Opinion: Can MINI Grow its Sales in the US?
There have been plenty of conversations on MF and elsewhere recently around MINIUSA’s sales seemingly stagnating. And for 2016 the number are more than stagnate. They’re dropping at an alarming rate. MINI USA’s year over year sales have dropped a staggering 18.3% for 2016. Is it product? It is cheap gas? Is it pricing?
Lets start with the latter. The reality is that there hasn’t been a dramatic price hike since the new MINI was introduced in 2003 in the US. The current base Cooper retails (fairly well equipped) for just over 20k. That’s risen a little over $3k in 15 years. Given the amount of technology, safety and performance now standard it seems clear that MINI held the line on pricing fairly well without cheapening the product (like VW). As much as we hear about pricing complaints, we just don’t see the math behind it.
What about the product? The current range is relatively new (sans the Clubman) and has received plenty of praise from the automotive press. In our estimation at MF there’s no issue with the production in relation to what’s on the market. That doesn’t mean things are perfect. The specialness of the first generation new MINI has been hard to replicate in an era of draconian efficiency and safety standards. We love the F56 generation and fully believe it’s the best MINI line-up ever. But put plainly it’s less MINI than it was in 2003. Is that something that most people notice or just the hardcore fans? That’s the money question in our minds.
What about gas prices? In our estimation that’s actually the key factor here. Looking at Matt’s Index (yes MF writer Matt Richter has achieved some impressive data status these days) it’s obvious that similar sized and priced competitors are having a rough go in 2016. So much so that some carmakers are abandoning small cars. Chrysler is killing its Dart and 200 models. Scion is dead. Mazda has killed the Mazda 2 in the US. Mitsubishi is dead. And the Ford Fiesta and Chevy Sonic have been such sales disappointments that could jeopardize their future in the US. The North American market hasn’t been kind to small cars over the past few years and 2016 seems to be even worse.
What can MINI do? The brand just recorded it’s best month ever worldwide with a total of 39,061 units were delivered to customers worldwide, an increase of 6.6% compared with the same month last year. So the easy answer is just hang on. Gas prices will eventually go back up and the tide will eventually turn to smaller more sensible (and interesting) cars. But part of us hopes that this also serves as reason for MINI to double down on making exceptional products. This is an incredibly difficult segment to sell in. And while we believe the current generation MINI range is mostly excellent, that doesn’t mean there aren’t areas for improvement. With the rumored power bump, dual clutch transmission and revised front and rear styling coming soon, it would appear MINI is already preparing a shot in the arm.
And stay tuned for details on what’s ahead in 2017 and 2018.
<p>Gabe, I think you meant to say up. “Gas prices will eventually go back down”</p>
<p>Yup, if you look at what Saudi Arabia is doing, they would agree. Also looking at the waiting list for Tesla’s Model 3, I would say the demand for oil is going to drop pretty rapidly. There are other factors at play as well like google and apple entering the industry which I think will weight heavily on traditional automakers.</p>
<p><a href="http://www.cnbc.com/2016/04/25/saudi-arabias-government-officially-unveils-long-term-economic-plan.html" rel="nofollow ugc">http://www.cnbc.com/2016/04/25/saudi-arabias-government-officially-unveils-long-term-economic-plan.html</a></p>
<p>Interesting. Let’s take a look at a few points in this piece. Starting with; “The current base Cooper retails (fairly well equipped) for just over
20k. That’s risen a little over $3k in 15 years. Given the amount of
technology, safety and performance now standard”</p>
<p>Tech in R50/53 vs. now. Really is the only added user tech (sort of) that the R50/53 didn’t come standard with was: Multi-function Steering While, Auto Window up, a USB port, Automatic headlights, Auto wipers, Auto Climate Control (wasn’t standard in F56 2014 models), LED interior lighting and tail lights.</p>
<p>Let’s start with the last one, LED lights (non headlight ones) in 2002 LED was still somewhat expensive compared to now. Much cheaper now and more cost effective. Auto Climate Control, as noted it wasn’t standard on 2014 F56. It’s nice but would have been just fine with manual controls. Auto Window up, yeah that’s good but back in the day, MINI didn’t cite cost as reason the R50/R53 didn’t come with it, they said it was a safety issue.</p>
<p>Auto headlights, I believe most if not all cars in the upper teens price and lower 20K range have that feature as standard now. For a vehicle classified as “Premium” most buyers would expect that feature to be standard.</p>
<p>USB port, cheap these days and standard on most cars (btw, MINI took out CD player, so the offset cost between USB port and CD is a wash). The standard radio is about the same, now it has a 3 lines of display vs the old 1 line but the sound quality is the same (in a good way).</p>
<p>No more oil dipstick. Could have saved the cost for electronic monitoring by just keeping dipstick. I prefer checking the oil level via dipstick instead of relying on a computer system.</p>
<p>Safety, I believe the R50/53 had the same number of airbags as does the current F56? Oh wait, the first Gen didn’t have a knee airbag. Otherwise safety is the same. Yes MINI was required to improve ped safety impact standards, but that was a Gov mandate, not a “look we added a safety feature because.”</p>
<p>Performance, some will argue that the 1st Gen (or 2nd Gen) had better overall performance, including handling and steering feel. Also the brakes were better than now. That’s a difficult one to compare.</p>
<p>So that leaves the new engine. I guess that’s where most of costs are associated with today. It’s now a turbo vs naturally aspirated (R50). Is the fuel mileage better now than then? Yes, but a turbo will give you that.</p>
<p>So on the surface a $200 a year price increase isn’t bad, in fact it’s seems reasonable. More HP and some added features that weren’t standard in Gen 1 and Gen 2. But with the exception of the Engine, most of the standard tech today in the MINI has a much lower cost vs. 2002-2008, so it would appear that the $200 per yr price increase didn’t go towards tech or safety, but towards a new engine and development costs of that engine.</p>
<p>Plus let’s not forget, the R50/53 was not classified as a premium vehicle. MINI’s have now been tagged with that in the last 3-5 years and with that comes the expectation by buyers that a certain level of Tech and equipment will be standard and not an option. Also back in GEN1 days, MINI’s used the idea that small was better than big. Today that thought no longer works for the general car buyers.</p>
<p>Moving forward, yes fewer people are buying small cars these days and buying more SUV’s/SAV’s and crossovers (especially hot market for that type of vehicle). Those types of vehicles have much improved mpg vs.the previous models when gas prices skyrocketed. So buyers may not feel that a small car will save them more on gas costs. Plus people in general have short memories. Gas prices are on the rise again.</p>
<p>The Dart had many problems, including transmission issues. The 200 also had reliability issues. I believe that’s what doomed those vehicles, not the anti small car syndrome sweeping the nation.</p>
<p>Now as for the future of MINI to have a DCT, well look at Ford and all the problems they are having with theirs. Plus DCT’s are expensive to repair (hello CVT issues). DCT are still more expensive then regular automatics, plus a number of car Mfg besides Ford are reporting problems with DCT (mid level price range cars).</p>
<p>So the question is why are sales falling in the US for MINI’s? Well people are fickled, especially in the US. When people will stand in line for days just to get the latest iphone or iwatch or whatever tech because some company tells them you gotta have it now, well it’s the same with cars, in this case Crossovers, SUV’s and SAV’s. They are all the rage. I don’t believe the Clubman will cause the same buying craze. It doesn’t seem to stir the same thoughts as the new Crossovers and compact SUV’s.</p>
<p>Now maybe the new Countryman might, but the base model can’t come with halogen headlights as standard. it will need to have Android Auto/Apple Carplay as standard, rear seat/area space greater than the CX3 and some Drivers Assistant tech as standard.</p>
<p>I also believe, MINI should follow the Porsche mindset. The Cayenne and Macan (& pananmera?) sales allow Porsche to make and sell 911’s even though the sales are small.</p>
<p>MINI should have a 2 door hatch as close to the R50/53 for the enthusiasts and others that like the classic style while the Countryman and other similar vehicle sales support a classic MINI.</p>
<p>Of course if I was an expert, I wouldn’t be posting my thoughts, I’d be running BMW/MINI. :-)</p>
<p>Are you comparing MINIs or the current Cooper to other cars? I was making to apples to apples since apples to oranges is more or less impossible to compare. I mean if we’re going to start comparing a MINI to a fiat for instance we’ll need to begin looking at the gauge of steel used, what the tensil strength is and how the chassis is designed and that’s just the start. From the ground up you’ll quickly find that there’s not much that compares with the current MINI outside of the Golf/GTI – and that’s a substantially larger car (and drives that way).</p>
<p>Then when you do compare apples to apples you’re breaking it down to option costs (which is hard to compare 15 years apart) and forgetting safety. If a 2002 Cooper was forced to undergo the same crash tests a 2015 F56 endures I think it’s safe to say most of us would be shocked.</p>
<p>Speaking of cutting costs… the purpose of eliminating the oil dipstick wasn’t cost for instance. It was to create a more consumer friendly way to monitor oil levels. I’d argue it did the opposite but you or I are not the average consumer. I would get most consumers prefer having a color gauge in their dash over checking a oily dipstick.</p>
<p>Moving into performance, outright performance increases (comparing Cooper to Cooper) shouldn’t even be debated. The new car is quicker and faster in every measurable way. Is the steering better in the R50? You and I would say it is. The average consumer would probably think of it has taxing given its ratio and hyper sensitivity (as they often complained even back then).
And yes the R50/R53 was absolutely billed as a premium vehicle. In fact MINIUSA went to great lengths to bill it as the first premium small car.
No doubt it’s a slippery slope comparing this stuff. That’s why I tried to stay high level and focus on pricing only. We could talk forever about everything else :)</p>
<p>Gabe, I know why post was rather lengthy. I couldn’t figure out a way to make it shorter and express my opinion. I was comparing MINI to MINI (GEN 1 & 2 to GEN 3). Wasn’t comparing it other other vehicles.</p>
<p>I suppose I could have done multiple posts, one on cost/pricing and more tech now than prior MINI’s and another post to the question can MINI grow in the US.</p>
<p>To the growth in US question, it depends. IMO, in city and urban with high population and limited space, the 2 door (and even 4 door) Hatch will rebound. In less populace areas, I think MINI will need to focus more on the Countryman. For now the Crossover crazy by buyers is here to stay. I’ve even read articles that few people are buying sedans and more SAV/SUV’s Crossovers.</p>
<p>Long term MINI sales will rebound in the US but I don’t think to the peak levels they had in the past. MINI is still and niche car to people in many cities and areas in the US. If the other Car Mfg include more standard equipment, especially tech than MINI and are of comparable price, I think MINI will have a tough time.</p>
<p>There are more people visiting MF today than ever before. There are less commenting onsite because they are doing that on MF’s social channels.</p>
<p>I would offer that the migration of the MINI from it’s original “small car” to it’s compact version has led to the loss of a market share as it’s niche is no longer occupied by the MINI.
Driving my wife’s F56 is like driving a nicer Golf that is more like her GTI back in 1985. Yes, it is loaded with all sorts of technical toys, but it is soft, comfortable yet sort of small. My wife absolutely loves it.
I, on the other hand, had a R56 and R55 and loved them at the time, but went back to my GTI roots and then on to a Golf R and now onto a TT-S.
It’s too expensive and sort of big for those that remember the MINIs of yore and yet from a performance standpoint, a GTI with PP will kill it and will cost less to buy. In addition, those of use that like to tinker with the software will be able to extract significant HP/torque increases that the MINI simply can’t match.
The F56 fills a very small niche in the small car market and there is so much else out there from VW and Ford that makes the cost of the MINI hard to justify …. sort of like the recent products from Apple that not quite up to snuff.
My wife’s car was 30K and younger folks (like my kids) won’t even look at the car as they feel that it is not a good value.
That BMW mode of adding options has it’s detractions and most folks would balk at the optioned out F56 and buy something larger and more family oriented.</p>
<p>One man’s opinion: MINI reliability and product quality has mediocre at best. I own an R56 and while I love driving it I doubt I’ll ever buy another MINI. About 50k miles and thousands upon thousands of repairs including the timing belt “backing out” and cooking the engine. Does anyone know what the stats are on repeat buyers of MINIs? There might be some hint there.</p>
<p>I know plenty of mini customers that are on their 3rd mini. So……. what can I say buddy, you might just have had some bad luck. But my guess is that you didn’t check the oil level every time you filled up with gas as the manual says. I bet you are one of the plenty of customers that I see that don’t ever check their oil and are driving around with less than what is needed. Then they wonder why they have engine problems.</p>
<p>You have no idea who you are talking to or how wrong you are. But if it makes you feel important, carry on, mate!</p>
<p>“…and revised front and rear styling coming soon”. Tell us more.</p>
<p>So why is it that you can never get one at invoice? I can get $4k off on an X1 without even asking but I know I’m going to have a battle getting close to invoice and I have 3 Mini dealers within a 45min drive. If my wife wasn’t hell bent on a Mini i’d get something else. I think they are overpriced like any other BMW but with Mini I feel like I’m also getting gouged. Golf R anyone…</p>
<p>Oh really I see, so yeah, the dealership should sell you their cars at cost right? So they can make no money to please you? Tell me do you work for free?</p>
<p>If so I’d like to hire you….on second thought, I dont want a crybaby doing anything for me even if its free.</p>
<p>If invoice was really dealer cost then no but it isn’t also if a dealer gave me good value for a trade-in again I’d give them a grand on the car but they don’t. Ordered a clubman today for $2,900 under MSRP.</p>
<p>Also how can the BMW dealer sell the exact same platform for invoice or under then? Invoice, pls.</p>
<p>My take on it is the following. The first gen was an exciting car when it came out. The people who bought it were genuinely gaga over it. Car clubs were formed, meetings were held nationwide, online forums were bursting at the seams with excitement and the endless options the car offered customization wise. This continued for I would say about 6-7 years before reaching it’s tipping point. Some outgrew the car and went to other brands, some like myself tried another variant (in my case the Clubman) but the overall excitement and enthusiasm that was a HUGE part of MINI ownership has waned over time.</p>
<p>If we go back on this website alone 10 years the amount of people contributing in comments was tremendous, unlike today. I am sure your statistics show a larger readership but contributions / comments have dropped for sure.</p>
<p>Owning a MINI is/was an experience/feeling that in the initial 1st/2nd generation, price be damned, you had to have one! That’s gone I feel. Marketing has been dull and the car just doesn’t feel as “cool” as it used to. That’s also a big thing for US buyers … trendy stuff sells.</p>
<p>I also feel that with the 3 different 4 door variants out there, Countryman, Clubman and hatch they are cannibalizing their own line and confusing new customers. There is no need for 3 cars doing basically the same thing. With negligible differences in passenger space.</p>
<p>Anyway … I am still a huge fan and am still around even though I no longer own one. Waiting for that new model that will get the goosebumps going. And it’s not the accountants at BMW that will make that car happen.</p>
<p>“If we go back on this website alone 10 years the amount of people
contributing in comments was tremendous, unlike today. I am sure your
statistics show a larger readership but contributions / comments have
dropped for sure”. Aurel, I have noticed that too. Wondered why?</p>
<p>I agree on the variants part. I’ve never been able to understand people complaining about the 2 door hatch not having enough room in the back (especially the child seat complaint). It’s a 2 door – coupe type – sheeze. If a person needs more room and entry to back seat on a regular basis, get the Countryman.</p>
<p>There are more people visiting MotoringFile today than ever before. There are less commenting onsite because they are doing that on MF’s social channels.</p>
<p>Good to read on more visiting to MF. Yes in today’s wold social media platforms are a big way to communicate. I’m not really a social media type person. I still like visiting websites. Of course I’m also more of a print media person too when it comes to magazines and such. Long and lengthy articles on the web I can’t adjust too. Nothing like a magazine or newspaper. ;-)</p>
<p>I agree with much of what you say, Aurel. The excitement is gone, both from the car and from owning it. The quirkiness is gone. The fun and uniqueness are gone.</p>
<p>The third generation MINI has been dwindled down to a soft-edged mass market car like a lot of other cars, but at a higher price, with fewer standard features. Backup cameras, for example.</p>
<p>MINI, you can’t compete in that market by claiming that you are “premium.” It doesn’t wash. You need to light the fire again. Kia started a fire by putting dancing rodents in its mediocre Soul, and has sold a bunch of them. You don’t have to stoop so low, but you need to give people something to really, really want!</p>
<p>I really like my R56 but I loved my R53, even if the cylinder head went at 175k miles.</p>
<p>Besides the high price, I think they also lose sales due to the rough ride caused by the run flat tires. That may seem minor but I know for a fact that they’ve lost sales because of it.</p>
<p>I think one problem is that other manufacturers have moved ahead in a lot of areas. So even when gas prices rise again you can get a larger vehicle that gets the same or better mileage than a MINI…and uses regular gas, not premium.</p>
<p>The Chrysler 200 is not a small car by any means. It’s 192″ long. That puts it squarely in the midsize realm (along with Accord, Camry, Optima, Fusion, Malibu,etc) So I don’t think you can blame its demise on small size.</p>
<p>I would seem to be an ideal MINI customer. Single, no kids, spend a bit of time driving (and parking) in an urban environment. I owned 2 MINIs – an ’06 Cooper and a ’12 Cooper Coupe. One reason I moved on was the rattle in the boot of my Coupe that drove me insane. Another was that the technology (infotainment) hasn’t kept pace. While I did enjoy driving the MINIs there were times when more space would have come in handy. I drove the new Clubby. It’s a nice car. But start adding options and you get to like $32K very fast. In the end I bought a 2017 Hyundai Elantra. Excellent gas mileage. Excellent fit and finish. 10 year warranty. Android Auto. Every current safety feature you can think of…radar cruise control, emergency brake assist, rear cross traffic alert, back up camera, blind spot monitoring, etc. Sure it doesn’t handle like a MINI and the somewhat larger size is taking some getting used to. But the value proposition is excellent. My out the door price was about $27K.</p>
<p>So, I think MINI’s biggest hurdle is that it’s not a great value for most consumers. The pool of people who are looking for a very small car is not very big to begin with. Sure you CAN get a MINI for around $20K. But in reality how many MINIs sell for that price? If you’re spending $25K (or more) there are so many choices.</p>
<p>One’s perception of price changes when one’s income is small.</p>
<p>When I ordered my 2016 MCSa, the “motoring advisor” commented that I hadn’t ordered many extras, compared to my 2011 MCSm.</p>
<p>For health reasons I had come to need an automatic transmission. To afford the transmission, I had to give up some features on my new “same price” MINI. The marketing team had made changes to improve MINI’s profitability. I could have afforded the more expensive transmission, but not if I ordered the same car I had in my 2011 MCSm.</p>
<p>For example, cloth seats used to be a no-cost option. Now I had to buy a package to get cloth seats. Yes, the package includes some extra bits, like a JCW threshold strip, a JCW logo on the steering wheel, a black headliner, and metal pedals. Well, the JCW stuff and black ceiling are low-cost bits for the manufacturer. The metal pedals used to be standard on an MCS. But I paid extra. I needed the cloth seats.</p>
<p>For example, there used to be a jack in the boot. Not now. Not a big deal when the tires are run-flats, but I could jack-up my 2011 MCS to switch tires with the seasons. Not on the 2016.</p>
<p>For example, the 2011 came standard with storage nets in the footwell, behind the seats, and in the boot. No more. There used to be a power outlet in the boot. In 2016 I had to buy a “storage package” to get these things.</p>
<p>For example, simple Chili Red used to be a free color choice. Now you have to spend thousands more to get it.</p>
<p>For example, you used to get a CD player, standard. It’s gone, but I got a free place to plug one in!</p>
<p>My 2011 had xenon headlamps. They were excellent, and I suspect the LED headlamps would have been equally good. But I had to budget them out of the 2016.</p>
<p>My 2011 had the Harmon-Kardan sound system. I had to budget it out of the 2016.</p>
<p>My 2011 was Chili Red. I had to budget it out of the 2016.</p>
<p>My 2011 had the sport suspension. To get it in 2016 I would have had to pay thousands extra. Can’t do that.</p>
<p>So, Gabe, the price may be about the same, but the features at that price are different. ‘Same’ price, not the same car. (Apples/Apples, Oranges/Oranges?) On the other hand, it is a very good, sturdy little car with enough power and good handling, else I would not have bought yet another MINI.</p>
<p>I agree with many of your points. If I had to purchase my 2015 F56S today (in 2016) with the same options, it would cost me about $1,500 more. Reason is many options are now available in a package only. Autodim rearview mirror now only available in pkg with outside autodim/pwr fold mirror, Visual boost now only available with media pkg and a few other items.</p>
<p>Also, there is no reason that the Active Driving Assistant (ADA) can only be had if the Fully Loaded Pkg is optioned. Someone noted that maybe there is some tech in the FL pkg that the ADA requires. I checked, there is nothing tech connected that can’t be gotten with the Wired Pkg. Items such as Dynamic Dampers, Sunroof, 17″ wheels, storage pkg, HK sound and comfort access have no supporting role for ADA.</p>
<p>It’s crazy that for a safety tech system, a person would have to spend an additional $4,750 to get ADA ($1,000) = $5,750!. IF ADA needs to be combined in another pkg then it should be with the Wired Pkg.</p>
<p>Back btw 2002-2005 MINI advertised that over 10 million (or was it 20 mil?) ways to configure a MINI. In 2004, there were 2 types of steering wheels (Zero cost option), 3 types of 15″ wheels, and more single (Ala Carte) options.</p>
<p>My 2004 R50 with Tax, License, $1,000 dealer markup and extend maintenance pkg was just slightly over $21,000. My F56S out the door was just over $31K. That’s almost $1,000 per year cost increase. It’s not an exact comparison because now I have an S, but beside the backup camera and storage pkg now, the R50 was spec’d with all the other options I have today.</p>
<p>Yes in Europe, things only come in pkg (Chilly, Pepper, and ?). For the US market I feel MINI should have most items via ala carte. Dealers should also not spec cars they have on their lot via what “they” think people want.</p>
<p>At two of the dealers in my area, rarely does a MINI in midlevel price range come with Nav (often not even the higher priced MINI’s). Most aren’t spec’d with Autodim rearview mirror or alarm system. If you live in a metro area city, most people will want the alarm system.</p>
<p>MINI just had their <a href="https://www.motoringfile.com/2016/04/12/mini-has-its-best-worldwide-sales-month-ever/" rel="nofollow">best sales month ever</a> — worldwide. They did so well that it was more than enough to offset plummeting US sales. So this is specifically a USA problem. What is it about the US market that makes it different from the rest of the world?</p>
<p>MINI cannot grow U.S. sales figures as long as enthusiast magazines publish articles like the Car and Driver June 2016 long-term test of a 2014 MINI Cooper S.</p>
<p>Other than liking the powertrain and infotainment suite, the reviewers couldn’t find much good to say. Although the Generation III MINI is “a much more mature and refined car” they thought the MINI “wasn’t made particularly well” and were “left hunting for happy thoughts.” Although marketed and priced as a premium car, one reviewer thought “everything seems unnecessarily cheap in the interior but designed to trick you into thinking it’s premium.”</p>
<p>They called the MINI dash “ergonomically challenged” and complained about the number of things that rattled, broke or fell off. They referred to it as a “rattletrap” and noted that in 21 months and 40,000 miles, the MINI was at the dealership 11 times for maintenance and repairs. Seven visits were unscheduled and in one 90 day period, the dealer had the car for 45 of those days.</p>
<p>Don Sherman said “If this car were a Christmas present, I would immediately regift it.”</p>
<p>Admittedly this was an early Gen III car and maybe some of the issues, such as repeated visits to the dealer to replace suspension components, have been resolve by now, but people reading the article are not going to be drawn to consider a MINI purchase based on this review.</p>
<p>Yes, but how many “regular” everyday consumers (non enthusiast) read C&D, Motor Trend, etc? Most consumers these days go online to places like Edmunds, KBB, TrueCar and similar to look for info and comparison shopping.</p>
<p>type “mini cooper s review” and what comes up first in Google? … the aforementioned article.
I ALWAYS do a quick “review” search for any type of car I would consider buying and it’s not by going directly to websites I frequent but rather trying to read ALL reviews that are out there.</p>
<p>Condemning a car in its first months of production is irresponsible. But plenty of people will believe stupid reviewers. My 2016 F56s is solid in every way. It has not produced a single rattle or loose piece. I haven’t needed to take it back to the dealer for any reason. It starts and runs great. Its interior is attractive, comfortable, and convenient. Nevertheless, idiots will be heard. All they need is a soap box and a paycheck for being outrageous. Consider the political drivel of the past few months and know the truth of that.</p>
<p>I am a long time Mini Enthusiast, but I’ve never owned one. I’ve come very close to purchasing a Countryman on a very occasions but I’ve never been able to pull the trigger. I just bought my first hatchback, a Ford Fiesta SE (loaded) and seriously considered the new Clubman, which I absolutely love, but I still didn’t pull the trigger. I’m 30…will be 31 in October, single, progressive, live in Milwaukee (but travel all over the US for work) and I am the ideal “buyer” Mini is often chasing after…yet. I still haven’t pulled the trigger. And oh, yea. All I drive is manual transmission. Even my 2014 Ford Fusion is a manual. Anyway, here goes. I hope I’m not to long winded.</p>
<p>Pricing/Value for the Money: Mini, like BMW, does a good job of figure out “base prices” for example the base price on the Mini Cooper hardtop is reasonable, same deal for the Clubman (and to some extent the Clubman S) but once you start adding basic content that everybody makes standard, Mini’s pricing gets out of hand. For me, I considered the Cooper S Clubman. I wanted something equipped similarly to my Fusion (Sunroof, Navigation, Leather, stick shift, decent room, hatchback versatility for my job in the medical field) I haven’t considered the new Hardtop or the 4 door hardtop because I think the styling is strange. For some reason it just “works” on the Clubman IMO. The 4 door Hardtop in particular looks like a Chinese knockoff of the 2 door. Styling just doesn’t work. Anywho…</p>
<p>Base MSRP: $27,650
Options:
-Pure Burgundy Paint: $500.00 (black roof/mirrors)—Ridiculous</p>
<p>-Fully Loaded Pkg: $5,250.00
(combo of sport, tech and premium pkgs) with 18 inch black wheels and adaptive cornering LED headlights too.</p>
<p>-Cold Weather pkg: $750.00—I live in Milwaukee, Wi it is a MUST in Winter
(which should be included standard or at least in the Fully loaded pkg)</p>
<p>-JCW Interior pkg with Leatherette/Cloth interior combo: $1150—
loved it in a Cooper Hard top I saw, gotta have it if I get one.</p>
<p>Rear spare tire: $100.00—RIDICULOUS…for a base price of $27,000 it should be standard or at least included in the fully loaded package.</p>
<p>Mini Yours Illuminated Interior Panels-Pure Burgundy: $400.00</p>
<p>Alarm System: $500.00—again RIDICULOUS, should be standard for the BASE price of this car or at least included in that fully loaded package.</p>
<p>Satellite Radio: $300.00—again RIDICULOUS…either make it standard or include it in the fully loaded pkg.</p>
<p>Mini Heads Up display: $750.00—even more RIDICULOUS…standard or in the fully loaded pkg.</p>
<p>Universal garage door opener with compass: $250.00—another nickle and dime item that should be standard or in that expensive $5,250 fully loaded pkg.</p>
<p>Total Cost: $38,450 MSRP…and that’s with a manual transmission, WITHOUT power seats and driver memory (my Fusion has this feature) and without full leather upholstery. I don’t like the base upholstery and the interior feels rather drab unless the elements are changed up some…burgundy trim, two tone seats, etc.</p>
<p>So what starts out at a reasonable price of $27,650 quickly balloons to $38,450 with nearly $10000 worth of “options” that really need to be included in that expensive ass Fully loaded pkg! The 1.5L model is about $4000 cheaper bu even at $35000K or so I can’t see myself paying that kind of money for a car with a 3 cylinder engine, especially when my I4 Fiesta makes similar power and gets better MPG.</p>
<p>-My new Fiesta hatch was under $17,500 out the door with sunroof, navigation, Sync3, Sport cloth seats, etc.</p>
<p>Could have gotten into a fully loaded Focus for $22K or so. Golf and Mazda3 for about 24K. A loaded GTI for $27K or even lower.</p>
<p>Get my point?</p>
<p>I also have a hard time paying $38K for ANY vehicle with reliability ratings and durability reviews as poor as the latest crop of Minis get. I have followed the brand for years…and the issues with long term durability are concerning.</p>
<p>Add in the fact that gas prices are indeed cheap, cars that were once considered “cheap” now are pretty premium and nicely equipped (new Civic, Focus, Mazda3 and even the new Cruze have very “premium content and materials these days) and the fact that the compact and subcompact (read NOT Crossover) sales are stagnant or shrinking and its no surprise that Mini isn’t selling as many cars as they once did.</p>
<p>Until the pricing (and especially the reliability) improve…I’ll just be an onlooker. I can certainly afford one, but the “value” just isn’t there for what I’d have to pay especially considering the real risks I would be taking with the reliability.</p>
<p>Article on Automotive News “Mini’s goal: Grow sales without hurting brand’s image” Link: <a href="http://www.autonews.com/article/20160430/RETAIL01/305029976/minis-goal-grow-sales-without-hurting-brands-image" rel="nofollow ugc">http://www.autonews.com/article/20160430/RETAIL01/305029976/minis-goal-grow-sales-without-hurting-brands-image</a></p>
<p>After eagerly awaiting the clubman to replace my aging R53 I have little hope remaining and this coming from a brand loyalist…I will share what has kept me from purchasing.</p>
<p>No carplay/android auto support
The lack of electric/memory seats except as a ridiculously overpriced option.
adaptive cruise control as an add-on option only after “fully loaded pkg”
It’s just laughable that something called the “fully loaded package” contains none of the options I actually want!</p>
<p>perhaps they could do some market research and develop proper technology pkg</p>
<p>Pretty valid points. Keep complaining loud enough. MINI is listening.</p>
<p>How did Fiat do while MINI sales fell flat and declined? They continue to produce the 500, which is smaller than any current MINI and still oozes character. It would be interesting to see if their small car sales are still up, as it might indicate people who otherwise wanted a MINI went to Fiat because it checks some (not all) of the boxes that the original MINI did, but at a lower price point.</p>
<p>If Fiat sales declined too, it supports Gabe’s suggestion that small cars may be taking a hit across the board.</p>
<p>They’re using massive incentives right now to hold sales steady. April saw Fiat as a whole rise 6%.</p>
<p>Sorry, my above comment should have been posted in reply to you.</p>
<p>According to Matt’s MINI Index, Fiat’s sales for the first four months of 2016 compared to 2015, are down 18.02%. MINI’s sales are down 13.52% for the same period YTD.</p>
<p>Gas prices will go back up? Umm.. no thanks, I prefer for them to stay down so I can use my money on better things than Gas.</p>