Mini hopes to continue strong sales

Mini sold 420 cars here in 2011 and sales shot up to an unexpected 500 last year, said Soprach Bosuwan, general manager of Millennium Auto Mini, which is the sole authorised dealer of the British marque in Thailand.

“Last year, Mini sales were 30 per cent higher than we expected,” he said.While the premium segment experienced growth, the government’s crackdown on illegitimate grey market importers also contributed to attracting more customers last year, he added.

Millennium customers also enjoy an important service that brings them back to purchase a new model.

“Mini Next was initiated five years ago and is an important tool in attracting customers,” Soprach explained. “We make sure our used vehicles have low mileage and are in good condition. We then overhaul the cars and dress them up with special accessories. They also come with 2-year/40,000km warranty as well as roadside service assistance, proved vehicle history, buyback guarantee as well as leasing and finance offers.” 

Somprach added that customers who trade in their old Mini for a new one also get 5-7 per cent higher prices.

The company will stage an event called “Mini in the Flood” on June 1 and 2, with more than 20 fully restored Mini vehicles being offered at its Ekamai showroom, which is the largest Mini showroom in the world.

A new zone will also be introduced here called the New Mini Next Racing Zone, featuring cars equipped with accessories from JCW (John Cooper Works) and AC Schnitzer.The current Mini model (R56) is reaching the end of its life cycle, and a new model will be introduced in mid-2014.

“So we need to add more value to our products by offering special accessories such as [JCW] wheels and suspension kits,” Somprach said.

Presently, grey market prices are approximately Bt300,000-Bt350,000 lower than those asked by Millennium, which has dropped from the Bt700,000 range two years ago.“Due to the price difference, we must offer something grey importers can’t, so we decided to throw in the BSI warranty package to give customers even more confidence when purchasing vehicles from us,” he said. 

The company has already sold 120 cars – in the first quarter of this year – with 40 per cent being the Countryman, while the 2-door Paceman will be launched at the end of the year with prices starting from Bt2.89 million.

Stiffer competition has, besides, been experienced from other European brands such as Mercedes-Benz with its A-Class and CLA, as well as BMW with its 3 Series, which may fall in a different segment but is in the same price rage.

“Many Mini customers also consider other types of vehicles if they are within the same price range,” he added.