Tuesday, August 2, 2011

MINI Sales Figures July 2011

MINI USA reported sales of 4,711 automobiles in July.  The July 2011 sales are an increase of 8.9% over the 4,326 sold in July, 2010. Year-to-date, MINI sales in the U.S. are up 36.6% on volume of 34,527 compared to 25,279 in the first seven months of 2010. 

Hardtop continues to be the volume leader while Countryman is a solid number 2. However, Hardtop sales is down hard compared to July 2010 at  wooping -26.8%. Clubman's sales actually increased 2.2% over the same month last year. Convertible sales continues the downward trend. More details after the jump.

I am not so sure if July is supposed to be a weak month, but what's noticeable is MINI's US sales has been dwindling since April of this year. While monthly figures have improved compared to same month last year, same cannot be said to simple month-to-month.

As you can see in the chart below, while MINI has been enjoying a very good year so far in sales numbers, in part because of the new Countryman, MINI sales figure has been decreasing since April. (When I started looking into MINI Sales numbers). While Convertible and Clubman models are holding quite steady, Hardtop models have been getting a big hit. Even Countryman model sales have been steadily decreasing month-to-month.

There could be many factors that can play for month-to-month sales numbers, such as dealer inventory level and available incentive. It could also well be 'that time of the year'. With 2012 model year cars looming in the horizon, dealers inventory level has been going down. For example, according to data by AutoTrader.com, dealers in So Cal have only 79 Countryman in their lots compared to 130-150 a few month ago. Also, as mentioned before, with the part shortage caused by Tsunami in Japan, the production of 2011 models was effected. This resulted in having some customers delaying their purchase and simply holding out till MY2012 become available. Also, the MINI Rocks the Rivals promotion that offered $1000 of any MINI was ended July 5th. Thus, since many customers who wanted to buy MINI has bought one already, it could well have been a after shock effect for the reminder of month of July.

Nevertheless, I am sure MINI folks in New Jersey are watching their dwindling numbers very closely. 

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