MINI USA sales are inching upwards after revised product and aggressive pricing begin to have their impact. In total the MINI brand has seen an increase of 6.4% for 2021. But sales are just one of the metrics of success for the brand in 2021. Supply constraints and COVID have changed the way that US consumer are buying cars and that’s perhaps even more important than a sales increase for 2021.
That change has results in customers ordering cars at a level not seen since the early days of the brand in 2022. Because of this many dealers are selling cars at full price (as they did in the early years of the brand) and seeing a real increase in profit. And perhaps even more important, we’ve heard from many dealers that customers who’ve ordered their cars are walking more satisfied with the purchase and more connected to the brand than before.
MINI brand sales in the U.S. totaled 7,860 vehicles in the fourth quarter of 2021, a decrease of 8.1% vs the 8,549 vehicles sold in the fourth quarter of 2020. For the full year 2021, MINI brand sales increased 6.4% on total sales of 29,930 vehicles compared to the 28,138 vehicles sold in 2020. Leading the way were the Countryman and the now eight year old F56 hatch (the latter being a testament to just how good that car is).
MINI Certified Pre-Owned Vehicles. 1,720 MINI Certified Pre-Owned vehicles were sold during the fourth quarter of 2021, a 20.9% decrease from the same quarter a year ago. For the full year 2021, MINI Certified Pre-Owned sales totaled 10,527 vehicles a 10.9% increase from the 9,490 vehicles sold in 2020.