UK Regional Penetration 2019 : MINI & Volvo

There isn't much in common with the two that are grouped here. The fact they are both above the mainstream brands and sell in similar numbers were the only reasons I had. So are there parallels that can be observed? First up, a heads up.

Below is a chart that has the UK divided into regions (England) and countries that show how these two premium brands are doing. The chart also has a ratio number by which the chart is sorted (1:1000). The higher the ratio, the further up the chart. The three countries each have a different colour and the England divisions are green.

A typical Yorkshire Terrier, playful & energetic

MINI manages a solid 2.8% share of the UK market, 65,000 sales in all. The Welsh and Northern Ireland car buyers are not among the brands greatest supporters, with MINI under 2% penetration in both instances. North England is where the marque is most welcomed (along with the East). Y & H's 4.7% share is impressive. 

	MINI
	Region	Sales	1:1000
	Yorkshire & Humber	8,757	46.6
	East England	8,964	39.9
	North West England	8,152	34.6
	North East England	1,980	28.8
	Scotland	4,754	26.7
	South West England	6,989	25.7
	London	3,935	24.6
	West Midlands	5,361	22.7
	South East England	10,416	21.3
	East Midlands	3,321	20.2
	Wales	1,570	19.6
	Northern Ireland	847	16.6
	Total	65,046	27.7

Perhaps outside a home somewhere in Yorkshire

Volvo secured 56,7000 registrations in the UK, or 2.4% of the total. It also does very well in Yorkshire, but London as well. It's a marque that enjoys most of its success in England, with the three countries outside its borders less enamoured. Apart from Yorkshire, Northern England isn't a happy hunting ground either.

	Volvo
	Region	Sales	1:1000
	Yorkshire & Humber	11,207	59.7
	London	5,622	35.2
	East Midlands	4,108	25.0
	West Midlands	5,339	22.6
	East England	4,822	21.5
	South West England	5,714	21.0
	South East England	10,096	20.7
	Scotland	3,502	19.7
	Northern Ireland	848	16.6
	North East England	1,108	16.1
	Wales	1,265	15.8
	North West England	3,091	13.1
	Total	56,722	24.2

Data source: DTI.