Announced several months ago, the transition to the agent contract for Mini is now effective. The brand implemented this new operation from October 1, 2024 in France, after a test phase in other markets (Italy, Poland, Sweden, Norway and Finland) since the start of the year. In fact, this transition to an agency sales model involves a reorganization of the network and the purchasing process.
By choosing the agency model, Mini is further digitalizing the customer’s purchasing journey. The customer can therefore start an order online on the brand’s website, and choose to complete it online or in one of the 138 French dealerships. Likewise, the dealerships become agencies of the brand, which means that it is the manufacturer who invoices the vehicle directly to the customer, without the dealership intervening by purchasing inventory and reselling them.
The goal for Mini is therefore to better control the prices of its vehicles, which are therefore decided at the national level and no longer change depending on the dealership, with some offering more commercial discounts than others. Enough to play, also, on the profitability of vehicles, and promise customers a fixed price whatever the dealership chosen. On the other hand, there is no question of negotiating here!
Up to €4,850 down!
This is also the reason why Mini lowered its official prices. The manufacturer has adapted the prices for its entire range, taking into account the fact that there will no longer be a discount offered by the dealer to the customer. Thus, the Mini Cooper C (156 hp petrol) in 3 doors now starts at €28,050, a drop of €1,450 compared to the September price, while the electric Mini Cooper E starts at €30,650 instead. of €34,000 previously. A discount of €3,350, which puts it back in the race for chic electric city cars against the Renault 5 and Fiat 500e, despite the absence of an ecological bonus due to its Chinese production.
The Mini Aceman, whose marketing is just beginning, has already seen its price drop to €33,550 (-€2,450) for the entry-level 184 hp “E” variant. The 218 hp SE variant is available from €37,350 (- €2,650) at entry level. Note that the most high-end JCW finish reaches €46,800 in SE version, instead of €49,000. The price is therefore technically accessible to the ecological bonus in France, but this model does not benefit from it because of its production in China.
On the other hand, the electric Countryman is entitled to state aid in France thanks to its manufacture in Leipzig (Germany) alongside its cousin BMW iX1. This makes it possible to really lower the price of the trendy SUV, with €39,150 required (excluding bonuses) instead of €44,000 previously (- €4,850) for the 204 hp E version. The 313 hp SE All4 variant sees its price drop from €49,500 to €44,150 now (- €5,350), which allows it to benefit from state aid. Finally, the thermal Countryman also sees its prices drop. The 170 hp C petrol version now starts at €37,400 (- €2,600), while the 218 hp Cooper S starts at €42,500 (- €3,500). The Countryman diesel is priced from €40,200 instead of €43,000.
Photo : DR.
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To summarize
Mini is reorganizing its sales system by moving to the agency model. This involves pricing changes, with a single national price that has fallen significantly for the entire range.
