Market Insight: Mini celebrates sales wins

Speaking with GoAuto at a preview event for the new-generation Mini Cooper, Aceman, and Countryman in Melbourne last week, Mr Brockhoff said the maturity of the model portfolio, coupled with resolute adherence to driving enjoyment, and a strengthened dealer network ensured the brand would continue to attract new and return buyers alike. 

“We have over 50,000 Mini vehicles on Australian roads since the introduction in 2001, but it’s over the last four years that volume has really grown,” he detailed. 

“From 2019, Mini sales have increased by 37.7 per cent to last year’s record of 4269 vehicles – of which 559 were battery electric vehicles. Our electric share was increasing to around 15 per cent before dipping slightly as stock of the last generation models entered run-out. 

“Now that the onslaught of these new models is just starting to arrive, we predict that battery electric models will become a major portion of our sales. In fact, 30 per cent of our order bank is electric, and we believe that share will increase over time.” 

Mr Brockhoff said the Mini Countryman was a “crucial” part of the brand’s ongoing success Down Under, with “approximately one-third of all sales” generated by the SUV model. 

JCW variants also performed exceptionally well, the sporty entrants taking a 16.3 per cent share of the overall sales mix, making Australia the second-biggest market for JCW variants worldwide in 2023. 

Remarking on the brand’s recent success, Mr Brockhoff credited Mini dealers as a “clear differentiator” in the growth of Mini sales, saying Australian and New Zealand dealers played “a crucial the role” in success of the brand relative to other markets. 

“It doesn’t work without the people we have – that is one of the clear differentiators of the Australian and New Zealand market,” Mr Brockoff told GoAuto. 

The 18-year veteran of the BMW Group took over his current role from Matt Schmidt in May of this year, and said the enthusiasm and professionalism witnessed in Australian and New Zealand dealers in that time is one he attributes to the brand’s success. 

“We have a very professional dealer network of 23 in Australia and six in New Zealand that really take care of the customer – they make all the difference. From speaking with them, I can tell you they really are Mini lovers, and they have really invested in the brand as well,” he emphasised. 

“We have had investments of over $80 million in new facilities for the BMW Group brands – BMW, Mini, and Motorrad – which proves our dealers really believe in the future of the brand.” 

Over the coming months the Mini brand will introduce the Cooper 3-Door, Cooper 5-Door, and Countryman models into local dealerships, with the all-electric Aceman compact crossover to follow in quarter four. 

2019-2024 Mini sales mix (by core model type)*: