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Mini Cooper SE: 80 Percent of Buyers of the EV Are New to the Brand

Author: Daniel-RufiangePublished:  10/28/2021
Mini Cooper SE: 80 Percent of Buyers of the EV Are New to the Brand Mini Cooper SE: 80 Percent of Buyers of the EV Are New to the Brand

The Cooper SE, the first all-electric model from BMW Group manufacturer Mini, has been on the market for over a year now. Sales have been encouraging for the British company, which says it is hitting its targets so far.

The automaker told us that in the United States, it is on the verge of selling the 3,000 units it targeted to sell, this over the last 18 months. The objectives for the next year are similar, though Mini gave us no specific figures. We surmise the targets could be 3,000 units in the next 12 months, 4,000 in the next 18, or something close to that. Clearly, sales of the Cooper SE are going well, or at least on par with what the company hoped. In fact, the company believes that the next year will be even better than the last for the model in terms of sales.

In addition, we made some other interesting discoveries while talking to Patrick McKenna, head of marketing and communications for Mini USA. Most striking was his revelation that 80 percent of Cooper SE buyers are new to the company.

That's the kind of figure any automaker dreams of achieving with a new model. Conquest sales represent gains, and what allow a manufacturer to grow its client base and market share.

Taking the discussion a step further, we learned some other interesting things, including that for 80 percent of buyers, their Mini is a complement to other vehicles owned by their household.

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