MINI’s Global Comeback: EVs and JCW Models Power 2025 Sales Surge

[DimON]

MINI may be heading into a new era, but in Latin America, it is already off to the races. According to BMW Group’s 2025 regional sales report, MINI delivered 7,587 vehicles across Latin America, marking a 19 percent increase over 2024. While the premium segment across the region shrank by 1.6 percent, MINI grew by doing what it does best: offering a compact, character-filled portfolio that now spans combustion, hybrid, and fully electric powertrains.

Much of that momentum came from two ends of the MINI spectrum. On one end, the brand’s fully electric lineup nearly doubled its volume, delivering just under 2,000 units across the region. That growth was largely fueled by renewed interest in the MINI Cooper SE and the early success of the new Aceman, MINI’s five-door electric crossover.

On the other end, John Cooper Works models saw a 68 percent jump in year-over-year sales, thanks in part to the debut of two electrified JCW variants: the MINI JCW Electric and the JCW Aceman. This is the first time JCW buyers in the region have had a battery-powered option, and early numbers suggest the formula is working.

Taken together, MINI’s product strategy in Latin America reads like a case study in brand evolution done right. Rather than forcing electrification, MINI has introduced it gradually alongside combustion models, giving buyers real choices without diluting the core product.

Globally, MINI sold just over 288,000 vehicles in 2025, up 17.7 percent from the year before. More than 100,000 of those were fully electric—good for a third of total volume. That growth was largely led by Europe and China, but the Latin American market showed that smaller, developing regions can also deliver meaningful volume, especially when offered a flexible product mix.

In 2025, MINI didn’t just outperform expectations. It outmaneuvered the premium segment’s downturn with a blend of performance, personality, and powertrain variety. And with more all-new models like the electric Countryman and JCW variants on the way in 2026, this could be just the start.

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