There’s no nice way to put it. February was brutal to MINI USA. Sales dropped 24% compared to 2016. This is in a total light vehicle market that overall was down only 1.1%. To rub salt into the wound, Matt’s MINI Index was up almost 7% Heck, if Fiat had sold 9 more cars or MINI 9 less, the two brands would have delivered the same number of units! The only bright spots are the Clubman and the Convertible. Even the Countryman sales tanked, shipping less than 200 units for the month.
Yes, the new Countryman should help sales, but this month hurt. It had seemed that MINI had stabilized at a smaller, but consistent volume. In January, MINI’s US dealership group thought brand awareness was lagging. Just over a week ago, there was a shake-up in Marketing. We said we didn’t know what was behind the move at the time. February’s numbers provide a very good explanation.
What do you think? Will changes in marketing increase sales? Will the new Countryman save MINI’s day? Sound off in the comments!
Official News: Woodcliff Lake, NJ – March 1, 2017…
MINI Brand Sales
For February, MINI USA reported 2,154 automobiles sold, a decrease of 24.1 percent from the 2,839 sold in the same month a year ago. Year-to-date, MINI USA reported a total of 5,264 automobiles sold, a decrease of 13.4 percent from 6,077 automobiles sold in the first two months of 2016.
MINI Pre-Owned Vehicles
- In February, MINI Certified Pre-Owned sold 873 vehicles, a decrease of 16.5 percent from February 2016.
- Total MINI Pre-Owned sales set a February record with 2,413 vehicles in February 2017, an increase of 8.2 percent from February 2016.
- Total MINI Pre-Owned sales year-to-date were 4,600, a 12.6 percent increase from the first two months of 2016.