As the U.S. auto industry achieved record sales volume in 2015, Mini’s U.S. sales were down 12 percent compared with Mini’s peak in 2013. And despite modest year-over-year growth in 2015, the year didn’t end so well. Mini sales plunged 20 percent in the fourth quarter, and sales have now declined in four of the last five months.
Through the first two months of 2016, U.S. Mini sales are down 13 percent, a loss of nearly 900 sales, even as industry sales grew by more than 3 percent. Indeed, in February, Mini volume plunged 24 percent as overall U.S. new vehicle volume rose to the highest February level since 2001.
Yet this is not a worldwide issue. Globally, Mini sales hit a record high in 2015 and are up 4 percent in the early part of 2016. Will a U.S. rebound soon follow?Lost sales from discontinued Minis (Paceman, Coupe, Roadster) or on-hiatus variants (Convertible) are clearly a factor in the decline. Through the first two months of 2016, sales of those models are down by 655 units. . . .
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