A firm commitment to electrification and digitalisation, attracting new customer candidates and conquering new markets, increasing the brand's presence in community activities and social engagement on issues related to respect for diversity and tolerance are at the core of MINI's future strategy. As a luxury small and compact car brand operating in 109 countries around the world, MINI is committed to continuing its success story with strategic product range expansion, technological innovations and new production locations. The goal is to significantly increase popularity and profitability over the next ten years.
Redefining the 'status quo' is linked to the brand's tradition. Numerous opportunities are defined in MINI's future strategy and are emerging from the transformation currently taking place in the automotive industry. This creates the basis for confidence and optimism about the brand's current development. By September 2021, MINI achieved a sales increase of 7.9% compared to the same period last year. Noteworthy is the growing enthusiasm for electrification. The ratio of electrified models to total MINI sales is now over 15%. MINI is pursuing the BMW Group's strategic sustainability goals by steadily reducing CO2 emissions across the entire value chain. Innovative materials and increased use of secondary raw materials also contribute to increased sustainability.
MINI is exploiting the potential offered by digitalisation in intuitive control systems and innovative forms of personalisation. Customers can seamlessly integrate their vehicle into their digital lifestyle with the brand also setting standards in the area of vehicle sharing. In addition, the MINI App is being transformed into a digital platform for the global MINI community. As early as 2023, MINI will introduce the first models in a new generation of cars with an all-electric powertrain. The future, core portfolio of pure electric vehicles will include the 3-door MINI and a crossover model in the small and compact segment. MINI is also developing concepts for John Cooper Works models with an electrified powertrain. At the same time, small MINI models and a crossover in the luxury compact class are also available with conventional internal combustion engines.
An important factor in the profitable growth strategy is MINI's increased commitment to the luxury compact segment. Alongside the successor to the current MINI Countryman, a new automotive philosophy is being developed. This will satisfy the wishes of many customers for additional space and comfort and increased versatility.
China's car market continues to grow at a dizzying pace. In order to be able to participate in the growth of the world's largest automotive market and to take off its sales in the region, MINI will soon change its status from an import company to a brand with local production of its products. From 2023 onwards, new small models destined for electrification will be manufactured in China. Production will be set up in the newly established car factory in the east of China. MINI will use the cars built there to meet the increased demand in global markets.
Production of the next-generation MINI Countryman will also start in 2023 and the car will be built at the BMW Group's Leipzig plant, meaning it will be the first German-built MINI. All other MINI models will be built at the MINI plant in Oxford, which remains the heart of MINI production. The UK will remain the home of the MINI brand.
