MINI EVs Sales Up Significanctly As Overall Sales Fall in 2024

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In 2024, MINI faced a challenging year, with global sales declining by 17.1% to a total of 166,703 vehicles. This downturn was largely attributed to a comprehensive model changeover and production issues, including a recall related to braking systems. But there was one big bright spot.

Despite the decline in overall sales, MINI experienced a notable bright spot: EV sales nearly doubled in the fourth quarter, with 29,698 fully electric models delivered. While MINI’s total sales were down by 7.5% in Q4, the brand appeared to be closing the gap compared to earlier quarters.

In the U.S., MINI’s sales mirrored this global trend, decreasing by 21.5% to 26,299 vehicles, compared to 33,497 in 2023. This decline was anticipated, as the brand transitioned to an entirely new product lineup, including the launch of all-new MINI Countryman and Cooper models.

A key success point often overlooked is the critical role MINI’s EV sales play in helping BMW meet its electric vehicle mandates in key markets. Without MINI, BMW would likely struggle to achieve these targets and might be forced to purchase regulatory credits, as other automakers do.

This serves as a reminder that while MINI’s sales were down last year, the bigger picture is less negative when considering the brand’s strategic importance to the larger BMW Group.

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