MINI Global Sales Surge 17% in 2025, Driven by New Models & EV Demand

[DimON]

After a challenging 2024 marked by production delays and model changeovers, MINI has delivered a decisive comeback in the first half of 2025. The brand sold 133,778 vehicles globally through the end of June, representing a 17.3% year-over-year increase. Even more impressively, MINI’s second quarter alone saw 69,163 units delivered—an eye-opening 33.1% increase over the same period last year. It’s the kind of rebound that signals more than just a return to normal—it suggests MINI has regained its footing in a market that’s shifting rapidly beneath it.

The key to this resurgence lies in the full availability of MINI’s new generation lineup. The all-new Cooper and Countryman—now widely available in both combustion and electric forms—are finally making their way into customer hands after months of tight inventory. According to MotoringFile, the United States was a standout performer, with MINI’s U.S. sales rising 29.1% in Q2 and 19% year-to-date. That growth is notable not just for its scale, but because it indicates that American buyers, long considered ICE loyalists, are responding to the new electric offerings and refreshed design language.

But this isn’t just a story of supply finally catching up with demand. It’s a turning point in MINI’s electric ambitions. Over one in three MINIs sold globally in the first half of the year were fully electric, making BEVs the brand’s primary growth driver. That share is a clear sign that MINI’s push toward full electrification is resonating with consumers. While the transition from quirky, petrol-powered heritage to quiet, torque-rich electric future hasn’t been seamless, 2025 is proving that the strategy can work when product execution aligns with market timing.

The Chinese market, long a difficult terrain for foreign brands in the EV era, even showed growth for MINI. That uptick is partly thanks to the brand’s local manufacturing footprint through the Spotlight Automotive JV with Great Wall, which began building the Aceman and the new Cooper Electric for the Chinese market. With aggressive domestic competition and a constant price war among Chinese EVs, MINI’s modest success there speaks to the enduring appeal of its design and brand ethos—albeit now reengineered for a battery-electric world.

To understand the significance of these numbers, it’s worth looking at the recent past. MINI ended 2024 with global sales down 17.1%—its weakest performance in years. Much of that decline stemmed from limited availability of the new models, as production transitions and global logistics snarled deliveries. What we’re seeing in 2025 is, in part, a recovery of that lost volume. But it’s more than a rebound. It’s proof that the updated MINI lineup, particularly the BEV variants, is finding an audience in an increasingly competitive landscape.

This growth is not without caveats. The electric vehicle market is becoming crowded, especially in regions like Europe and China, where established automakers and agile startups are flooding showrooms with sleek, affordable alternatives. MINI’s premium positioning and heritage-driven design help it stand out, but those traits will be tested as it moves toward a fully electric lineup by the early 2030s. Sustaining momentum will require not just charming design and clever marketing, but competitive pricing, cutting-edge tech, and a genuine EV ownership experience that matches the brand’s image.

Still, as first halves go, 2025 has delivered more than MINI could have hoped for. The numbers speak to a brand that’s regaining relevance and finding its footing in a transformed automotive world. With volume recovering, BEVs surging, and the next wave of models—including the Aceman and JCW variants—set to expand the lineup further, MINI appears to be writing the first successful chapter of its next era.

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