Mini USA Sales Breakdown – August 2014 YTD

Timothy Cain
by Timothy Cain

53% of the Minis sold in America in August 2014 were Countrymans and Pacemans. The Countryman was Mini’s best-selling model variant, responsible for 50% more Mini sales than the company’s original model, the one they call the Hardtop.

Now in its third BMW iteration, the Hardtop’s launch has been a slow one. This isn’t necessarily a reflection on the car’s popularity, as many Minis are individualized models that take time to cross the Atlantic. We’ve yet to see the full impact of what the new Mini can do.

In the meantime, the Countryman is floating Mini’s boat. Granted, Mini’s boat isn’t sitting that high in the water: sales have decreased in each of 2014’s first eight months. Countryman sales jumped 48% in August even as the rest of Mini’s range slid 41%. Year-to-date, Mini Countryman sales are up 6%; the rest of the Mini lineup is collectively down 34%.

Naturally Mini’s U.S. decline has plenty to do with the relaunch of its most popular model. Not every automaker has the wherewithal, the capability, and the consistent day-in-day-out appeal to introduce, for example, a popular new Toyota Camry without losing sales of the old model in the lead-up to that introduction. Mini Cooper/Cooper S Hardtop sales fell 8% in 2013, as the brand’s slight 1% growth was attributed to the Countryman and newer variants, Roadster and Paceman. Only in July of this year did there appear to be a reversing of the trend as Hardtop volume jumped 21%.

Regardless of the heights Mini achieves with its new cars – remember, they’re expanding the range by expanding the car – should we really be surprised that a brand which appeals to a relatively limited portion of the car-buying public would be relying on the success of its higher-riding models?

Acura is another shining example of the trend. Their car sales have been plunging for some time, and are down 32% so far this year, even as their crossover sales have jumped 20% compared with the first eight months of 2014. The RDX and MDX account for 69% of Acura’s U.S. sales in 2014.

Land Rover now outsells Jaguar by more than three-to-one in the United States. As recently as 2004, Jaguar was outselling Land Rover. Our Chart Of The Day late last month showed the CR-V’s steady rise toward the top of the Honda pecking order.

Why should Mini be any different? Aside from, well, you know, the name of the brand, which signifies a deep-seated affiliation with things small and, dare we say it, miniature.

Things could be different soon enough. Mini may be able to take advantage of the Fiat 500’s decreasing appeal – 500 sales are down 11% in 2014 – and the Volkswagen Beetle’s Volkswagen-like performance in 2014 – Beetle sales are down 31% over the last eight months. Indeed, despite the succinct contempt thrown its way by our managing editor in June, perhaps the 5-door Mini is exactly what the brand needs to keep from turning into Great Britain’s next Land Rover.

Timothy Cain is the founder of GoodCarBadCar.net, which obsesses over the free and frequent publication of U.S. and Canadian auto sales figures.

Timothy Cain
Timothy Cain

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  • Mjz Mjz on Sep 15, 2014

    They keep getting bigger and bigger, they need to change the brand name to MIDI.

  • Darex Darex on Sep 15, 2014

    I have a 2014 F56 MINI Hardtop, and it's a fantastic car in every respect. The sooner MINI gets the F56's engines, dash layout and chassis into the Countryman line-up, the better off MINI will be as a whole, but unfortunately, it's still a year off (or longer? I forget).

    • See 2 previous
    • Quentin Quentin on Sep 16, 2014

      @darex Cool! They really are charming little cars. Enjoy!

  • Dave Holzman A design award for the Prius?!!! Yes, the Prius is a great looking car, but the visibility is terrible from what I've read, notably Consumer Reports. Bad visibility is a dangerous, and very annoying design flaw.
  • Wjtinfwb I've owned multiple Mustang's, none perfect, all an absolute riot. My '85 GT with a big Holley 4 barrel and factory tube header manifolds was a screaming deal in its day and loved to rev. I replaced it with an '88 5.0 Convertible and added a Supercharger. Speed for days, handling... present. Brakes, ummm. But I couldn't kill it and it embarrassed a lot of much more expensive machinery. A '13 Boss 302 in Gotta Have It Green was a subtle as a sledgehammer, open up the exhaust cut outs and every day was Days of Thunder. I miss them all. They've gotten too expensive and too plush, I think, wish they'd go back to a LX version, ditch all the digital crap, cloth interior and just the Handling package as an add on. Keep it under 40k and give todays kids an alternative to a Civic or WRX.
  • Jpolicke In a communist dictatorship, there isn't much export activity that the government isn't aware of. That being the case, if the PRC wanted to, they could cut the flow of fentanyl down to a trickle. Since that isn't happening, I therefore assume Xi Jinping doesn't want it cut. China needs to feel the consequences for knowingly poisoning other countries' citizens.
  • El scotto Oh, ye nattering nabobs of negativism! Think of countries like restaurants. Our neighbors to the north and south are almost as good and the service is fantastic. They're awfully close to being as good as the US. Oh the Europeans are interesting and quaint but you really only go there a few times a year. Gents, the US is simply the hottest restaurant in town. Have to stand in line to get in? Of course. Can you hand out bribes to get in quicker? Of course. Suppliers and employees? Only the best on a constant basis.Did I mention there is a dress code? We strictly enforce it. Don't like it? Suck it.
  • 1995 SC At least you can still get one. There isn't much for Ford folks to be happy about nowadays, but the existence of the Mustang and the fact that the lessons from back in the 90s when Ford tried to kill it and replace it with the then flavor of the day seem to have been learned (the only lessons they seem to remember) are a win not only for Ford folks but for car people in general. One day my Super Coupe will pop its headgaskets (I know it will...I read it on the Internet). I hope I will still be physically up to dropping the supercharged Terminator Cobra motor into it. in all seriousness, The Mustang is a.win for car guys.
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