2 ms·
I think we are reading too much into the EV aspect of the story. At the end of the day it is all about making money. BMW are not so good at that these days. Chi
by Theodores 7y ago
I think we are reading too much into the EV aspect of the story. At the end of the day it is all about making money. BMW are not so good at that these days. China has not been the gravy train that it looked to be and the anticipated sales growth in the world's largest car market has failed to materialise. Sad considering the lengths that BMW have gone to with the big nostrils on their models.
BMW fans still like the product however fast, rear-wheel drive saloon cars are a dying segment of the market. The once invincible three series is just not as common on the roads as it used to be.
Making SUV models in North America is a good idea for Americans insatiable desire to buy European brand vehicles and Americans desires to buy SUVs. But, no offence to American labour or supply chains, it is a bit of a final assembly screwdriver operation. The engines and plenty else comes from Germany. Some components did make it over to South Carolina but you can't say the plant is a charitable effort to hire U.S. workers or a means of tapping into U.S. automotive worker skills, it is a money making machine that gets around tariffs, Chicken Tax or not.
BMW EV cars are not strictly about being EV. The electric bits come from Bosch, the same Bosch that supply every other EV maker apart from Tesla. You just buy those bits.
What BMW did and is quite commendable is carbon fibre. They are the only mass market manufacturer making passenger cells in carbon fibre. They went into it big time with the i3 and i8.
What is also interesting about BMW is how they are owned. Most auto manufacturers are owned by the banks. They don't really own their stuff any more than a mortgage owner owns their own house. They are paying interest. To the banks. BMW are different, they own all their own stuff and don't owe the banks. This is quite admirable.
For automakers like BMW the EV market is to them what the vegetarian market is to McDonalds. Sure we should all stop eating meat and save the planet but that ain't gonna happen. Falling sales in burgers, now that is a real problem. Same with ICE cars for the likes of BMW.