MINI is Changing Pricing Strategy in the UK

[DimON]

In a bold move to invigorate its electric vehicle (EV) sales in the UK, MINI has implemented substantial price reductions across its electric lineup, while marginally increasing prices for its combustion-engine models. This strategic shift aims to align with the UK’s ambitious electrification goals and stimulate consumer interest in EVs.

Significant Price Reductions on Electric Models

The most notable adjustment is the £9000 reduction on the all-electric MINI Countryman E, bringing its new starting price to just under £33,000, down from £42,200. This repositioning makes the Countryman E more competitive against rivals like the Hyundai Kona Electric and Skoda Enyaq. Similarly, the MINI Cooper E now starts at £26,895—a decrease of over £3000—positioning it alongside more budget-friendly options such as the MG 4 EV, though the Fiat 500e remains a less expensive alternative. The upcoming Aceman model also sees a price drop from £31,800 to £28,995, undercutting competitors like the Fiat 600e and Smart #1.  

Incremental Increases for Combustion Models

Contrasting the reductions in the electric lineup, MINI has introduced modest price increases for its combustion-engine vehicles, ranging between £1000 and £2000. For instance, the MINI Cooper three-door model now costs £24,995, reflecting a £1725 increase from its previous price.  

Context and Implications

These pricing adjustments come amid a backdrop of sluggish EV sales in the UK, with electric cars accounting for only one in four new car registrations last month—falling slightly short of the 28% target set by the Zero Emission Vehicle (ZEV) mandate for this year. Manufacturers are under increasing pressure to encourage consumers to transition to electric vehicles ahead of the planned ban on petrol and diesel cars in 2030.  

By making its electric models more financially accessible, MINI aims to bolster EV adoption and meet regulatory benchmarks. Simultaneously, the price hikes on combustion models may serve to subtly nudge consumers toward considering electric alternatives, aligning with the need for the BMW Group to hit mandated CO2 targets

The post MINI is Changing Pricing Strategy in the UK appeared first on MotoringFile.

View the full article