AI and dashboard tech as well. And knowing BMW, likely pricing, too. Also BMW considers the car "done" once it's sold to you and there are hardly any updates (y

AI and dashboard tech as well. And knowing BMW, likely pricing, too. Also BMW considers the car "done" once it's sold to you and there are hardly any updates (you can update maps for a few hundred dollars, but that's about it). For a low tech "traditional" car that's not that big a deal. For an electric though, Tesla fixes bugs and adds new functionality years after the sale. Luckily for BMW the huge and widening gap that exists between Tesla and the rest of the industry only becomes obvious once you experience one of Tesla's cars, and Tesla doesn't make that particularly easy to do due to the complete lack of the marketing effort. All the market traction they're getting is strictly word of mouth. BMWs racing stripes and half-assed EV attempts remind me of Ballmer laughing at Apple charging $600 for the first iPhone - dude simply had no capacity to see what made it worth $600, so he couldn't rip it off even if he wanted to. I bet dude felt the "brand" would solve everything, too.