US MINI Sales Slide Dramatically in Q1 as the COVOID-19 Shutdown Continues
With the COVOID-19 shutdown affecting the global economy, US MINI sales totaled 5,237 vehicles, a decrease of 35.1% vs the 8,072 vehicles sold in the first quarter of 2019. Here’s the official statement from BMWNA:
BMW of North America entered 2020 with product demand high and strong momentum stemming from an ongoing product offensive that saw more than 40 new and refreshed products launched over the previous 24 months. However, U.S. sales in the first quarter of 2020 were adversely affected by the ongoing global COVID-19 pandemic, which has many states still under shelter-in-place orders. Consequently, several BMW and MINI showrooms across the country remain closed with only essential personnel available for necessary service.
“The top priority for us during this global crisis is the health and well-being of our customers, dealers and employees. “Simultaneously, we are working closely with our dealer networks to help them in their efforts to maintain their financially liquidity, while also supporting our customers by extending vehicle warranties and maintenance plans, and offering no cost vehicle pickup and delivery for urgent service matters.”
Bernhard Kuhnt, president and CEO, BMW of North America
Hopefully MINIUSA steps up with solid April incentives
Prior to the Coronavirus, BMW had already announced that from 2020 it would only publish quarterly sales data. This is sensible because it has long been recognized that one month’s sales data does not predict a trend, and that at least three months is a more accurate indicator.
Looking at the above Q1 data, perhaps the most startling is the dramatic fall in sales of the i3. The launch of the MINI Cooper SE and the extraordinarily enthusiastic reviews it has generated worldwide, is more likely the primary cause for the fall in customer interest in the i3 in Q1.
I should add that global annual sales of the i3 have increased year on year ever since it was launched, with regular upgrades boosting global sales. Only in the U.S. has the i3 failed to attract sufficient buyers. Let’s face it, premium small cars are a hard sell in the U.S.
BMW actually quit making the i3 in any sort of quantity. Very hard to find one since October of last year, and the 2020 models are even more limited.
Thanks for that Peter. Interestingly, you will see from the following BMW supplied data, U.S. sales of the i3 during Q4 2019 increased by 31.7% overall, helped by an 87% turbo boost in sales last November.
BMW i3 US Sales Q4 2019
Oct: 214 (-40%)
Nov: 918 (+87%)
Dec: 359 (-15.3%)
I have also listed total global i3 sales showing how the i3 has increased sales year on year since its launch in 2013.
BMW i3 Total Annual Global Sales
2013: 00,311
2014: 16,052
2015: 24,057
2016: 25,528
2017: 31,482
2018: 36,829
2019: 42,073
By the way, between November H2 and March H2, MINI Plant Oxford was churning out 500 Cooper SE models every working day. By my calculation that amounts to some 40,000 units produced prior to the lockdown.
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