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The electric car market has been defined by Tesla, which is currently at the forefront of the automotive industry as one of the highest value brands, leaving behind brands with a long tradition in the industry.
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The price-innovation relationship is bringing new arguments in consumption and rethinking the traditional budgets specially designed for a vehicle of this type.
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With the arrival of the MINI SE, a job offer is consolidated and with it new promotion strategies.
The suggested price for the new MINI SE is 875 thousand pesos in Mexico and with this amount the brand establishes a new cost parameter for electric cars in Mexico.
Since the arrival of Mini in Mexico was announced, the rules for promoting these vehicles have changed and it has gone from a traditional model to one with great potential, also the mentality in the purchase decision changes, because now it will go from investing in a luxury car to buy the cheapest car in the electric vehicle category, thereby establishing a drastic change in the supply of vehicles in the country.
Mini electric in Mexico
The arrival of the electric MINI in Mexico has meant a very important reconfiguration of the electric car market in Mexico, first of all because this vehicle competes with a price that forces us to think of this model as an investment when it comes to acquiring a vehicle in this category.
Another aspect that we cannot lose sight of is how innovation is playing in favor of brands and what was previously considered as something expensive has now become an investment opportunity.
With these established elements, a very important effort is patented in the market and that is to know how to work on promotion in a market where the interest in caring for the environment is leading the consumer to make other decisions.
The prices of electric cars in Mexico:
MINI SE – 875 thousand pesos
Leaf – 9222 thousand pesos
Mercedes-Benz EQ – one million 244 thousand pesos
BMW i3 – one million 240 thousand pesos
Source: Dynamic Car, MINI, Nissan, BMW
The arrival of the MINI SE in Mexico reinforces the category that Tesla has promoted with great success, based on very important technical elements, such as its synchronous electric motor, LED front headlights, with UNION Jack design, a 32.6 kWh lithium battery, giving it a range of 270 kilometers and an acceleration from zero to 100 kilometers in 7.3 seconds.
When we review the automotive market based on the value of its brands, we see an important projection that does not recall the challenge that Tesla has led, so far the most valuable brands in the industry.
Within the list, the projections by brand are as follows, according to an estimate by Kantar Millward Brown, Bloomberg and various sources projected by Statista.
Tesla – $ 42.610 million
Toyota – $ 26.97 billion
Mercedes-Benz – $ 25.84 billion.
BMW – $ 24.82 billion
Honda – $ 10.570 million
The area of work that opens up in the automotive market is a very bold and definitive one to understand the capacity that brands have found in their commitment to building an electrical strategy, which is tremendously important today, especially due to the demand that It has generated on the part of the consumer, in the midst of an increasingly important phenomenon that is together with electricity consumption, the biggest trend to come: autonomous driving.
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