Mini ANZ surpasses A$5m online sales

Mini Australia and New Zealand says it has recorded 81 orders worth more than A$5 million in sales across both countries since its online sales went live earlier in 2020.

The brand says the result indicates both the seamlessness of its functionality and the clear shift occurring in customers’ perceptions of online car sales.

New models from Mini, including the Countryman Stafford Edition, Nightfall Edition, Rosewood Edition and the all-new Electric Hatch were available for purchase online.

Mini fans that went online simply had to choose their favourite model and specification, put a small deposit down via an online merchant, and indicate their preferred dealership for payment completion and payment.

The experience was available 24/7 and took as little as 10 minutes to complete. Better still, if customers experienced a sudden change in circumstances, the deposit could be fully refunded.

“Just as the original Mini paved the way for compact, fuel-efficient and fun cars amid a global oil crisis in the 1960s, Mini’s latest online sales model shows we are sensitive to the times, adapting the way we interact with our customers quickly while also not removing any of that great MINI character,” Mini Australia and New Zealand general manager Brett Waudby says.

Alongside the online sales process, Mini also launched #TheMINIthings social campaign to encourage those despondent with lockdown restrictions to appreciate the little things in life. 

Mini’s online sales model plays into the larger BMW Group’s ‘Power of Choice’ strategy, giving customers the power to choose powertrains, vehicle features, functions and connected services across all products to suit their individual requirements.

The ongoing expansion of online services towards a digital and emission-free future is – alongside automated driving – one of the central areas of for the BMW Group.