BMW Pressures Dealers to Sell Mini At Lower Prices, Despite Demand

A story in the WSJ said that Bayerische Motoren Werke AG set suggested prices for its new Mini small-car line between $16,850 and $19,850. The company is urging dealers to stick to that range, even though demand is expected to exceed supply when the cars roll into U.S. showrooms in March. Mini brand officials made the announcement at the North American International Auto Show in Detroit. They said they expect to sell 20,000 units in the U.S. in the first 12 months. The Mini is the first independent brand ever introduced to American consumers by the German auto company. The company has lined up 70 BMW dealers in 29 states to sell the Mini. Many of the dealers are creating separate showrooms and sales staffs to pitch the two models -- the Mini Cooper and the top-of-the-line Mini Cooper S.