MINI USA 2024 Sales: A Down Year with Bright Spots on the Horizon

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MINI USA’s 2024 sales performance reflects a year of significant transition, with overall sales declining 21.5% year-to-date (YTD) as the brand underwent a major model changeover. This shift, driven by the introduction of new Cooper and Countryman models, naturally impacted availability and sales of outgoing models. While the overall numbers show a downturn, the data reveals some bright spots, particularly for specific models like the Countryman.

The Numbers Behind the Change

Throughout 2024, MINI USA experienced a notable dip in sales. This was expected, as the shift to a completely refreshed product portfolio led to lower inventory levels and limited availability of outgoing models. A major recall in Q3 didn’t help either.

In the first quarter, sales fell sharply, signaling the start of the model changeover process. By mid-year, the trend continued, with Q2 results showing further declines as production lines shifted focus to preparing the new lineup.

However, by Q3, signs of recovery began to emerge as the first shipments of the all-new MINI Cooper S and MINI Countryman models arrived in dealerships. Despite lingering supply constraints, there was interest in the new models with a few notable bright-spots in the data.

Overall Sales Performance

For Q4 2024, MINI sold 8,748 vehicles, marking an 18.0% decline compared to 10,728 in Q4 2023. YTD, sales totaled 26,299 units, down from 33,497 in 2023. Despite the overall dip, the numbers reflect a brand in transition, with new models beginning to arrive in the latter half of the year.

Winners and Losers: Model Breakdown

Sales Declines:

Cooper Hardtop 2-Door – Sales dropped 3.7% YTD to 8,445 units (from 8,766 in 2023). The fourth quarter saw a sharper decline of 16.2%, indicating slower momentum for this staple model during the changeover. We can’t help but wonder if MINI’s softening of this model (no shift paddles, visible exhaust or a manual transmission) were part of this downward trend in Q4. This may be an model MINI might want to refresh sooner rather than later.

Convertible – No surprise here—the convertible saw the most dramatic drop, plunging 58.6% YTD, with 2,208 units sold compared to 5,331 in 2023. This decline is simply due to the fact that production didn’t resume until November 2024. However, according to MINI USA, pre-orders for the new F67 models are already exceeding expectations.

Clubman – Like the convertible, this shouldn’t be a surprise given production ended in January of last year, Clubman sales declined 71.4% YTD, with 783 units sold compared to 2,735 the year prior. However here’s to the lucky 12 buyers who found new Clubman models on the lots in Q4. We may be biased, but it remains the best large MINI ever sold by the brand.

Sales Increases:

Cooper Hardtop 4-Door – Bucking the overall downward trend, this model saw a 68.0% increase in Q4 sales, rising to 1,677 units from 998 the previous year. However, YTD sales still reflect a 22.4% decline, with 3,216 units sold compared to 4,143 in 2023. The Q4 surge suggests that the newer generation models are gaining traction as inventory stabilizes.

Countryman – The standout performer in MINI’s lineup, the Countryman posted an 11.0% increase in Q4, rising from 4,299 to 4,771 units. While YTD sales are down 7.0% (from 12,522 to 11,647), the Q4 growth highlights the strong demand for the all-new Countryman as it begins to roll out across dealerships.

A Strategic Shift

Based on what we see in data and hear from dealers, the sales slowdown in 2024 was not an indication of waning interest in the brand but rather a strategic move by MINI to overhaul its offerings.

With the arrival of these new models, MINI USA expects sales to rebound significantly in 2025. Dealerships are reporting strong pre-orders and heightened interest in the latest offerings, indicating that the demand for MINI’s unique blend of style and performance remains strong. Additionally, MINI’s continued push toward electrification and innovative technology is likely to attract new customers and retain loyal fans.

The year of transition has positioned MINI for long-term success, with a more competitive and refreshed lineup that better aligns with evolving consumer preferences. As production ramps up and availability increases, MINI is set to regain momentum and build on its reputation as a leader in the premium small car segment.

MINI vs. BMW Performance & Why The BMW X7 is MINI’s Best Friend

Interestingly, while MINI’s sales faced a decline, BMW sales in the U.S. totaled 117,506 vehicles, an 8.9% increase from the 107,881 vehicles sold in the fourth quarter of 2023. For the full year 2024, BMW sales increased by 2.5% to total sales of 371,346 vehicles compared to the 362,244 vehicles sold in 2023. This represents the second consecutive year that BMW has set a new sales record in the U.S. 

However, digging into BMW’s model lineup reveals an interesting data point—the X7, reportedly one of the most profitable cars in BMW’s portfolio, outsold the entire MINI brand on its own. While this might seem like a negative reflection on MINI, it’s actually a positive for the brand. The X7’s profitability helps insulate parts of the BMW Group, like MINI, that are experiencing a downturn, giving them the time and resources needed to regain momentum with new models. And when the cycle shifts (as it has in the past), MINI can return the favor.

Looking Ahead at 2025

The sales decline in 2024 reflects a necessary step in MINI’s evolution as it phases out older models and introduces a refreshed, more competitive portfolio. The Countryman, in particular, is poised for a big year in 2025 with both fully electric and petrol-powered variants.

That said, MINI will need to address certain criticisms of the new models. Some adjustments are already in motion, including greater flexibility with options, colors, and trims. However, other changes—such as shift paddles and potentially even the return of the manual transmission in Cooper models—may take longer to implement.

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