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Mini battling sales slump again, is it becoming cliche?

Things aren't looking good for Mini this year. The diminutive BMW brand has shown falling sales every month in 2014 in our By the Numbers wrap-ups. If that weren't bad enough, the latest Cooper Hardtop suffered fuel economy issues upon arriving to the US. First, there was a delay getting some versions certified, and then several models had to have their miles-per-gallon ratings revised.
According to Automotive News, the brand's sales are down about 20 percent for the year through October, despite hitting a record 66,502 vehicles in the US for 2013. For their part, Mini execs attribute much of that drop due to constricted supply. However, with the new-generation three-door Cooper finally on sale and the five-door coming at the end of the year, there might be room to bounce back some in the final months of 2014. "We are starting to claw back our way a little bit. It will be an uphill battle," said David Duncan, vice president of Mini of the Americas, to Automotive News. "We will not get back to where we would be even year over year. It should be a lower decrease than it is so far."
AutoTrader Senior Analyst Michelle Krebs reminds Autoblog that external factors aren't helping the brand's sales either. For one, there's "a direct correlation exists between falling gas prices and lower small car sales," she said, and the average price per gallon is now $2.94, according to the US Energy Information Administration. Also, the booming popularity of small crossovers is eating into the compact car market. Mini has its Countryman model, but the trend could be hurting the rest of its lineup. "Mini was fresh, new, unique and stylish, but fashions change and fashion-conscious buyers are fickle. They move on to the next thing," Krebs said.

Next-generation Mini Clubman could morph into a crossover

Mini knows selling station wagons in a market dominated by crossovers and SUVs is easier said than done. Since it can't beat them, it's considering joining them by making the next-generation Clubman more crossover-like than the current model, which proudly embodies its station wagon heritage. Oliver Heilmer, the BMW-owned firm's chief designer, broke the news to British magazine Autocar. The publication pointed out the current-generation Clubman (pictured) is about as long and as wide as the Countryman, and the two models occupy the same price bracket, but it's outsold by its taller sibling. Making it an SUV would certainly give sales a significant boost, but where would this strategy leave the Countryman? Launching a smaller soft-roader is off the table, so one nameplate would grow in size. The Clubman might take the Countryman's spot in the range, allowing it to move up. Nothing is set in stone yet, though putting the Clubman on stilts would better align it with the tastes of motorists in America, one of the brand's key markets. While Mini's sole wagon looks ready for a growth spurt, Heilmer stressed the retro-styled Hardtop — one of the brand's pillars — will remain true to its tiny roots when it enters its fourth generation in the coming years. Keeping the hatchback relatively small while carving out an acceptable amount of interior space and making it compliant with safety regulations around the globe is a huge challenge for Mini's vehicle development team. And, contrary to some industry rumors, going electric doesn't instantly solve the problem. "It's not necessarily the internal combustion engine that needs the space. Even with an EV, which has a smaller motor, you still need a crash box. Crash performance is the bigger issue," the designer explained. He's hopeful his team will solve this problem in 2020, but he warned keeping costs in check is another priority. Clearly, designing a city-friendly car is more difficult than it used to be. New technology might come to the rescue. Energy-absorbing foam could notably take the brunt of an impact, and allow designers to reduce the Hardtop's overhang. Other models would likely receive it, too, but Heilmer's team is primarily concerned about keeping the Hardtop's footprint in check. The rest of the range can — and, probably, will — continue to grow in the coming years. All told, the Hardtop will remain the foundation the rest of Mini's range is built on.

2021 Mini Countryman spied wearing a subtle change of clothes

Mini isn’t taking its crossover lineup anywhere but forward these days, and a facelift for the tall Countryman appears to be next in line. We got details for the hot JCW version of the Countryman a couple of months back, but a mid-cycle refresh is on the docket for the regular version now. Spy photos of the refreshed Countryman show all the exterior changes will be coming to the front and rear portions of the car. Everything else about the long and wide Mini is staying the same, but we could see some interior improvements in the name of technology. As for whatÂ’s visible through the camouflage, the Countryman doesnÂ’t appear to be going through anything radical in the front or back. The grille looks like itÂ’s taking on the same shape as the current Countryman. However, a few minor changes to the lower front bumper are noticeable. Mini looks to be changing up the vents/intake design down there. We donÂ’t mind the carÂ’s current design, but this doesnÂ’t seem to be changing much anyway. The most obvious change out back is the carÂ’s taillight design. ItÂ’s a different pattern on the curvy red light element, but itÂ’s not a Union Jack flag. Perhaps Mini will ultimately tack the Union Jack on it, but this prototype doesnÂ’t wear the British pride on its hindquarters.  Perhaps the big takeaway here is more about the lack of changes Mini appears to have in store. WeÂ’ll be hoping the upgrade is heavy on tech and new features rather than actual design changes. The Countryman went through a radical (large) rebirth for the 2017 model year, but hasnÂ’t exactly lit the world on fire with sales since. Last year was the modelÂ’s best year since 2014, but itÂ’s still behind the modelÂ’s all-time best-selling years. WeÂ’ll expect this light refresh to hit us for the 2021 Countryman, so a reveal sometime next year is likely.