Mini Sales Data & Trends for the European Automotive Market
Mini brand sales and market share in Europe have grown from 2009 to 2018 with just a slight hiccup in 2012 and 2013, and market share has stabilized from 2012 to 2014 before growth continued in 2015 thanks to the new generation Mini, which includes the two-door, four-door and convertible. The coupe and roadster variants, introduced in 2012, had never been intended as volume models for the brand and were discontinued for the new generation. The brand’s portfolio will focus less on niche models in favor of high-volume, like the 5-door hatchback, introduced in 2015. This means the Paceman two-door crossover wasn’t replaced either.
The Countryman and Paceman crossover models made up over one third of the brand’s total sales between 2011 and 2015, before dropping as the hatchback was renewed but the Countryman wasn’t renewed until 2017. The new Countryman should help the brand increase sales even further, after setting new sales records in 2015 and 2016, breaking through the 200.000 sales milestone for the first time ever.
Because American customers don’t know how to appreciate heritage, they apparently found the dashboard layout with the large central speedometer and the airplane-switches for the power windows and other options of the Mini too quirky. Never mind that it’s reminiscent of the original Mini and as recalcitrant as the brand aspires to be, these features were gone for the new generation. And the Mini increased in size and weight as well, making the name Mini not very appropriate anymore, but thankfully the enjoyable driving dynamics have remained part of the brand’s DNA. You never know, since the USA is the brand’s biggest market, and some Americans might complain about a lack of comfort.
The second generation Mini Clubman has grown significantly in size and loses its quirky right-hand side only rear door for a pair of conventional rear doors, but keeps the characteristic double doors for the trunk. It was grown significantly in size as well and is facing internal competition from the new Countryman.
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