Mini's Sales Plummeted in 2024

Mini's Challenging Year

The car industry as a whole enjoyed a prosperous year in terms of sales, but Mini was an exception. In 2024, Mini experienced a 21.5% decline in sales, dropping from 33,497 units to 26,299 units. The decline can be attributed to a series of unfortunate events.

Lineup Changes and Recall

Mini underwent a major lineup refresh, introducing new models while discontinuing slow-selling ones like the Clubman. However, the introduction of new Cooper and Countryman models coincided with a massive BMW Group recall regarding a braking-system issue. This caused a halt in sales and delivery, further impacting Mini's already dwindling sales.

Ongoing Challenges

Mini faced challenges in production and delivery, as dealers were unable to provide new models due to the recall. Although the production of cars with updated braking components started, there are still previously built cars that require fixing. Additionally, some models are yet to reach the U.S. market.

Hope for the Future

Despite the setbacks, Mini remains optimistic about the upcoming year, especially with the arrival of their fresh portfolio. The brand believes that the increasing demand for smaller and more affordable cars will work in their favor. Mini also anticipates that the electric Countryman SE will attract customers seeking an electric crossover. The success of this product offensive is crucial for Mini, as they aim to surpass their best sales year in 2012.

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