MINI USA July Sales Down, But Only by Single Digits
BMW NA released July sales numbers and the MINI brand is down 7.9% compared to July last year. This is the first single digit monthly drop in quite some time, showing that a new normal is starting to set in. What is odd is that MINI sales news is very bifurcated. World-wide, MINI is doing quite well. Here in the US, the brand continues to struggle. Premium and small never sell well in the US when gas prices and interest rates are low, and this months numbers continue to re-enforce those facts.
The four-door portfolio did quite well: Top volume went to the Countryman, then the Clubman and the 4-door Coupe. Convertible sales are helping, but the near doubling of rag-top sales only accounted for 264 addition units sold. The bad news is that for another month, the spirit of MINI, the 2 door coupe, sold less than 1000 units. Used sales were up this July, but not enough to offset losses in new car sales. Overall, MINI USA moved about 200 less cars this July than last.
Overall light vehicle sales are up 0.5% for the month (without Land Rover, Jaguar or Porsche numbers reported. This will be updated after they report). After 6 years of increasing sales, all indications are that pent-up demand and the effects of cheap money and gas have run their course, and that sales will plateau this year. Considering most bull markets for cars last about 4 years, the industry is resigned to this year being the end of a very long, good run. Matt’s MINI Index is up a meager 1.3%, mostly due to Scion have a record breaking swan song year. And it also appears that Smart has stabilized. It seems that there are a bit less than 500 people a month in the US that think buying a Smart is a good idea.
Official News: Woodcliff Lake, NJ – August 2, 2016…
MINI Brand Sales
For July, MINI USA reported 4,774 automobiles sold, a decrease of 8.0 percent from the 5,191 sold in the same month a year ago. Year-to-date, MINI USA reported a total of 29,918 automobiles sold, a decrease of 15.6 percent from 35,451 automobiles sold in the first seven months of 2015.
MINI Pre-Owned Vehicles
- In July, sales of MINI Certified Pre-Owned set a July record with 1,197 vehicles, an increase of 8.0 percent from July 2015.
- Total MINI Pre-Owned sales also set a July record with 2,629 vehicles in 2016, an increase of 3.6 percent from July 2015.
- Total MINI Pre-Owned sales year-to-date were 16,296, a 5.1 percent increase from the first seven months of 2015.
<p>Any MF analysis as to why MINI pre-owned sales are setting records at the same time new car sales are in the dumps?</p>
<p>Would imagine much more used inventory as the car ages. Logic would say the pre-owned numbers should continue to grow as more cars are pumped into the pre-owned inventory</p>
<p>Not sure about MINI, but there is an industry wide trend that more cars are being leased instead of purchased. These cars come back to the dealer and then have to be re-sold on the used market. It wasn’t that long ago that slightly used cars basically sold for new car prices. The glut on the used market is depressing used car prices, and people seeking value are buying a lot of these cars. Combine a three year old car, at a decent price, still under warranty, and one can make a compelling case for buying used. This is very, very true for BMW.</p>
<p>Wow, alarming to see the Cooper 2/door hardtop doing so poorly. That’s the heart and soul of the brand…</p>
<p>Subaru seems to be beating the odds, but if you have spent any time in the Pacific Northwest or Mountain West, there’s basically only two kinds of cars — trucks for the Republicans and Subarus for the Democrats. (A generalization but it captures something in the automotive culture). I reckon Subaru will always have that market, at least until global warming gives them Arizona weather up that way, which is hopefully long after we’re gone.</p>
<p>I recognize that mine is a minority opinion.
I have owned a 2009 R56 Cooper S and now own a 2012 R59 Cooper S Roadster.
Both cars were purchased for “fun to drive”, both with 6 speed manual.
I also drive a 2014 Jeep Cherokee as a “practical” vehicle
If I were to need to replace the R 59 Roadster at this time, it would likely be a Miata since MINI no longer offers the Roadster “fun factor”.</p>
<p>for me a roadster is not really “fun factor” but “fear factor” (due to the small size, low ride height, WW2 fighter pilot cockpit) — but, I would totally dig that these days, an old Miata to take out on the twisties to get the adrenaline pumping… kind of halfway towards a motorcyle for someone like me who doesn’t belong on a motorcycle…</p>
<p>A family member just picked up a ’17 Forester XT, the one with 250hp. $29K and pretty loaded. Holy cow that truck moves.</p>
<p>In the year 2013, when MINI USA sales peaked, 72% of customers who bought a new MINI chose either the Hardtop or the Countryman. The remaining 28% bought either a Clubman, Convertible, Coupe, Roadster or Paceman.</p>
<p>In the first seven months of 2016, 74% of customers who bought a new MINI chose either the Hardtop or the Countryman. The remaining 26% bought either a Clubman, Convertible, Coupe, Roadster or Paceman.</p>
<p>Matt – you correctly point out that sales of the 2-door Hardtop (3-door Hatchback) have continued to fall. This, however, was inevitable after the launch of the 4-door Hardtop (5-door Hatchback). Nevertheless, the combined sales of the 2 and 4-door Hardtop at 1,737 in July, and 14,296 YTD, make it currently the best seller in the range</p>
<p>In any event, it is right to consider the Hardtop as one model. BMW officially acknowledges this by declaring that the F55/56 Hardtop is the first of its five MINI “superhero” models, as follows:</p>
<ol>
<li>F55/56 Hardtop</li>
<li>F54 Clubman</li>
<li>F57 Convertible</li>
<li>F60 Countryman</li>
<li>F?? To be announced before the end of 2016.</li>
</ol>