MINI USA Sales Up 1.6% for February
MINI Sales are up (barely) for February year over year. The big winner? The MINI Convertible was up over 700% thanks to the new model (and the fact that there technically wasn’t a convertible model last February. Down? Everything else.
<p>Still 3rd best Feb out of 8 years
<a href="http://www.gbmini.net/minisales.html" rel="nofollow ugc">http://www.gbmini.net/minisales.html</a></p>
<p>Despite low interest rates and special promotions on option packages, MINI sales were largely flat. Most notable were the drops in Cooper/Cooper S sales along with Clubman.The two MINI dealers here in Washington State are both loaded with unsold cars. I looked at a Clubman in early November 09 and that vehicle is still on the lot. This is in contrast to 2007 when cars were flying off the lot. The refresh better be good if MINI expects sales to advance in the next few years. Fortunately, the Countryman will probably help if pricing in the U.S. is competitive.</p>
<p>I think the “MINI” ship has sailed. For all those that complain about the new models and how they hurt the brand; without those models there would be no brand. Even with the convertible and clubman the numbers just eclipse those when there was only one model, and the one model coupe numbers are way down.</p>
<p>MINIs are not for everyone but at the same time, those that have them are the only one’s that want them and there has been limited increase in market penetration except for the time period when gas was almost $5 a gallon.</p>
<p>What that tells me is that the smart folks at the BMW Group are wise to increase the model offerings to better reach economies of scale and to gain further penetration to keep the ship afloat. MINIs are expensive to build and there is limited profit in them, so they need to move as much product as possible.</p>
<p>MINI fans are vocal about their little cars but at the same time there is no longer demand from the masses for them. The targeted market must be expanded to meet the needs of more people for the company to remain viable… people that had MINIs are starting families, the original target market is moving on and the next generation will have a hard time affording a MINI as a first car (or extra weekend car) thanks to the economy. Having owned a MINI- I can attest to the fun but also the compromises one makes by owning it and most are not willing to take that plunge.</p>
<p>The Countryman looks like it could be a savior in disguise..</p>
<p>For anyone who’s interested, the Feb. 2008 figures were as follows:</p>
<p>………………………..FEB 08………….. FEB 08 YTD</p>
<p>Cooper/S Hardtop…….2258……………….. 4415</p>
<p>Convertible…………….454…………………..757</p>
<p>Clubman……………….703…………………..703</p>
<p>MINI brand…………….3415…………………5875</p>
<p>In Feb 2009 sales were down by approximately 17% for both the month and year-to-date, so these Feb. 2010 figures really show MINI still in the trough, mostly because the sales of the hatchback are down about 24% from Feb 2008.</p>
<p>Year on year montly sales figures are a bit deceptive. FWIW, Ford was up 43% for the same time period…..</p>
<p>Matt</p>
<p>Minipuma- thanks for hitting that point home; the hatch sales are extremely weak.</p>
<p>Mike, I don’t necessarily agree with your comments.</p>
<p>I think the Countryman is a double edged sword. The car is expensive and could still flop.</p>
<p>It would be interesting to see the turbo and JCW versus non-turbo percentages.</p>
<p>The buying public is able to become better educated every day (thanks to resources like MF) and it’s not difficult to envision a cadre of folks who were just not willing to take on the documented risks with the “French fryer” power plant.</p>
<p>I was speaking with a sales person from a local Mini dealer. She expects the countryman to sell well because she has lots of people asking about AWD…</p>
<p>But she also said some things that didn’t really fit well together… She said sales are really good, but also that they have 70 cars in inventory. Including 7 09 Cabrios (that are marked down to invoice).</p>
<p>Matt</p>