Mini executives want the brand’s U.S. dealerships to pursue used-car sales with more vigor. Higher used-car sales would help Mini and its retailers at a time when new-car sales have slumped. So Mini USA launched a program at the beginning of the year that pays dealerships bonuses for hitting used-car sales targets. Each Mini store gets a customized target. If a store hits its target, it will receive additional margin of 1 percentage point of the vehicle’s sticker price on each new-car sale.
Thomas Felbermair, vice president of Mini Region Americas claims that the used-car business is a huge potential for the Mini dealers in the U.S. The numbers show that dealers with a strong used-car business are the successful dealers. It’s just a matter of focus. About a third of Mini’s 127 U.S. dealerships don’t meet the brand’s preferred minimum standard for used-car sales. That would be to sell at least one used car for every two new cars sold. Read more