Rebecca A. Lindland | April 7, 2020
In a land of SUVs and pickup trucks, the Mini brand is working overtime to maintain a presence in the U.S. market. Sales for the first quarter were down 35.1%, one of the steepest declines for any brand in relation to the coronavirus pandemic.
Nevertheless, Mini continues to roll out new products, announcing on March 26 the launch of the Mini Cooper S Convertible Sidewalk Edition. Scheduled in time for summer, the Sidewalk Edition will be in dealer showrooms in April 2020 with a starting price of $38,400. There’s no word on whether planned availability is stymied by production issues or government restrictions on showroom hours, as a Mini spokesperson did not respond to a request for comment.
In the meantime, Mini and Mini Financial Services are balancing the needs of dealers, owners, and employees around the world through coronavirus car payment plans and programs. With particular attention paid to reassuring current owners and attracting future customers, Mini is working with its 121 U.S. dealers to assist during this challenging time.
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