MINI USA to Re-Introduce Oxford Edition MINIs As Value Based Packages

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MINI USA is reintroducing its popular Oxford Edition models as a way to offer a low-cost entry point for the brand in the U.S. However, this isn’t a stripped-down, no-frills package. As before, MINI USA has bundled a selection of options and leveraged volume discounting to create a compelling product at an attractive price.

First reported by Automotive News and collaborated by sources, the Oxford Edition models aim to provide lower-priced options to both boost sales and introduce new customers to the brand. The Oxford Edition models are expected to offer bundled features at a more affordable price point, appealing to value-conscious consumers.

It’s important not that this is a package and not a new model offering like the Countryman C we reported on yesterday.

The History of MINI USA’s Oxford Edition

The MINI Oxford Edition was initially introduced as a value-oriented variant of the MINI Hardtop, exclusively available to college students and recent graduates. In October 2020, MINI USA expanded the Oxford Edition lineup to include the Countryman model and made it accessible to all customers. 

In October 2020, MINI USA expanded its Oxford Edition lineup to include the Countryman model, offering features such as leatherette upholstery, a 6.5-inch display with Bluetooth, a rearview camera, rear park distance control, a panoramic sunroof, 18-inch wheels, an anthracite headliner, heated front seats, and automatic climate control. The 2020 MINI Cooper Countryman Oxford Edition was priced at $25,900, while the Cooper Countryman ALL4 Oxford Edition was $27,900, including approximately $5,500 worth of optional equipment as standard at no additional cost.

As of February 2023, MINI USA reintroduced the Classic Trim to all Hardtop, Clubman, and Countryman models, with the base MINI Cooper in Classic Trim starting at $25,800. This reintroduction marked a shift from the earlier pricing of the Oxford Edition, which was previously available for just over $20,000.

Fast forward to today and MINI has officially announced the return of the Oxford Edition models to the U.S. market. According to Mike Peyton, Vice President of MINI’s America region, these upcoming Oxford Editions will not be stripped-down versions to reduce costs. Instead, they will bundle certain features at a lower price compared to ordering them individually. An official announcement with more details is expected in the coming weeks.

The Oxford Edition has historically been an attractive option for new buyers, with up to 80% of purchasers being new to the MINI brand. The reintroduction of these models aims to bolster sales following a challenging year in 2024. With a refreshed lineup and the return of the value-oriented Oxford Editions, MINI aims to sell approximately 35,000 cars in the United States in 2025.

The post MINI USA to Re-Introduce Oxford Edition MINIs As Value Based Packages appeared first on MotoringFile.

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