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Mini battling sales slump again, is it becoming cliche?

Things aren't looking good for Mini this year. The diminutive BMW brand has shown falling sales every month in 2014 in our By the Numbers wrap-ups. If that weren't bad enough, the latest Cooper Hardtop suffered fuel economy issues upon arriving to the US. First, there was a delay getting some versions certified, and then several models had to have their miles-per-gallon ratings revised.
According to Automotive News, the brand's sales are down about 20 percent for the year through October, despite hitting a record 66,502 vehicles in the US for 2013. For their part, Mini execs attribute much of that drop due to constricted supply. However, with the new-generation three-door Cooper finally on sale and the five-door coming at the end of the year, there might be room to bounce back some in the final months of 2014. "We are starting to claw back our way a little bit. It will be an uphill battle," said David Duncan, vice president of Mini of the Americas, to Automotive News. "We will not get back to where we would be even year over year. It should be a lower decrease than it is so far."
AutoTrader Senior Analyst Michelle Krebs reminds Autoblog that external factors aren't helping the brand's sales either. For one, there's "a direct correlation exists between falling gas prices and lower small car sales," she said, and the average price per gallon is now $2.94, according to the US Energy Information Administration. Also, the booming popularity of small crossovers is eating into the compact car market. Mini has its Countryman model, but the trend could be hurting the rest of its lineup. "Mini was fresh, new, unique and stylish, but fashions change and fashion-conscious buyers are fickle. They move on to the next thing," Krebs said.

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Future Mini JCW models likely to be electrified

High-performance Mini Coopers need to be small, nimble, and relatively quick. One thing they don't necessarily need to be, according to the company's U.S. leadership, is gasoline-powered.  In an interview with Motor Authority, Mini USA Vice President Mike Peyton said that electrification is on the table for the range-topping John Cooper Works variants, which have traditionally been powered by a high-output turbocharged engine. The latest and greatest in the lineup, the 2020 Mini John Cooper Works GP, takes the formula to a new extreme, pairing a 301-horsepower mill with out-of-this-world aero. Peyton says that powertrains don't necessarily have to sound or feel the way traditionalists expect in order to be fun. It certainly doesn't have to feel that way in order to be fast; Tesla drivers can attest to that, as can those who have been fortunate enough to pilot some of the latest electrified hypercars.  He also acknowledged that while the future may be electric, that future is still a ways off. Mini is still waiting for advances in battery technology that will allow its performance models to deliver on other key expectations — namely handling. Minis are expected to be, well, miniature, and the additional weight of a current-generation, high-capacity battery is antithetical to that formula.  The take-away? The future of Mini performance is electric, but that future is still distant. So while the Mini Cooper SE and Mini E Countryman plug-in hybrid may give us a taste of Mini's approach to electrification, it could be some time before we see the company's highest-performance variants dabble in same space.