BMW aims to increases Mini sales in China

Gasgoo.com (Shanghai May 16) - BMW AG's automobiles sales in China last month totaled 30,331 units, exceeding the 29,011 units sold in the US. The country is now BMW AG's largest market worldwide. China has long been the number one market for BMW automobiles, but due to the fact that Mini sales have been poor in the country, it has taken a long time for it to surpass the US.

According to statistics cited in a report appearing on auto.163.com today, 28,273 BMWs were sold in China last month, compared to the 23,225 BMWs sold in the US. However, April Mini sales in China totaled just 2,038 units, less than half of the 5,786 units sold in the US over the same period of time.

In order to boost its sales in the Chinese market, Mini will bring over its John Cooper Works line to the country. Kay Segler, brand manager for Mini, is confident that the new line will improve Mini's brand image in the country.

In a past interview, Dr. Segler's counterpart in BMW's Chinese branch, Zhu Jiang, commented on Mini's new consumer base. "Currently the consumers we are dealing with are greater than before," Mr. Zhu said. He explains that BMW has to account for new demands, such as improved interior space and price, when these consumers purchase a new vehicle. "We must make a lot of strategic adjustments [for these consumers]," Mr. Zhu stated. Over the past decade, Mini has released several new products, including the Countryman and Paceman (pictured), the latter of which was released at last year's Shanghai International Automobile Industry Exhibition.