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The sales figures are very clear.
Both YTD and monthly sales are up for the BMW brand, while both YTD and month sales are down for BMW NA LLC (which comprises the BMW and MINI brands).
The MINI brand has been in free fall in North America for years. Worldwide sales may be more stable. The novelty of small, premium priced hatchbacks has largely warn off in the US, leaving MINI and their hatch-heavy lineup vulnerable. It would appear that BMW needs to determine soon whether the brand will be viable in the US longer term. A quicker (quicker than the BMW brand, I mean) transition to a pure electric lineup may be in their sites, and such a move might be seen as a chance for a sales revival. If not, I can't imagine the brand will be sold here past the middle of the coming decade.
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