Mini USA is actively encouraging owners of its popular electric vehicle, the Mini Cooper SE, to consider trading it in for a new electric vehicle. The goal is to bolster the automaker’s used car inventory and make electric vehicles more accessible for budget-conscious drivers.
Introduced in March 2020, the Mini Cooper SE was positioned as an affordable electric car, starting at $29,900, and notably, leasing options were not made available. This unique strategy proved highly successful for Mini USA, exceeding their expectations with a total of 8,000 units sold in just three years.
To put it into perspective, Mini’s overall sales in the United States for the entire year amounted to 29,500 vehicles, accounting for less than 1% of the market share. In contrast, the top-selling automaker, General Motors, sold 2.27 million vehicles in the United States during the same period.
Recognizing the growing demand for electric vehicles and the desire for budget-friendly options, Mini USA is actively encouraging Mini Cooper SE owners to trade in their vehicles for newer electric models. By increasing its used car inventory, Mini USA aims to meet the needs of drivers who are interested in experiencing electric mobility without breaking the bank.
This initiative reflects Mini’s commitment to expanding the adoption of electric vehicles and providing more affordable options for consumers. As the automotive industry continues to embrace electrification, initiatives like these contribute to the overall growth of the electric vehicle market and pave the way for a sustainable future of transportation.
Mini’s electric vehicle, the Mini Cooper SE, received outstanding recognition in the J.D. Power 2023 U.S. Electric Vehicle Experience Ownership study. Released in February, the study revealed that the Mini Cooper SE achieved the highest satisfaction score among all-electric vehicle models in the quality and reliability category, which holds significant weight in the overall index. This achievement showcases the exceptional performance and reliability of Mini’s EV, resonating positively with owners.
Despite the high satisfaction levels, Mini USA recognizes that some early adopters may be interested in upgrading to a newer model. To facilitate this transition, Mini USA initiated a direct mail campaign about two months ago, targeting Mini Cooper SE owners and encouraging them to trade in their vehicles for a newer model. The campaign emphasizes the advantage of attractive trade-in prices, incentivizing owners to consider the upgrade.
Moreover, Mini USA aims to address the demand for more affordable electric vehicles by encouraging potential buyers who may not be able to afford the prices of brand-new models to consider purchasing a lower-priced used electric vehicle instead. This approach opens up opportunities for individuals eager to experience electric mobility while staying within their budget. For instance, the upcoming 2024 model year of the Mini Cooper SE will see a modest price increase of $1,000, bringing the starting price to $30,900.
Mini USA’s proactive measures not only cater to the desires of existing Mini Cooper SE owners but also aim to attract new buyers who are ready to explore the world of electric vehicles. By offering appealing trade-in prices and promoting the availability of used EVs, Mini USA is fostering a sustainable and accessible electric vehicle market for a wider range of consumers.
In its search for old electric vehicles, Mini is on its own.
None of the major automakers based in Detroit or the major manufacturers based in Asia are currently launching initiatives to increase the number of used electric vehicles that are traded in. For other people, it is too soon since their electric vehicles haven’t been on the market for a sufficient amount of time to justify trading them in. since example, the spokesperson for Subaru of America, Dominick Infante, said to the Free Press that “as we have only recently begun EV sales, it’s too early to reacquire vehicles in any numbers.” Given the problems we’ve had with our supply chain over the last three years, we have an acceptable supply of electric vehicles for the next several days.
According to Ed Hellwig, a spokesperson for Toyota Motor North America, the carmaker sold a total of 3,652 of the 2023 bZ4X, which is the company’s first fully electric vehicle, between December of last year and January through April of this year. However, he was unable to say for certain if some of them had already been restocked as used automobiles in the inventory.
Ford Motor Company is attempting to sell as many used electric vehicles (EVs) as it can by assuaging customer concerns regarding the purchase of used EVs via the implementation of the Ford Blue Advantage EV Certification program on March 1. According to Cathleen O’Hare, a spokesman for Ford, the company has sold 461 EV-certified cars from the time the program was launched until the 23rd of this month.
Making Deals Using a Mini Cooper SE
Goris was nearly able to get the retail price for his 2020 Mini Signature Cooper SE from the local dealer by asking for around $28,000. However, he is one of just a few early adopters who have traded in his coins.
McKenna said that when he browses the websites of Mini dealers, the available inventory of used Mini EVs is “very limited.” But as of the 30th of May, Mini dealers had sold 110 used EVs, and he noted that “we anticipate that this number will increase as owners take advantage of trading up to a new” EV. This was the case until the 30th of May. McKenna was unable to offer an accurate count of the used electric vehicle inventory at the dealership.
However, according to McKenna, when one does become available for purchase, it is purchased really rapidly because of how uncommon they are.
For instance, in recent weeks the only used electric vehicle (EV) that could be purchased at Motor City Mini in Southfield was a 2022 Mini Signature Cooper SE in Chili Red. The vehicle had 7,078 miles on it and was priced at $28,988. McKenna said that at its pricing, it is too costly to qualify for the federal tax credit of $4,000; yet, the car was still sold within a few days of its arrival after it had arrived.