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Jul 04, 2023

Why The Electric MINI SE Succeeded While The Mazda MX

The MINI Cooper SE stayed true to its MINI character, while the MX-30 failed to impress buyers. MINI and Mazda may or may not be automakers who wanted to dominate the EV world. Yet in the

The MINI Cooper SE stayed true to its MINI character, while the MX-30 failed to impress buyers.

MINI and Mazda may or may not be automakers who wanted to dominate the EV world. Yet in the vehicle-hungry United States, they are experiencing different fates with their electric SUVs. While the MINI Cooper SE is having difficulties keeping up with demand, the Mazda MX-30 is suffering from a lack of sales.

Undoubtedly, the auto industry is shifting into a new world of EVs. Nevertheless, some trends are hard to ignore, such as the increasing demand for SUVs. So, it makes perfect sense why Mini and Mazda want to branch into the electric SUV segment. Nevertheless, having a popular vehicle type in a growing segment doesn’t necessarily translate to sales success.

Mazda experienced this firsthand, prompting it to make a painful decision – stop selling its electric MX-30 SUV in the US. Interestingly, Mazda could have taken a page from MINI’s playbook to ensure it could sell the now discontinued MX-30 in one of the largest markets in the world.

MINI introduced the Cooper SE in July 2019 and quickly gained the attention of customers seeking electric-powered models. Also known as MINI SE and MINI Electric, this electric compact best thrives in the city, tackling the streets via an electric powertrain offering 181 hp of output and 199 lb-ft of torque (both United States figures).

The brand estimated the SE to offer between 146 and 167 miles of all-electric range – fairly short when compared to other EVs on the road. Thanks to its almost instant torque, the Cooper SE offers spontaneous acceleration from 0.

At the time of its introduction and market launch, the MINI SE had to deal with various rivals in the electric compact car segment. With EVs growing in popularity even before MINI introduced the SE, the market had a lot of electric compact car models to choose from. These models included the Nissan Leaf (since 2010), BMW i3, Chevrolet Bolt EV, Hyundai Ioniq Electric, Kia Soul EV, Volkswagen e-Golf, and Fiat 500e.

To make the Cooper SE more appealing in the U.S. despite having numerous rivals, MINI offered the electric compact in three distinct trim levels; Signature, Signature Plus, and Iconic. Each trim level featured its own combination of exterior finish, light alloy wheels, seat upholstery, and interior fittings.

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Just a few months after MINI unveiled the Cooper SE, Mazda joined the electric compact SUV segment with the MX-30. Just as the Cooper SE was MINI’s first pure electric car, the MX-30 was Mazda’s first foray into the world of EV.

It essentially marked the Japanese automaker's then fresh commitment to embracing electric mobility and sustainable technologies. Mazda wanted the MX-30 to become the forefront of its efforts to join other auto companies in the quest for more EVs on the road.

The Mazda MX-30 was significantly longer, wider, and higher than the Cooper SE. They aren’t direct rivals, as the MX-30 had to deal with other compact SUVs in the EV world. At the time of its introduction in the U.S. in 2021, the MX-30 needs to prove its appeal among existing electric compact SUVs, such as the Hyundai Kona Electric, Kia Niro EV, Tesla Model Y, Ford Mustang Mach-E, and Volkswagen ID.4.

The electric compact SUV segment was quite competitive thanks to the presence of these models.

Featuring "freestyle" rear-hinged doors, the MX-30 comes with a single front-mounted electric motor and a lithium-ion battery pack. These are good for providing around 140 hp of output and around 124 miles of all-electric range. Despite these figures, the MX-30 was a promising product that Mazda placed a lot of effort into developing, and a handful of technology to make things happen.

RELATED: The 2022 Mazda MX-30 Is Getting A Rotary Generator: Here's What This Means

Since the Cooper SE made its first appearance, it has been proving that it is the brand’s most popular model. For the full year 2021, MINI sold 34,851 units of the Cooper SE. This figure jumped 25.5 percent in 2022 to 43,744 units.

According to MINI, the Cooper SE accounted for 22 percent of its total sales. Other electric models at MINI also posted strong growths in 2022, logging sales increases in Germany, France, and the United Kingdom.

Interestingly, the relatively short range and the considerably small cargo space of the Cooper SE didn’t prevent customers from buying. In fact, there were considerable increases in year-on-year sales for the electric Cooper. But what the Cooper SE lacked in range and cargo space, it more than made up by being a MINI first and foremost.

The sales success of the MINI Cooper SE is attributable to several factors. One of these is the fact MINI has a long history as a brand. It is already an icon in the automotive with a strong reputation, which is stronger than other brands offering a rival to the Cooper SE. Every new vehicle it produces inherits that reputation.

Moreover, MINI ensured that the Cooper SE inherits the iconic design of its conventionally powered siblings. In short, it is a genuine MINI to the core. The brand created its vehicle concept using the MINI 2-door hardtop as a base. In fact, MINI based the dimensions, design, space, and interior ambiance of the Cooper SE on the conventionally powered model.

In addition, MINI ensured that design elements from the conventionally powered model made it to the MINI Cooper SE. These include its typical three-part structure (body frame, all-round greenhouse, and roof), short overhangs, widely set wheels, and powerful proportions. Moreover, the charge connection is also in the same place where the fuel filler neck is on the MINI 2-door hardtop.

Nevertheless, the Cooper SE has several distinct features that indicate its future-oriented drive system. These include the yellow MINI electric logo on the side scuttles, tailgate, and radiator grille. The front section still has the signature hexagonal contour, which MINI closed since the electric motor needs almost no cooling air.

RELATED: The Topless Mini Cooper SE Convertible Concept Is Electric Gone Cool

While the MINI Cooper SE is enjoying its success, the Mazda MX-30 is suffering from very poor sales. The Japanese automaker is axing sales of the MX-30 in the U.S. after the 2023 model year. Mazda remarked that its current electrification efforts in the U.S. are rather focused on large platform PHEVs (plug-in hybrid EVs). But there is more than just a shift in strategy.

The brand may not reveal it, but the hidden truth is that Mazda barely sold 600 units of the MX-30 in the U.S. The automaker actually provided the reasons why not to buy one. The fact that Mazda only sells the MX-30 in California made it virtually unknown in the country. Moreover, the MX-30 somehow lost its identity and essence as a Mazda, which their vehicles are typically enjoyable to drive.

The electric SUV drives well, but it lacks the fun-to-drive character that is a common trait among its conventionally powered siblings. It will be interesting to see how what other models Mazda introduces as the industry continues to move more toward electrification.

Source: Mazda, MINI

Julybien Atadero writes from the island of Cebu covering various automotive topics including new sports cars, classic muscles, pickup trucks and SUVs. While I like peace and quiet, I love playing with my kid. When I have nothing else to do, I watch documentaries and animations.