According to media reports, BMW's Mini brand has suspended plans to import two electric vehicles from China to the United States, citing weakening consumer demand and escalating trade tensions. The two EVs-a compact electric crossover and an all-electric convertible-were launched globally last year and were originally expected to enter the U.S. market in the coming years.
Michael Peyton, Vice President of Mini Americas, confirmed that the plan to bring these models into the U.S. has been put on hold. He referenced the tariffs imposed on Chinese vehicles during President Biden's administration, stating: "We've done a lot of work to try to source products in a way that avoids tariff issues with China."
"For a number of reasons, it doesn't make sense to push this plan forward right now," Peyton said, pointing to former President Trump's decision to impose tariffs on Chinese-made goods, including cars.
Mini Dealers Call Decision a Missed Opportunity
Roger Botton, a Mini dealer in Portland, Oregon, called the move a major setback for the Mini brand. He estimated the two EV models could have added 175 to 200 units to his annual sales, representing a 35% business increase.
Many dealers had high hopes for the electric convertible, especially as a replacement for the now-discontinued first-generation two-door electric Mini. "Leases are coming to an end, but customers don't have an alternative," Botton said.
New products are key to generating consumer excitement and increasing showroom traffic, while also giving existing customers a reason to stick with the brand. "You can't keep selling hardtops to the same customer," Botton added.
Mini Adjusts EV Strategy, Delays 2030 Full Electrification Goal
In February, Mini also announced a delay in launching production of its next-generation EVs at its Oxford, UK plant, which had originally been scheduled to start next year. The company cited "multiple uncertainties facing the automotive industry" as the reason.
Like many European automakers, Mini is rethinking its global EV roadmap. The brand had previously aimed for full electrification by 2030.
"We're still heading in that direction, but we've seen that internal combustion engine vehicles remain extremely relevant, especially in the North American market," Peyton explained. "As a result, Mini has revised some of its plans and extended the production timeline for gasoline-powered cars."
Peyton also expressed interest in bringing the electric compact crossover Aceman to the U.S. market-but only if it can be sourced outside of China. "I love a product like Aceman. It's done really well in Latin America, but we have to overcome some business barriers to make it viable," he said.
Despite BMW's operation of its largest global manufacturing plant in Greer, South Carolina, local production of the Aceman seems unlikely due to the vehicle's smaller segment size and the lack of a suitable supply base in the U.S. "We can't just say, 'Let's localize it now and the problem is solved,'" Peyton noted.
Gasoline Models to Fill the Gap
With Mini's EV plans slowing down, the brand will rely on gasoline models to maintain its market presence. "Mini will continue to invest in new internal combustion engine models and ensure those customers are still being served," said Peyton.
He also hinted at the possibility of a gasoline-powered crossover similar to the Aceman. The Aceman, with a wheelbase of 102.6 inches, is positioned between the Cooper hardtop and the flagship Countryman crossover. "Globally, the Aceman fits that need, but we need to fill that gap in the U.S. I just don't know if we can do it in the short term," Peyton said.
Peyton often gets asked whether Mini will launch a model larger than the redesigned Countryman, which is 5.2 inches longer and 4.1 inches taller than its predecessor. He emphasized: "Even if we go bigger, it has to retain Mini's iconic driving feel, brand personality, and core brand promise."
Mini may also explore the other end of the spectrum by introducing a smaller model-potentially a modern take on the classic tiny Mini. "You wouldn't believe how many customers say to me, 'Gosh, I wish Mini would make a car like that.' We're not always about practicality," Peyton said.
Like many automakers, Mini is considering tapping into the outdoor adventure lifestyle market. "It's definitely something we're looking at," he said, hinting at adventure-themed packages and accessories. But don't expect a Mini pickup anytime soon. "Sure, we had a Mini pickup once-but I don't think I need one today," he joked.
