Yes, total monthly year-on-year sales did drop 3.3%. But this is for a month where total US light vehicle sales dropped 4.7% (Probably more, but Ford has delayed reporting due to a fire in corporate HQ on Monday.) Not only that, but in Matt’s MINI Index, MINI placed second, only behind Subaru! And this was in a month that had two less sales days than October 2015.
Looking more deeply into the numbers, there is no doubt that the new Clubman is doing well. Total 4-door sales grew to 2,741 units from 2,237 compared to October last year. While the MINI purists lament the increase in footprint of the latest offerings, the numbers don’t lie: The larger vehicles have greater market appeal.
Looking more closely at the competition, MINI’s numbers don’t look bad at all. The consumer love-affair with Scion seems to be over as inventory becomes scarce. Smart USA offerings just don’t really appeal to the US buyer market. Fiat and VW both continue to hemorrhage sales. Mazda makes very compelling vehicles, but they don’t seem to command buyer attention and dollars. Any of these brands would be much happier with only a 3.3% monthly year-on-year decline. But all of this comes with a grain of salt: MINI sales seem to be stabilizing here in the US, but at a lower total volume than last year. MINI is holding it’s own, but as a slightly smaller company than it was last year.
Official News:Woodcliff Lake, NJ – November 1, 2016…
MINI Brand Sales
For October, MINI USA reported 3,954 automobiles sold, a decrease of 3.3 percent from the 4,087 sold in the same month a year ago. Year-to-date, MINI USA reported a total of 42,865 automobiles sold, a decrease of 12.6 percent from 49,061 automobiles sold in the first ten months of 2015.
MINI Pre-Owned Vehicles
- In October, sales of MINI Certified Pre-Owned set an October record with 1,016 vehicles, an increase of 1.7 percent from October 2015.
- Total MINI Pre-Owned sales also set an October record with 2,457 vehicles in October 2016, an increase of 9.3 percent from October 2015.
- Total MINI Pre-Owned sales year-to-date were 23,760, a 5.2 percent increase from the first ten months of 2015.