MINI USA Sales Down in Q3 as New Models Finally Begin Arriving at Dealers

[DimON]

MINI USA sales were down 33% from the previous year, despite the introduction of all-new models. However, this decrease likely reflects less on the cars themselves and more on availability issues and a poorly timed recall and stop sale.

MINI’s sales in the U.S. totaled 5,284 vehicles in the third quarter of 2024, a 33% decrease compared to the 7,900 vehicles sold in the third quarter of 2023. To put that in perspective, this is less than the total number of highly profitable X7s BMW sold in the same period.

We identify three key reasons for this decline. The first and most critical is inventory. While inventory levels have increased, they were not sufficient for dealers throughout the quarter.

Second is the recent the recall and stop sale of cars already on the lot. The issued is involving the braking system on a large range of cars and has frustrated dealers as its directly affected sales.

Finally, there has been a lukewarm response from some current MINI fans regarding the new models. While it’s unclear how much this has impacted sales, it is evident from comments on MotoringFile and social media channels.

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