MINI USA Sales Down Sharply Due to Massive Model Change Over

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You can’t sell cars if you don’t have them. That’s what a lot of MINI’s US dealers saw in Q2 as the highly anticipated model change over to the new generation of MINIs begin. The result was a 22% decrease Q2 in sales vs the brand’s 2023 numbers and some holes in the model line-up.

Not surprisingly the biggest loser in sales were models that aren’t currently being made. The top of the list at 75.4% down is the five door Cooper which is being replaced with an updated F65 model starting with July production. Next is the Clubman which was off 73.6% vs Q2 20234. Sadly it’s not being replaced at all as MINI hopes the Countryman and five door Cooper can fill the gap.

MINI doesn’t breakdown the sales of the new generation vs the old but it’s safe to say that the reason the 3 door Cooper hardtop and Countryman saw better volumes due to their replacements trickling into dealerships in the last two months.

As always it’s fascinating to look at MINI’s sales figures compared to some single BMW models. One particularly interesting comparison is the BMW X7 which outsold the entire MINI brand in the US during Q2. Why is it interesting? The profit margins on the X7 are likely the highest of any product BMW makes vs MINI which are likely the lowest.

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