4-Door Is Providing A Big Sales Boost To Mini USA
With one of the most detailed monthly sales reports of any auto brand competing in the United States, Mini revealed their March 2015 sales in a breakdown that included door counts.
Not since Volvo’s monthly report divvied up the V60’s sales by regular and Cross Country variants has a numbers addict been so pleased.
Excluding the 540 leftover niche versions of the second-gen BMW Mini – Convertible, Roadster, Clubman, and Coupe – and 1654 sales of the high-riding Countryman and Paceman, Mini’s core Hardtop model was up 429% to 3635 units in March 2015; up 319% to 8224 units in the first-quarter of 2015.
42%, or 1509, of the March sales were produced by the 4-door. Precisely four out of every ten Mini Cooper Hardtops sold so far this year were 4-doors.
The year-over-year results of the 2-door model are skewed by the fact that there was little overlap between the outgoing and incoming models. At this time last year, the 2-door’s demand had mostly dried up, as had much of the inventory. Thus, sales of that model alone are up 151% this year; up 209% in March.
But with its somewhat awkward stance and $1000 premium, the 4-door has quickly become an integral part of the Mini lineup. First-quarter sales of the 4-door were greater, albeit marginally so, than first-quarter sales of the brand’s other 4-door, the Countryman, sales of which tumbled 25% over the first three months of 2015.
As for the defunct Clubman, its monthly sales average between 2011 and 2014 of 425 units pales in comparison to this new 4-door’s early 1100-unit monthly average.
To what extent some of these 4-door buyers would be choosing the new 2-door if the 4-door wasn’t available, we can’t fully know. But assuming they wouldn’t, assuming they’re considering the 4-door because they wanted a Mini with extra cargo capacity and a usable rear seat that isn’t a Countryman, we can say the brand’s 2015 Q1 results wouldn’t look quite so impressive without the latest variant.
Mini brand sales are up 48% to 12,777 in early 2015. Excluding the 4-door, Mini sales are up 9.5% to 9483.
Timothy Cain is the founder of GoodCarBadCar.net, which obsesses over the free and frequent publication of U.S. and Canadian auto sales figures.
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