BMW MINI Global Deliveries : 2023-25

Retro models rarely last too long. An initial flurry and then it's over. The MINI has lasted very well and still sells strongly. In an industry where models grow with each new generation MINI has also fallen victim. 

MINI hit 300,000 deliveries in 2012 and stayed above that until 2022 when it slipped just below. 2023 did likewise and then a drop in 2024, one that you have to go back to 2010 to see it lower. 

Was the grim reaper sharpening his scythe? No. The fourth generation has arrived and sales went back up, but not to the heights it has achieved in the past. It is still a popular car that's fun to drive. 288,300 deliveries and an 18% increase confirm that. 

BMW doesn't post regional sales for MINI. Europe and North America are major destinations for shipments. I don't know how the US's tariffs are going to affect sales there. For now, at least, 2025 was a success. 

BMW MINI Sales : 2023-24

Retro models often fail or have a momentary spurt before fading away. The MINI did neither of those. In 2001, 25,000 were delivered and the popularity rose until it peaked in 2017 with 372.000 sold. Since then there has been a steady decline and for 2024 sales stood at 245,000.

A quarter of a million is still a goodly number and 2025 promises to lift from there with new models now available. Sales won't reach the 2027 peak again but the fact that it has been successful for so long is amazing.

Some may say the car isn't exactly MINI anymore but relative to how cars have grown in size generally it hasn't ballooned out excessively. It has also retained the fun to drive ethos which is essential.

The electric Aceman (picture above) has arrived but it is too early to have had any noticeable impact on sales figures. BEVs are not selling as was expected but still will be an important model within the range. 

Data & photographs: BMW MINI.

BMW / MINI US Model Sales : 2023/24

BMW: The marque was up 2.5% for the year. It's still a few thousand sales short of Mercedes-Benz despite slightly closing the gap and just ahead of Lexus despite the gap narrowing.

The top model the X5 returned a similar result to last year while the X3 was up 9%. The 3 and 4-Series were both down, 16% and 8% respectively. The X7 and X1 conversely were up 3% and 30%. 

I don't know what was expected of the new XM (picture above) but it must have been much more than this. The figures shout it's a belly flop which goes to show that even a successful niche hunter like BMW gets it wrong sometimes.  

Data source: BMW.

MINI: Not many do a retro model and get it right. The MINI was an outstanding exception but keeping that going for a prolonged period is the challenge and for the past few years the MINI has pulled back on volume. A sound move if it improves the bottom line.

Expanding the range over the years has been hit and miss in terms of success. Now in 2024 US sales are the lowest full year result since its introduction but it still has a solid following here. It is currently achieving 7% of the BMW brand sales.  

BMW MINI Model Deliveries : 2023

The MINI marque has been in the doldrums for some time now, in terms of units delivered. MINI has been hugely successful since it hit the market in 2001. My take was that BMW was pushing volume too hard and then pulled back. The current level of around 300,000 units is about right for now. Of course, that could change as the brand and the car industry evolves.  

The traditional Hatch contributed just over half of all sales. The Countryman comes in at just over a quarter, with the Convertible and Clubman at about 20% when combined. 

Data source: BMW Group.

BMW MINI Global Sales : 2022

293,000 MINI cars were sold for the year, similar to 2021. The Hatch is just over the half way mark, the Countryman makes up a quarter with the other two around 10%. The Clubman would be my pick (picture below). 

Data source: BMW Group.

29,500 cars found homes in the USA, 37,000 if one adds Canada and Mexico. That's well down on historical peaks so North America isn't as important for the brand. About 170,000 were sold in Europe so that is where most go and sales have been more consistent there. Australia and NZ combined were 3,850 sales if trivia is your thing. I don't know for China as BMW doesn't break down MINI sales by region as far as I know. 

BMW MINI Model Sales : 2021

The MINI brand was up 3% in 2021, after the 16% reduction in volume the previous year. The range is very stable with three of the four models enjoying an increase. The total is down on the record 370,000 of 2017 but a shift away from chasing volume seems to be the reason. It's now settled around the 300,000 unit level.

Where the range will go in future is not something BMW talks about. There has been speculation about the Clubman but nothing is really known outside the company. We do know that the next generation Countryman production is leaving Born in the Netherlands and going to Leipzig, Germany in 2023.

PS. I won't be doing my usual annual coverage of BMW brand model sales due to insufficient detail. 

Data source: BMW group. 

BMW MINI Percentage 2021 : The Rest

Looking at the rest of the world that covers Africa, the Middle East and the Pacific we have a broad but somewhat sparse coverage. The average is not too impressive 13.9% for MINI sales compared to the BMW brand or slightly below 1:7. 

What I didn't realise was how popular the MINI is in NZ and I live here. Wonders never cease. The ratio here is nearly 1:3, better than the UK! Compared to Australia's miserable 14.4% (1:7) it shows the difference in the markets in this instance at least.

Africa is at the lower end of the scale, presumably buyers contemplating premium are thinking something bigger. I would have liked to have added the likes of the UAE and Saudi Arabia or the combined GCC but I couldn't find anything for the former nor a split for the latter.

BMW MINI Percentage 2021 : Eastern Europe

One thing from this exercise is Eastern Europeans don't get the MINI. Does the idea of a small premium not count for much? I think so because those that buy premium in this region can afford to splash out on bigger vehicles. 

Comparing MINI with BMW brand sales, Hungary is 11% or slightly under 1:9. It goes downhill from there. The average is a poor 7.4% or a ratio to 1:13.5. Russia is 1:18 but 2022 could be anything with sanctions now operative.

BMW MINI Percentage 2021 : Asia

Trying to get an up to date split between BMW and MINI isn't always achievable. China is one example. Anyway, there is enough variety to keep things interesting. The average MINI sales compared to BMW is 23.3% or not far off 1:5. 

Japan is the biggest market under consideration and the Mini has been popular going back into the mists of time. The modern version is still right up there, taking 1 in 3 sales for the BMW Group. A surprise to me is Indonesia. 

I thought Taiwan and Singapore especially may have better hunting grounds for MINI than they are. That's why this sort of analysis is interesting, it's not always predictable.

BMW MINI Percentage 2021 : Americas

Here we look at MINI's percentage of BMW brand sales. For example, 25% is 1 in 5. From the outset, MINI took the USA by storm and for many years maintained that success. Even as recently as 2012, it had 23.5% of the BMW brand total. That was close to a 1:5 ratio. Then it just fell away and in 2021 under 9% or 1:12. I was surprised something small sold so well there. 

Canada has had a similar situation but not nearly as drastic. MINI wasn't as popular as the US and although sales have fallen, MINI now has a better percentage compared with BMW.

In Mexico, MINI has fallen a bit in its share but is still very popular. That pattern is consistent with the other countries as well. 

BMW MINI Percentage 2021 : South Europe

25% of BMW's sales would be a 1:5 ratio so I was anticipating up around 30%. I didn't expect Southern Europe to be the global hot spot for MINI sales as a share of BMW Group sales. Nearly 35% or over 1:4. 

The reason comes down to France and Italy. The two largest markets in this region and the MINI sells well in both countries. France has the best percentage of 55% (bettering 1:3) of BMW's total sales. In fact,  the best anywhere in the world I have data for. Italy is 34.5% or in excess of 1:4. 

Greece and Spain are also MINI markets. After that, it falls away quickly and on reaching the Balkans region, the MINI is not on many people's shopping list. 

BMW MINI Percentage 2021 : NW Europe

How does MINI compare with the BMW Brand in terms of sales volume? 25% of BMW's sales would be a 1:5 ratio, which is what I expected. Northern Europe is close to that at 23.7%. That is a little low, considering they are made in the UK and the Netherlands, both in this region. 

As it turns out, they are the only two places that exceed the average. That did surprise me in that I thought the average would be lower down the list, perhaps a third of the way down. The popularity in the UK - the second largest market - took the average figure upward. 

The two principalities come next, that being expected due to their diminutive nature. Switzerland is the only other one that cracks the 20% mark. As for Norway, MINI has an electric model but maybe not soon enough to make a mark yet. As for Finland, they do like larger vehicles although some MINIs aren't that small anymore.  

BMW MINI Global Model Sales : 2019-20

The MINI managed to keep up reasonable production numbers in a challenging 2020. Just under 300,000 were made, down 16%. It's the lowest number since 2011. After that year, various variants were released but were not successful. They were culled in due course and the marque returned to just its four successful models as seen below.

The Hatch (3 and 5 door) provides just over half of the total cars made. The Countryman a quarter and the underrated Clubman and convertible the final 25%. The MINI brand is a very important party of the BMW Group. 

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.

BMW Production (By Plant) : 2018-19

The BMW Group (BMW, MINI & Rolls Royce) production by plant is shown below. About 39% of output came from Germany, down from 62% in 2010. Despite that, due to increase in total volume the number of units made in Germany actually went up.  It peaked in 2017, then the past two years the numbers have receded.

In 2010, China made just under 4% of the cars, but now is up to 21%. Then comes the US and the UK before moving to smaller operations within the company. The partner plant in Born, The Netherlands is also a sizable operation.

BMW Plants
Plant	2019	%	+/-		2018	%	+/-
Germany	992,002	38.7%	-6%		1,050,501	41.3%	-9%
Dingolfing	284,907				328,862
Regensburg	255,804				319,592
Leipzig	230,284				244,248
Munich	221,007				157,799
China	536,509	20.9%	9%		491,827	19.4%	24%
Dadong	286,268				191,888
Tiexi	250,241				299,939
USA	411,620	16.1%	15%		356,749	14.0%	-4%
Spartanburg	411,620				356,749
UK	227,795	8.9%	-5%		238,854	9.4%	5%
Oxford	222,340				234,501
Goodwood	5,455				4,353
RSA	69,463	2.7%	38%		50,224	2.0%	-5%
Rosslyn	69,463				50,224
Mexico	25,538	1.0%	n/a		308	0.0%	n/a
San Luis	25,538				308
Thailand	23,700	0.9%	52%		15,612	0.6%	-26%
Rayong	23,700				15,612
India	8,976	0.4%	-18%		10,956	0.4%	22%
Chennai	8,976				10,956
Brazil	8,208	0.3%	6%		7,752	0.3%	-39%
Araquari	8,208				7,752
Contract / Partner Plants
Contract Plants	2019	%	+/-		2018	%	+/-
Netherlands	174,097	6.8%	-18%		211,660	8.3%	25%
Austria	52,231	2.0%	-19%		64,431	2.5%	28%
Partner Plants	33,816	1.3%	-21%		42,660	1.7%	12%
Gr Total	2,563,955		1%		2,541,534		1%

Regional Sales: As to where the cars end up being bought, we can see by looking at three main regions along with the rest being grouped under 'Others'. In 2001, Europe made up 62% of sales and in 2019 43%. Within the same time frame, the Americas have gone from 25% to 19%, Asia 7.5% to 36.5%, Others 5% to 2%. 

Model	2019	%	+/-		2018	%	+/-
Europe	1,083,700	42.7%	-1%		1,097,000	44.2%	-1%
Asia	930,100	36.6%	7%		871,200	35.1%	3%
Americas	472,900	18.6%	3%		457,100	18.4%	0%
Others	51,700	2.0%	-11%		57,900	2.3%	-6%
Total	2,538,400		2%		2,483,300		1%

Data source: BMW.