MINI saw a surge in Q3 and Q4 sales which helped to make up ground from a dismal first half of the year. Despite COVID disrupting everything from production to sales, MINI saw only a 15.8% decrease in sales as compared to 2019. Given the year that was 2020, things could have been quite a bit worse.
Despite the downward numbers for the year, there were some notable trends. The all electric MINI Cooper SE was a massive hit and remained sold out for the year in most markets. On the other end of the spectrum MINI is reporting that JCW models have seen increased demand globally. That’s especially important given that profit margins are significantly higher from JCWs as compared to more bare-bones models MINI typically sells at volume.
In total MINI brand sales reached 292,394 units (-15.8%) in 2020. The fully electric Mini Cooper SE saw with 17,580 vehicles sold – a number inline with the highest estimates that the brand had hoped for. John Cooper Works models saw similar sales figured with a total of 20,565 units. That’s a massive +20.8% improvement over 2019.
For 2021 the brand is betting on the forthcoming LCI for the F55, F56 and F57 models as well as more production capacity for the MINI Cooper SE.