Mini Cooper SE owners urged to trade in for new models to boost used EV inventory

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fishbert

fishbert

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https://finance.yahoo.com/news/mini-cooper-se-owners-urged-183207661.html

"The fact that I have to do a campaign to convince people to bring their cars back is indicative of the times we’re living in," McKenna [head of Mini USA Marketing, Product and Strategy] said. "We have a drought of used cars from a manufacturer's standpoint ... on both the internal combustion side and the EV side."
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Of the 8,000 EVs Mini has sold to date, about 1,500 are the 2020 and 2021 model years, which McKenna hopes to add to used inventory.
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"As the next generation Mini EV hardtop is still pending final confirmation for the U.S. market, it is too early to confirm a date for market launch at this time," McKenna said.
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Me just now: "Huh, 'Paging Detroit' ... I wonder what that thread is about" ... *click* ... oh, ok.
 
To me, this reads more like they want to sell you a new vehicle now to make some money and sell your trade-in to make some money.

They are trying to spin it a different way, for me it seems they are just trying to increase some foot traffic/sales to help through the lull between the current and next generation cars.
 
DJCoopster said:
They are trying to spin it a different way, for me it seems they are just trying to increase some foot traffic/sales to help through the lull between the current and next generation cars.
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What's the spin? That seemed the obvious reading to me... it's even explicitly stated: "For Mini, another reason to want used EVs in stock is to assure dealers have EVs to offer customers if there are any production delays as Mini rolls out new EVs."

It's clearly a forward-thinking attempt to keep existing customers with the brand (2000/2001 Cooper SE buyers might start looking for something new right when MINI doesn't have a new Cooper EV to sell them), while juicing the used Cooper SE market (because pretty soon that's all they'll have). ... And yes, to make some money (their literal job).
 
This type of campaign isn't anything new. We've been getting things in the mail from MINI for at least a decade about how our used MINI is in high demand, blah blah blah.
 
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