Falling Countryman Sales Push MINI USA Sales Down for February
MINI USA sales are continued their downward trend for February with a decrease of 12.6% compared to the same month last year. In raw numbers that means 2,679 vehicles sold compared to 3,065 for February of 2018.
As you can see in the chart above, not only is the hatch down 20.8% but the Countryman continued its downward trend for the second month off a staggering 26.5%. More interesting, sales of the four door hatch were up 18% and inched closer to outselling the classic two door hatch. Also up was the Convertible (a model MINI is rumored to be killing off in a few years) and the Clubman.
So this isn’t just about buyers wanting crossovers right? It’s hard to know for sure but clearly buyers are staying away from the brand. Based on our conversations with dealers there may be several factors at play. For one dealers aren’t seeing R56 era buyers return to the brand the way they did with the first generation. This is likely due to both quality issues and a general move away from small cars in the US.
The other issue a couple dealers have told us is a lack of Countryman inventory. While this may be fairly isolated, it would seemingly align with the sudden dip in Countryman sales over the last few months.
All that said we’d love to hear from MINI Motoring Advisers out there to hear their thoughts the overall trend as well as the recent Countryman sales dip.
Will MINI USA Sales Rebound This Year?
There’s plenty of new product coming and reason to be hopeful. The full electric MINI is the one many of us have been waiting for and it will hit showrooms late in the year. Availablilty will be limited initially but production should ramp up considerably in early 2020.
But first up will be the revised JCW Countryman and Clubman packing 302 hp. Rumored for years, this will be MINI’s first foray into a true high performance product. Production should begin in July. While we don’t expect big numbers to be sold, this will be a halo product for MINI and could drive interest in the brand overall.
Finally there’s the GP which was recently confirmed as having 302 hp and all the looks of the original 2017 concept. While the production run of 3000 won’t move the needle in overall sales, it will become the fastest MINI of all time and a great brand halo.
For now the key sales drivers will continue to be the revised hatch and fact that (even before these upgrades) this is the best MINI lineup ever offered – especially in terms of quality.
<p>I think it’s a combination of a few things. One…Price. MINI’s are expensive. Period. Americans don’t understand small and expensive. Especially when one can get a Kia, Hyundai, Toyota, Honda, etc. at a much lower price with MORE FEATURES. MINI doesn’t even offer the basics of what buyers are shopping for now (Blind spot and lane departure). Two…Reputation of Reliability. Yes the cars are much more reliable now, but do people actually know that? I don’t think so. That message is no where to be found in marketing. I think people really do like MINI’s, but the price is playing a huge factor. Look at Preowned sales. I bet those numbers are totally different. The fact is that the competition has stepped it up so much, and MINI is truly getting left behind. They need to make big changes with this brand.</p>
Agree. I own a 2007 R56S and it’s almost time to replace it. I should be the best prospect for a new MINI. But I am also a victim of those reliability problems. Far too many issues to detail here and many fights with MINI service departments. As much as I like driving the car I could never pull the trigger on another MINI.
<p>Agree. I own a 2007 R56S and it’s almost time to replace it. I should be the best prospect for a new MINI. But I am also a victim of those reliability problems. Far too many issues to detail here and many fights with MINI service departments. As much as I like driving the car I could never pull the trigger on another MINI.</p>
<p>Sorry to hear that. They’re so much better built and truly some of the most reliable cars made now.</p>
<p>I just replaced my 2007 R56 with a 2019 Countryman, but I am definitely an outlier. I was convinced by the latest rankings and comments from Pat McKenna’s interview. But even the Mini salesperson admitted they rarely see R56 owners come in to buy another Mini.</p>
<p>I can only imagine how hard it is to reinvest in a brand that someone feels burned them. But I do think it’s worth the leap of faith given how much better these cars are.</p>
<p>The Countryman is not the only SAV down for a second month in a row – the BMW X1 which shares the same UKL2 platform and drivetrain is down 49.4%</p>
<p>Thanks to the X2.</p>
<p>The 2019 numbers would suggest that, but total X1 US sales in 2018 were down only 5.7% – 29,060 vs 30,826 – despite the X2 going on sale in the spring with YTD sales of 16,154.</p>
<p>The X3 also took a bite.</p>
<p>I’m a 2013 MINI Countryman ALL4 owner and was looking to upgrade to the new model as they look to be pretty sweet. Unfortunately, the lack of basic standard safety features and a tow hitch option for light towing (less than 2000 lbs) will cause me to look elsewhere. A true SAV should have towing/hitch options for hauling gear around.</p>
<p>We tow! <a href="https://uploads.disquscdn.com/images/bd0330d7480689f38401243eed3ef16e2621f1ef4db3148d6629147b51fb3219.jpg" rel="nofollow ugc">https://uploads.disquscdn.com/images/bd0330d7480689f38401243eed3ef16e2621f1ef4db3148d6629147b51fb3219.jpg</a></p>
<p>I know it can be done, but not looking for aftermarket solutions. It should come equipped from the factory.</p>
<p>Good looking teardrop trailer – makes a great combination with the Countryman.</p>
<p>Edit: Sorry Mike, comment meant for Bob.</p>
<p>If there’s a limit on what the Nedcar factory can produce I’d expect BMW to be prioritizing their own X1 and X2 models as each of those have a fatter profit margin. As for inventory, between the two DC dealers they’re showing nearly 50 Countrymen in stock but maybe they’re not configurations that people want to buy off the lot?</p>
Reminds me of that uncomfortable conversation that goes like this, “Its not you, it’s me.”
I wonder if BMW thinks it’s their vehicles or the markets. And “both” is an option, too.
<p>Reminds me of that uncomfortable conversation that goes like this, “Its not you, it’s me.”</p>
<p>I wonder if BMW thinks it’s their vehicles or the markets. And “both” is an option, too.</p>
<p>It’s not just BMW who is experiencing global headwinds. There is simply overcapacity in the global auto industry and there are bound to be casualties before long. The Ford Fiesta has been the UK’s best selling car for decades, and it’s the fourth best selling car in Europe, and yet Ford is axing 40 of its 92 Fiesta variants in Europe to boost profitability, some of which are the 3-door variant. Ford USA, however, is withdrawing the Fiesta altogether, and VW has never been able to make a business case for selling its excellent Polo in the US.</p>
<p>Ford has also recently gone into partnership with VW to share the development of small trucks and vans, and possibly a joint venture in EVs. We also hear that BMW and Mercedes might share the development of a future next generation small car front-wheel drive platform. Small cars cost almost as much to design and build as large cars, and are becoming increasingly hard to make profitably. It all begs the question, “how much longer can MINI hang on in the US?”.</p>
<p><a href="https://www.autocar.co.uk/car-news/industry/ford-axes-40-uk-fiesta-line-boost-profitability-europe" rel="nofollow ugc">https://www.autocar.co.uk/car-news/industry/ford-axes-40-uk-fiesta-line-boost-profitability-europe</a></p>
<p>I think MINI is off the radar of most people. It’s rarely mentioned in any shortlist of cars to consider (e.g. Rav4, CR-V, Forester, etc…); neither is it included in most professional reviewer’s lists of recommendations. It’s considered “niche”.</p>
<p>Likewise, it really is hard to argue for a Countryman over an X1 or X2, given their overlapping price points, and the latters’ added kit. Lastly, as others have mentioned, so many de rigueur safety systems are completely absent from MINI’s offerings (and also missing from X1/X2!). Even I find this to be unacceptable in 2019!</p>
<p>The only reasons why I returned to MINI [I have an F60 now] were a) a great experience with my F56, and b) the manual transmission. However, it seems that to have most modern safety systems, one cannot have a manual transmission too, so down the road, I will have a decision to make, regarding manuals, and if I give that up, then the reasons to stick by MINI are even less compelling. Either MINI will have to step-up, or I will have to look elsewhere, next time.</p>
<p>I took delivery of my 2006 MINI Cooper s on 1 NOV 2005. I have less than 49,000 miles on the car, and still have the original brake pads and clutch. The car has been modified (full race exhaust, no catalytic converter, headers, and cat-back system, undersized pulley). Delivered price was 26,500 dollars. For that money I got the sport suspension, LSD, Harmon-Kardon sound system, Chrono Package, i.e., oil pressure gauge, oil temperature gauge. Basically the ability to pick and choose the go fast, corner fast pieces with no fluff added.</p>
<p>Fast forward to the current generation, and I am forced to pick among 3 trims, which basically have stuff I do not want or need, and forces me to limit my exterior color choices. In addition, all the vehicle safety features that I would never want or use. If you can’t adjust your interior and exterior mirrors to monitor traffic around you, or turn your neck and head to back up without hitting an object or car behind you, you probably should not be driving,</p>
<p>The sum of all the actions in paragraph two, results in a car that is overpriced for its features and performance. After pricing the JCW trim I selected, I came to the realization that there are far too many other makes and models that provide equal or superior performance for less money. MINI today seems to fail in offering what I call “bang-for-the buck”.</p>
<p>My wife and I have had six Minis over the last 10 years. I currently drive a 2018 Countryman JCW. My wife drives a 2017 Jeep Cherokee. When we went to replace her 2015 Mini Hardtop, she felt that the new one would be exactly the same, except in a color she liked less. That’s the problem: Mini needs to update ongoing models more often and bring out the new ones more quickly. Will my next Mini in 2020 be a Countryman JCW? Not if the only difference between the new one and my current one is a difference of about 78 horsepower.</p>