BMW plenty of spark left for electric revolution

3-Series | December 9th, 2018 by 8
BMW i Vision Dynamics 13 830x553

BMW is an old company, having just recently celebrated its 100-year anniversary. While it’s not the oldest car company, with brands like Mercedes-Benz and Ford …

BMW is an old company, having just recently celebrated its 100-year anniversary. While it’s not the oldest car company, with brands like Mercedes-Benz and Ford being a bit older, it’s among the oldest. Despite that, it’s a company that still thinks like a young one. It’s still keeping an eye toward the future, while also adhering to its traditions. So despite its age, BMW still very much considers itself youthful enough for the electric future.

According to Hildegard Wortmann, now the senior vice president of BMW Group’s Asia-Pacific region, “We came from a long legacy – the BMW brand is over 100 years old. Now we are transforming into a hi-tech company, and the transformation is really exciting. BMW i, launched in 2012, reflected a strong visionary view on what needed to be done, what needed to be explored. It shows what the premium brand should be – it is not just a product, but also about the leadership and strategy,”

Hildegard Wortmann BMW 2 750x500

 

A lot of enthusiasts might roll their eyes at that statement. While it’s true that BMW did seem like a leader in electric mobility when the i Division first launched, its efforts have fallen short ever since. In fact, BMW is now far behind even one of its main German rivals in Audi. It’s clear that BMW needs a bit of an electric overhaul. Wortmann seems to recognize this and hints that BMW does as well.

“Importantly, it needs to have the strong capability to reflect on yourself, your business, your product portfolios and adapters. It takes a lot of conscious decisions and courage, because sometimes you have to let go. And a heavy financial investment, several billion euros every year spent in research and development into future technologies,” she said, speaking about the brand’s ability to adapt.

BMW i Vision Dynamics 09 830x553

That’s encouraging to hear, as BMW needs to rethink its i Division and strategy, it seems. While BMW is busy showing use autonomous crossovers destined for 2021 releases, rival brands are launching fully electric and very exciting cars that are available right now. For instance, the Tesla Model 3, Jaguar I-Pace and Audi e-tron are all available for purchase right now. All three are fully electric cars with over 200 miles of range. BMW has not a single full-EV that can sniff 200 miles of range.

However, while it seems bleak, Wortmann seems to be hinting at the fact that BMW recognizes the situation its in and is going to make some changes. And for a 100 year old company, it’s surprisingly adaptable and ready to change. It still has some spark.

[Source: Nation Multimedia]

8 responses to “BMW plenty of spark left for electric revolution”

  1. cnet-970ad33b278bd3b05502252be3640ea5 says:

    The closest thing Audi has to an available for sale production e-tron in my market is a shades of Tesla $1,000 (Cdn.) waitlist for the 2019 model, no specified delivery time. How is that ahead of a BMW that has been available globally for years? And if the gold standard for BEV range is 200 miles, that’s still a pretty limited market, esp. for our country with deep winters & thousands of miles of highway. i3 was planned as a city car, range extender was added for highway anxiety. Since VAG are partnering with Ford for future tech. development, this reads more like p.r. than actual field reporting.

  2. Todor Dimitrov says:

    1 for here

  3. Alexander S says:

    Yes but electric Audi and Merc are very expensive. I3 is much cheaper but at the same time is practical for every day use. BMW need to make electric vehicle like vagon or salon.

  4. Donald Dong says:

    The “i” product line clearly demonstrates what BMW sees in electric mobility. Hybrid construction, a unique interior, with different control layouts, yet it doesn’t have to follow on others in terms of using huge gigantic battery which will significantly increase the vehicle’s weight. They seem to stress on tech, rather than size. It seems they are behind right now, but they are only behind in terms of people perception, they are probably getting close to making electric more portable, we just hope we will get to see the finish product sooner

    • cnet-970ad33b278bd3b05502252be3640ea5 says:

      Average lifespan of any new BMW is minimum 6 yrs., since i3 was introduced in 2013 & has received regular upgrades, it is right on schedule. Speaking of being behind, how many other German BEV are being produced right now? Given the i3’s avant garde design, they could follow the example of the original 6 Series & continue to produce it for over a decade.

  5. Amrit Bushal says:

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    http://autoworldjapan.com/

  6. Eddie says:

    EV’s are the next smartphone. Once you drive one, you want one. ICE vehicles have dipped recently as people waiting over next 2-3 years for prices to come down. The ICE makers will burn through billions of dollars to change infrastructure to electric. This is happening very fast. GM and Ford May not have the cash for the transition especially since primarily Sell ice trucks and SUV’s. They are already laying employees off. Smartphones took over in a 10 year period, EV’s will follow. Come on BMW!

    • cnet-970ad33b278bd3b05502252be3640ea5 says:

      ICE sold record volume in 2017, pick-ups are best-sellers, no one is waiting for BEV to pay a premium, electric pick-up doesn’t even exist. The industry can’t even produce BEV in sufficient volume to supplant ICE. BMW have contracted for battery production, increased their participation in their Chinese factory, & are building new factories elsewhere in anticipation of announced new BEV, that is coming on. Change takes time, they didn’t want to build in tents or buy mothballed GM factories. I enjoy my flip phone & Apple stock is down.

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