Vested interest probably thinks that would cheapen the brand, since "customers don't want electric cars". You don't have to go further back than 2012 to see med

Vested interest probably thinks that would cheapen the brand, since "customers don't want electric cars". You don't have to go further back than 2012 to see media commentators routinely use the term "clown car" or "golf cart" to describe electric cars. Would not completely surprised if parts of BMW management are of similar persuasion.