</p>
<p>The ADA should either be part of the Wired Package or the Wired Upgrade package. Also MINI should have Blind spot tech and should be part of the Autodim/Auto fold Mirror package/option</p>
<p>I disagree completely. The F56 hasn’t been praised for the way it drives and almost every US automotive magazine has called out this generation of Minis as less inspired, too soft, unfocused and dull. The new 2.0T they have chosen to install in the F56 S and JCW doesn’t have the same charm that the old 1.6T had. Whereas the N18 engine was a blast to drive with immediate and almost unbelievable off-idle torque, the new B48 simply can’t compete. The N18 also sounded better and didn’t rely on an artificial sound enhancer and it pulled hard to redline without any drop off in power. It was one of the best turbocharged 4-cylinder engines I have ever driven. Not to mention the dyno tests that show the N18 from the R56 LCI produced more power at almlst any speed and was more fuel efficient. Styling is a huge issue. It’s unattractive. Mini really messed up with the look. People aren’t interested in this car for those reasons. The only thing that the F56 has over the old models is a slightly larger boot. The interior looks like any other economy car and the loss of the MINI-ONLY features like central speedo, window and door locks take away from the uniqueness of the new cars. BMW tried making the new mini appeal to more people by making it more generic, it’s the same thing they’ve done to their cars, but the sales show its not working. They’ve lost their customer base that was extremely loyal – me included. They’ve abandoned every fiber that tied the old R50 and R56 to the original cars. The new car has large overhangs (please don’t say this is required for crash tests as the Smart ForTwo, Peugeot 108/208, VW Up!, etc. All have shorter overhangs and pass NCAP just fine) which really takes away from the overall appearance. The styling is very similar to what Toyota has done to Lexus. They plastered a huge, hideous grille on their cars and just expect people to get over it and buy it. The horribly styled headlights look cross eyed and sit way too high on the bonnet. They’ve also made the doors too tall which makes the interior less airy and the side of the car look tall. The 5-door is even worse. It has a MPV-esque look to it with its bulbous rear-end, taller roofline and framed doors. The last two generations captured the chic style that people wanted. The new cars abandon that. My friend Jenn who worked at our local dealer for many years recently left because of how low their sales have gotten and said that the biggest complaints they heard from existing MINI owners and people new to the brand who were on test drives was the styling #1, then the driving experience #2, and finally pricing #3. If the cars still felt special and unique, people would be more willing to fork over their money. I don’t see sales looking up any time soon. My question to you is this… What is wrong with MINI admitting they’ve made a mistake and going back to their roots? Why is it wrong to say that this new car isn’t successful in the ways that the R50/3 and R56 were? People want their MINIs to feel like sport cars. They don’t want MINI-BMWs. I believe the R53/6 S and JCW were some of the most fun cars to drive of all time. They had such a dedicated purpose towards fun and performance and little to worry about comfort. This way worked. The new cars are too soft to be that much fun, but at the same time still rough over bumps and ruts. They’re not what I would ever consider purchasing. I am really keeping my fingers crossed that someone at BMW wakes up to see they’re falling down the ranks across the board. All new BMWs with an F chassis code have been softened and generally less enthusiastically received compared to their former E models. The same thing has happened at MINI now. I’m not in the minority that feels this way. It’s a known fact. BMW has softened their cars in the hunt for more appeal, but they didn’t need to do that. People were buying BMWs in record numbers before they did this and the enthusiasts among us were able to enjoy their cars. Now I can’t find a single BMW for sale that I would purchase. Even the M models have fallen victim to the awful EPAS, sound generators, poorly damped suspensions and over pricing.</p>
<p>Wow, ok. Where to start, lol.</p>
<p>“They’ve also made the door panels rise too high which makes the interior less airy and again enhances the tall appearance.”</p>
<p>Yes the belt line on the F56 is high and it’s not like the R50/53. The R56 was higher then the R50/53 also, but not as high as current FXX.
I’m agreeing that it’s too high for my taste too and it’s taken me some getting use to.</p>
<p>“The N18 also sounded better and didn’t rely on an artificial sound enhancer..”</p>
<p>My understanding is that the sound is not artificial, it’s actual engine/exhaust sound ported into the cabin. Yes though speakers but not artificial, i.e. fake. It seems this is a trend in the auto industry to do this. Supposedly due to more interior sound insulation installed to make the cabin quieter. (kind of odd if then having to pipe in engine/exhaust sound)</p>
<p>I had the R50 and it did make a nice sound. The F56 is quieter but I can still get a nice growl. Would I like a bit more, yes.</p>
<p>“It’s unattractive”, what’s that old saying, beauty is in the eye of the beholder? I too loved the look of the R50/53 and the F56 isn’t the same, but the R56 was not my taste. I didn’t find it pleasing. The rear, at the hatch had that bump or what I called a shelf. The hatch did not have a smooth flow. The F56 is much better with a better flowing hatch.</p>
<p>Engine of R56, well let’s be honest, the PSA engine had a lot of problems, lots! It’s too early to tell if the BMW engine will be better over the long haul. I know a lot of people who had nothing but issues and problems with the PSA engine (besides the cold start issue).</p>
<p>“..horribly styled headlights look cross eyed and sit way too high on the bonnet.”</p>
<p>Well the 1st GEN headlights position and looks have been the best. The position of HL have changed in each GEN. Yes they do sit higher and I too would have preferred a closer positioning to the R50/53 design/location.</p>
<p>“The new car has large overhangs (please don’t say this is required for crash tests ..”</p>
<p>Well supposedly that is the reason. I wondered myself as I’ve seen Honda’s, Toyota’s other cars don’t have a high straight bonnet (hood) and have smaller overhangs.</p>
<p>If it’s crash test and PED safety requirements, why aren’t those other vehicles required to have the same? I don’t know. All I can go by is what I’ve read that MINI & BMW had to meet pedestrian safety standards.</p>
<p>Speaking of reading, you noted that “The F56 hasn’t been praised for the way it drives and almost every US automotive magazine has called out this generation of Minis as less inspired, too soft, unfocused and dull”</p>
<p>I guess you and I are reading different Auto magazines. Autoweek liked the F56 (sure they pointed out some not likes, but every car gets that from car reviews),</p>
<p>Automobile Magazine gave it good reviews with a few “not so likes” (rough ride), Car and Driver (Feb 2014) gave it good reviews, USNews Cars and Motor Trend gave good reviews. They all said they would have liked a somewhat better (smoother) ride.</p>
<p>None wrote that the F56 was dull or unfocused. Many wrote that the quirkiness was gone (in their view for the better) and that car is now more “grown up”.</p>
<p>TestDriveNow, NY Times “Driven” and Kelly Blue Book car review all gave the F56 a good review.</p>
<p>For me I did find the most of the R56 interior over the top (not to my likening), like the look and operation of the HVAC controls (horrible).</p>
<p>“The interior looks like any other economy car and the loss of the
MINI-ONLY features like central speedo, window and door locks take away
from the uniqueness of the new cars.”</p>
<p>Well I wouldn’t say that interior looks like any other econo car. That’s a far stretch. Interior looks are far better than the Ford Fiesta or Focus, and better than the Fiat 500.</p>
<p>Now I do miss the R50/53 center speedo (not the R56 one – euck). As for window and door lock switches, those same auto magazines all stated they like that those switches were moved to the door “where they belong” (those are the quotes from magazine reviews) Now I will say I don’t like (dislike a lot) the FXX fuel gauge, it looks, feels and is cheap. Disappointing.</p>
<p>“It’s a known fact. BMW has softened their cars in the hunt for more appeal,…”</p>
<p>Yes I agree, MINI (i.e. BMW) want a bigger share of the market and not only enthusiasts or return MINI buyers. Do I feel BMW/MINI have made mistakes, absolutely and it started with R56. Is it important to keep re-turn MINI owners/buyers, yes.</p>
<p>Everyone has their own perspective of likes, not likes, looks, etc and I too would have preferred that MINI keep closer to the R50/R53, but we can agree to disagree that the R56 was a better MINI than the current F56. I did not like the R56 at all and if I would have had to buy a car before the F56 came out, it would not have been a R56.</p>
<p>At first via pictures online I wasn’t sure about the F56, once I saw it in person and test drove it twice, I liked it. Was it a R50/53, no, but for me much better than the R56.</p>
<p>Now, one other thing that still irks me today on the FXX, is that the gas filler is on the passenger side. Having moved it from the drivers side is aggravating, annoying and a chore for me when getting gas (Gabe, hint – hint – LOL).</p>
<p>Would I like to to see MINI get back closer to the 1st GEN on some things, yes. We’ll see over this year and next how MINI sales for the FXX series do.</p>
<p>Now I will definitely agree on the pricing piece. Back during the launch of the 1st GEN, that was one of MINI’s big claims and selling points. Total configuration by each buyer and no two MINI’s would be a like. Over the last 8 years or so, it’s become; to get a specific item, you are forced to buy a complete package option that may have items I don’t want or like. (Example ADA requires fully loaded package)</p>
<p>Example, look at the current 15″ rims, horrid! In 2004, there were 3 choices of 15″ rims and two of them looked very stylish and nice. The current ones looks cheap.</p>
<p>Also, I never understood of the purpose or reasoning of the Paceman. To me it made no sense.</p>
<p>…”the impression that the new Mini’s personality has become more refined but less playful. If “go-kart” references appeal to your inner Lewis Hamilton, you might be better off in a pre-owned example of the previous generation. The heavy steering feel alone warrants that comment: It’s much like that on recent large BMWs, few of which have really pleased us. Stiff roll resistance and quick turn-in alone do not a go-kart make.” -C&D</p>
<p>Also, “For our hot-shoe-on-retainer, Randy Pobst, the space was still smallish, but now with vast acreage at the nose. Said Pobst: “I have this sense of sitting in a pillbox, halfway back. Almost like I’m sitting in the backseat…The windshield seemed to be a long way off, supported by these (thick) vertical A-pillars, which is fine, but it was a unique view from the driver’s seat. There was a lot of car in front of me.”
-MT</p>
<p>Randy Pobst and most others have said the new car doesn’t feel as focused. The sound enhancer pipes in 100% artificial noise. There’s nothing real about it. If your only experience with an R56 was on stock run flats I can’t blame your criticism, but when you switch to a good tire like the A/s 3 and put the steering in sport, it had the perfect weight and a lot of feel came through the wheel. It was one of the best EPAS systems. My experience of the original R56 before LCI wasn’t as good as the LCI. The LCI addressed a lot of the issues such as timing chain with the N18. Also carbon build up was nowhere as bad and the interior was revamped with better looking plastics. I just have to believe that if mini had hit the F56 out of the park, it would have been a success. The F56 and F55 have never sold as well as the R56 did. Even in their best combined month, their combined sales are lower than the R56’s best month. December 2012 sales vs. December 2015 sales of the R56 vs F55 and F56 together are shocking. R56 sold almost 2-1 what those two models sold. And nobody can say the market has shifted so much that it explains the difference. It’s not true. Even VW who’s going through a huge PR disaster sold more GTIS than the F56 and F56 combined… just the GTI, not the entire golf family. Back in the late 2000s and early 2010s, mini was selling 5x’s more R56’s than they are selling F56s.</p>
<p>Idk about the tech analysis, but I threw my F56 keys to another person who drove my R56, and he said that he did not like all the new features like the rev matching and the engine turning off at traffic lights. He liked the R56 better. I tend to agree. After 5 months, I still prefer my R56.</p>
<p>Engine turning off (at traffic lights), that is the Auto Start/Stop. That feature can be turned off via a toggle switch. It stays off even when shutting off engine and then restarting. Start/Stop won’t be activated again unless activating back on. If you put the car in ecco/green mode, the Start/Stop is turned on, but you can turn if off.</p>
<p>One swallow doesn’t make a summer, and neither does one month of sales figures taken in isolation accurately indicate a trend in customer buying preferences. At least six consecutive months are required.</p>
<p>Nevertheless, it’s worth mentioning that for 2016 YTD, both F54 and F55 are in positive territory. So cheer up you guys, Spring is just around the corner, and there’s plenty to look forward to.</p>
<p>One month doesn’t a trend make for sure. And it’s also true that MINI is in a tough place, especially here in the US. Our ridiculously cheap gas is hard on all small cars, and the competition is tough. MINI also has problems because they have so few models (really, there are now only five, with the end of the Paceman, and the twins) that model aging (like for the Clubman) and introduction timing (like the new Clubman and Convertible) really wreck havoc with monthly numbers. The new Clubbie is just starting to move, and the lack of a convertible isn’t that bad as it’s winter, but for a small brand like MINI, every sale counts! Yes, MINI month-to-month numbers are shockingly noisy, but underperforming VW here where their actions are the definition of criminal and fraudulent is not something to be proud about. CUV sales are the hottest both in the US and world wide, and having the Countryman being so long in the tooth isn’t helping either.
I can imagine that world wide sales won’t be as impacted by the lower gas prices as here in the US. Lots of states have regular gas at less than $2 a gallon. The buying public is notoriously short sighted here, so that really messes with small car sales. Hybrids and electrics are in even worse shape than MINI
I contacted my local MINI dealership about getting a test drive of a Clubman. No manuals on the lot, but I’ll be testing out the base Clubbie and the S this Friday. I noticed they still have NEW 2014 Pacemans on the lot. There is a Paceman S All-4 that is massively discounted. If I could hide it from the wife, I’d bring it home!
It’s also true that to my mind, the brand has overstyled the cars pretty much from day one. The R50 was the cleanest, but lots of the cabin was more cute than functional. It’s worth listening to a lot of the long time owners and the reactions to the current cars, there is valuable data there.
I’m hoping that the new Clubbie is a compelling car. Our 08 Clubbie needs to go out to pasture, and our FIAT 500e lease is up in July, so we’ll be doing something automotive shortly.
Personally, I wish the Fiat 124 Abarth FIA race car were street legal… Too bad it won’t fit the family or our Bernese Mt dog…….. Now if I could hide that and the Paceman, I’d be a happy man!</p>
<p>You are correct, US buying public is short sighted and also have memory loss. All the experts have said, gas prices won’t stay this low and will go back up within the next year or so to as high as $4 per gallon. People will then be complaining that their SUV’s and Trucks require filling up to often.</p>
<p>Btw, gas prices have already shot up quite a bit in Southern Calif (LA area).</p>
<p>For me, I never understood the purpose or reasoning of the Paceman. To me it made no sense.</p>
<p>I kind of agreed, then I drove one on a track. While it’s ergonomics are a bit questionable, it was a total hoot to drive. I think what killed it was a very high price point, and a very poor marketing campaign.</p>
<p>People concerned about gas prices shouldn’t be buying ridiculously overpriced MINIs that Only Consume PREMIUM FUEL anyway. Even the base turbo 3 cylinder models require it. I might as well be driving a Wrangler Unlimited that gets 20 MPG on Regular gas than a Countryman that gets “30” (20 real world) on Premium.</p>
<p>A couple of points: Pretty much all cars are knock sensor controlled. They pull timing if they detect the onset of knock, and this affects both power and gas mileage. You can put regular in and it will drive, it will just pull more timing at WOT, especially if the engine is very hot from really driving hard. But unless you’re at WOT or full boost, the knock retard won’t affect driving at all.
When you see cars that quote two different HP numbers depending on gas grade, this is the knock-sensor induced timing pull in action. Despite what warranty claim adjusters say, running lower grade gas won’t damage anything.
Premium fuel is typically 20-25 cents more than regular. If gas is at $4+ a gallon, then a 5% decrease in mileage or more with regular means that all the savings is for naught. When gas is $2 a gallon, then driving on regular typically saves money, even if you loose peak HP.
Also, turbocharged cars CAN suffer a lot more in MPG than NA cars due to lead footed driving.</p>
<p>and today’s news … “the industry chalked up its strongest February in 15 years.”
<a href="http://www.autonews.com/article/20160301/RETAIL01/160309991/u-s-sales-rise-6-8-as-ford-honda-nissan-and-fca-lead-gainers#godown" rel="nofollow ugc">http://www.autonews.com/article/20160301/RETAIL01/160309991/u-s-sales-rise-6-8-as-ford-honda-nissan-and-fca-lead-gainers#godown</a></p>
<p>“For all intensive purposes”… Really?</p>
<p>You are correct, the phrase should be “For all intents and purposes” Thanks for catching that!</p>
<p>Looks to me like MINI sales are on a bi-yearly cycle. It seems to alternate between up one year, down the next. 2014 February, MINI USA reports 2,459 automobiles, down from 2013 February’s 4,302. Given MINI is still in process of migrating models to the F5x generation and fewer models to sell, it is not surprising.</p>
<p>Still, I am having a difficult time deciding if/when the time comes to replace my cars, would I get another MINI. I am seriously considering the new Clubman, but at that size and given feature by feature, there are other less expensive alternatives that would suit my wants and needs. For me, the R53 that I currently have was a no brainer and I will keep it as long as I can.</p>
<p>If I wasn’t coming from a MINI, a year ago I don’t know if I would have settled on the 2015 Countryman S ALL4, mostly due to the available electronics. Compared to the other cars: no Bluetooth stereo, a special cable is needed to connect an iPhone (either the MINI or the Apple 30-pin to Lightning adapter rather than the standard USB to lightning cable), MINI Connected is useless, and the voice button on the steering wheel does nothing when it could activate Siri. The non-upgraded headlights should be projector beam halogens. Taillights should be LED. Auto-dimming mirrors should have been part of the cold-weather package a year earlier. Compass and HomeLink mirror should be part of the Premium and comfort access package. Blind spot monitoring with cross-traffic alert is not even an option (luckily the blind spots are small). Finally and simply, the arm rest and flat load floor should really come standard. My “premium small car” MINI doesn’t seem so premium other than the sticker price with options.</p>