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2017 Week 21 - BMW reportedly changed EV strategy
“Our Strategy Number One Next is centred on consequent lightweight construction, alternative drivetrain technology, connectivity, autonomous driving functions and the interior of the future. The iNext will set the standard from 2021″
Unconfirmed online reports this week claimed that BMW would not pursue the development of the BMW i5 as its mass market answer to the Tesla Model 3, but rather follow other carmakers such as Hyundai and Citroën, by offering electric options across existing ranges so that customers can choose a gasoline model or an electric model.
The reason for the change of heart is that the cost associated with the specialized chassis systems of the i8 and i3 makes it unsuitable for high volume production. In March BMW’s reported its lowest profitability since 2010 on the back of spending on technologies to compete with its rivals in the electrification and autonomous sectors.
The following statement by Harald Kreuger this week, “The all-electric MINI and the all-electric BMW X3 will mark the beginning of the second wave of electrification for the BMW Group, benefiting from the ongoing technological progress we are making in this area.” is seen to support the reports that the company is having a rethink on its EV Next strategy.
BMW’s change of direction will set it on a different course than its competitor in the luxury car market, Daimler, which has set an aggressive strategy to develop a separate brand to establish a market lead in the e-mobility sector.
The BMW strategy now seems to focus on finding the least cost route of adding batteries to existing models to produce vehicles for consumer’s increasing appetite for electric cars. Adding batteries to combustion vehicles is seen as a cop-out as consumers will be better served by buying electric vehicles built from the ground up around the technology.
2017 Week 6 - Mini Cooper at the Chicago Auto Show
The Chicago Auto Show kicked off this week, sporting the highest number of electric vehicle technologies on display in the Show’s history. Vehicles on display include BMW’s i8, the Mini Cooper Countryman PHEV, and Ford’s Fusion Energi PHEV. It’s wattEV2Buy’s observation though that with the lack of inspiring and game-changing technologies the Chicago Show underscore that Big Auto is still not getting boots and all behind the technology. Reading between the lines, we see big auto focusing more on autonomous vehicles than electric drive trains as it’s future strategy.
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The Daimler EV strategy trumps BMW, setting the German luxury carmaker up to outperform its rival over the next decade as EVs disrupts the unaware.
The German automaker hinted that the Mini could be the BMW mass-market electric car, competing with the Tesla Model 3 and Chevrolet Bolt, as the company targets over 100,000 EV sales for 2017, up from 62,000 in 2016.
For an individual to reach the top 50 position on the Forbes list from vehicle manufacturing was only possible if your parents left you a trust fund with a bunch of 100-year-old stock in a big brand.