How BMW, Porsche and Audi plan to take on Tesla

BMW i, Interesting | December 8th, 2015 by 20
BMW i3 Harald Krueger Friedrich Eichiner Profitabilitaet 750x500

It’s no secret that Tesla is considered the gold-standard in the world of electric vehicles by many. It’s the EV darling at the moment, providing a …

It’s no secret that Tesla is considered the gold-standard in the world of electric vehicles by many. It’s the EV darling at the moment, providing a green hope in a bleak world of smog and internal combustion. However, some of the German auto manufacturers tend to feel otherwise. BMW, Porsche and Audi all have their own interesting innovations for the future of the automobile and it might be worth a listen to what they have to say.

We all know of BMW’s expertise in the field of electric vehicle. BMW’s i division is one of the biggest innovators in that field and has proven its worth with the wonderful i3 and fascinating i8.

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BMW is also doing some excellent work in hybridizing some of its standard cars, such as the BMW X5 xDrive40e and the upcoming BMW 330e. There will also be a hybrid variant of the brand-new BMW 7 Series and there’s word of an upcoming BMW i5. So BMW is very much in the EV race.

Audi is in the race as well, with its upcoming e-tron Quattro Concept that debuted at the 2015 Frankfurt Motor Show. The e-tron Quattro should be debuting sometime in 2018 and is said to be a fully electric coupe-like SUV with the same powertrain from the Audi R8 e-tron. This means 0-60 mph in around 4.3 seconds and Audi claims a range of up to 300 miles. If Audi can deliver on those claims, it would have a car that is far superior to the Tesla Model S.

Porsche is even getting into the mix, with its Mission E. Also having debuted at the Frankfurt Motor Show, the Mission E is a 600 hp fully electric super sedan capable of 0-60 mph in 3.5 seconds with an estimated range of 500 kilometers (310 miles). But that’s not all. Porsche being Porsche is pushing the envelope even further and is claiming the Mission E to acceptable to 800-volt charging, meaning on special 800-volt chargers it can recharge its battery 80 percent in just 15 minutes. That gives the Mission E a range that beats the Tesla Model S and a charged time that crushes it.

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Porsche Mission E Concept

But it isn’t just the electric vehicles themselves that gives Tesla and its owner, Elon Musk, messiah level status among fans. Tesla’s software and over-the-air updates for its cars also earn the Silicon Valley-based company incredible amounts of praise. Deservedly so, as it is quite fascinating how a Model S can be radically changed overnight while it sits in its owners driveway. Tesla is also making big waves with its new Autopilot system. What is essentially an automous driving function that allows drivers to completely resign control over to the car, Autopilot is generating an incredible amount of buzz, both good and bad.

The Autopilot system, technologically, is incredibly impressive. It’s capable of driving, entirely on its own, through city centers, suburban neighborhoods and even heavily trafficked, high-speed motorways. And 90 percent of the time, it works without issue. However, 10 percent of the time, it has some serious miscues that have almost injured, and even almost killed, some drivers. This is because the Autopilot system is still in beta form, which is garnering quite a bit of controversy. The fact that it’s still in beta isn’t what’s causing a stir, but the fact that Tesla’s owners are live Guinea Pigs for the beta testing is.

Tesla's Autopilot system

Tesla’s Autopilot system

BMW CEO, Harald Krueger recently, and quite openly, criticized Elon Musk and Tesla’s decision to perform an open beta with actual customers on public roads. Krueger deemed it dangerous and claimed that, while BMW does have quite a lot of autonomous technology, he would not release anything to the public until it was “100 percent reliable”. Many have knocked Krueger for this, claiming that there’s no way of insuring the technology’s reliability until it hits the road. However, many have also backed Krueger and found his hesitance refreshing. BMW is looking to insure that its systems are safe for public use so as to not injure drivers, instead of showboating and putting the software out too early. It’s a rare display of patience in a business world dominated by companies trying to one-up each other at every opportunity.

Krueger’s patience could make Musk’s cavalier mentality seem reckless and maybe even a bit desperate. Aside from Autopilot, Tesla hasn’t done much to move the ball forward, aside from add more power to its vehicles. Sure, the Model X has been made, but that’s basically just a jacked up Model S with silly doors. So pushing an autonomous driving function onto the public before it’s fully finished could seem as if Musk is trying to rush things.


Admittedly, Tesla is working on its massive Gigafactory, which should increase productivity, in both manufacturing and research and development, dramatically. However, Porsche has fired back with a new factory of its own. Porsche called its new Factory 4.0, a 700 million Euro investment to produce electric vehicles, the “dawn of a new age”. The engineers at Porsche are sometimes more “mad scientist” than they are actually engineers, so it should be interesting to see what they do inside of Factory 4.0.

Tesla also has another trick of up its sleeve, though — the Supercharger network. Tesla’s Superchargers are scattered throughout the US and Europe and provide Tesla owners a fast and easy way to charge their vehicles. It’s one of the bigger selling points to the Tesla brand. However, BMW has launched an initiative of its own to create a stable and efficient charging network for owners of all electric vehicles. Instead of certain customers having memberships to specific charging networks, BMW and other automakers, are looking to create one network of charging stations throughout the world for EV customers to be able to use. So BMW answers right back at Tesla’s Superchargers.


None of this is to say that what Tesla is doing is inferior to what BMW, Porsche and Audi are doing. But with almost a century of experience, car companies like BMW and Porsche have the collective know-how to get things done the right way in the automotive field. Tesla may be doing some fine work, but the Germans might be doing the right work.

20 responses to “How BMW, Porsche and Audi plan to take on Tesla”

  1. steven75 says:

    Their century of experience in the existing automotive field is actually a *negative* in the area of software compared to a company like Tesla that follows the Silicon Valley start-up mentality. These older companies are filled with people with rigid ideas that do things simply because they’ve always been done that way.

    Case in point: My i3 still has to go to a dealer to get each software update and this is a car BMW developed from scratch to be forward-thinking!

    When it comes to software, I’ll bet on the start-up company every time and twice on Sunday!

    • happy says:

      Tesla, tesla, tesla, tesla everywhere tesla. This is boring. It reminds me “Star Wars Attack Of The Clones” but here we have “Car Wars: Attack Of The Tesla Fanboys”

      • steven75 says:

        I’m not a Tesla fanboy–Did you read how I own an i3? I love the i3, but I have no illusions BMW as a manufacturing company can’t compare to a true world-class *software* company.

        I’m sure BMW had to swallow their pride when they decided to accept Apple CarPlay. The market has decided Apple/Google are FAR better at software than traditional manufactures and boy are they right!

        • happy says:

          Oh my God…………. BMW aacept Apple CarPlay because BMW owners use iPhones.

          • steven75 says:

            …so why are iPhone owners looking to CarPlay when they could be using iDrive instead?

            Could it be that you still have to download a 30 GB database of maps every 6 months to update even a single road like it’s 1990?

            Could it be that sometimes iDrive decides a road is “closed” for a week and routes around it, regardless of me driving on that exact road twice a day?

            Could it be that inputting a destination into iDrive still takes about 90 seconds through multiple steps when CarPlay takes about 10 seconds on a single search bar?

            And to be fair, even with the faults above I think iDrive is one of the best systems from the century old manufacturers. …But it’s no Google/Apple product!

  2. Darko says:

    None of the German automakers has any plans or intentions in creating a mass market EV – how is it that they are taking on Tesla? Where are German plans for EVs with 200 mi range, 500K units produced per year?

  3. jason bourne says:

    “Plant” to take on Tesla?

    Going green? ;)

  4. Tommolog says:

    It’s pretty amazing how the entrenched powerhouses of the automotive world have to now “pla(n) to take on” a little upstart car company from California. How’d that happen? :)

    • Matt Stokes says:

      Depends which way you want to look at it. Are they targeting Tesla, or simply the same market?

      Since they have to address things like this …

      … they’d be making the same noises even if Tesla didn’t exist.

    • steven75 says:

      In a word: software.

    • Harry says:

      This “upstart car company from California” have a lot of reliefs and subsidies from government while “entrenched powerhouses of the automotive” built its company honestly.

      • Tommolog says:

        Those same subsidies are available to everyone. In the US, the $42,000 i3 gets the same tax credits as a $80,000 Tesla, so they should be even more effective at attracting buyers to the car that cost half the price.

        • Harry says:

          tesla have 2 models and get subsidy for both. BMW get (im not sure) subsidy only for i3 and i3 is one of the 15 +/- BMW models. See difference? get subsidy for one model and get subsidy for all models? why i must pay taxes for subsiding car whose i will never buy? if you want this car pay for all.

          • Tommolog says:

            It’s not your taxes used in the Federal tax credit – that’s not how it works. The purchaser gets to claim up to $7,500 of their own personal tax liability. If they didn’t owe or pay federal tax in that year, they don’t get to claim it. You don’t get a check from the government as many believe, you just get to claim your OWN tax money back if you already paid it.

            I’m afraid you’re way off base with regards to who takes more advantage of these credits. BMW now sells FOUR cars that get tax incentives, (i3, i8, X5-40e & 330e) and Tesla only sells ONE! (The Roadster is no longer available).

          • Harry says:

            BMW sells FOUR cars, ok: i3, i8, X5-40E & 330, so look how much cars BMW sells without subsidies: 114i, 114d, 116i, 116d, 118i, 118d, 120d, 125i, M135i, 218i, 218d, 220i, 220d, 225d, 228i, M235i, M2, 316i, 316d, 318i, 318d, 320i, 320d, 330i, 330d, 340i, 340d, M3, 420i, 420d, 425d, 428i, 428d, 435i, 435d, M4, 520i, 520d, 528i, 528d, 530i, 530d, 535i, 535d, 540i, 540d, 550i, M550D, M5, 640i, 640d, 650i, 650d, M6, 730d, 740i, 740d, 750i. What proportion of all these models are subsidizet? 4 from 62? so 1 of 15,5 BMW cars are subsidiet. Now look tesla: they have only model S and X and both are subsidiet, so 100% of tesla cars are subsidiet and only 2,5% BMW are subsidiet. Do you see difference?

          • Harry says:

            Oh, sorry i forgot about all of these X1, X3, X4, X5, X6 and Z4. So now i think less than 1% of all BMWs cars are subsidizet.

          • Tommolog says:

            Yes Harry, the difference is painfully clear. BMW has double the number of cars for sale that qualify for subsidies than Tesla does.

            BMW has more to gain from these governmental subsidies than Tesla does. Tesla is a very small company and by the time they have their third car on sale (~2018), BMW will have no less than six cars for sale that qualify for governmental subsidies.

            Plus, even though the cars that qualify for these terrible subsidies account for 1% (your math) of the cars available from BMW, recently they accounted for nearly 10% of BMW’s overall US sales:

          • Harry says:

            Wait for statistics of all year sales. You can sell 1000 cars in one month and only 100 in next 11 months.

          • Dave_SRQ says:

            Harry, you’re forgetting the BMW i8, and all of the BMW hybrids that also get a Federal Tax credit. Why must I pay for oil industry subsidies when I don’t burn any gasoline? Why must I pay taxes for the local schools when I’ve already received my degrees? Why must I pay for the military, since nobody is invading the USA today? etc. I believe these are all short sighted views.

            Why leave the house at 2pm with my jacket since the temperature is
            currently 68 degrees. Because by 8pm it will be 42 degrees! Plan for the future, or be a victim of it.

      • steven75 says:

        Yeah that National Auto Dealers Association is a paragon of honest business practices.

        I realize NADA != car manufacturers, but they are in bed together.

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