Not really renowned for the affordability of its products, especially electric ones, BMW will manufacture electric cars for the lower segments and, therefore, at more affordable prices.
As a premium brand, BMWs have never really been affordable cars, quite the contrary. With the advent of electric, we cannot say that things have really changed, even if BMW now offers one of the cheapest premium electric models on the market with the iX1its electric compact SUV which starts from 55 150 euros. Other versions will arrive later and should make it possible to lower the bill to around 40,000 euros.
Be that as it may, these sums are always very large, but premium manufacturers have developed “access” models over the past 20 years, opening the doors of premium to as many people as possible. Mercedes A-Class, BMW 1 Series… Compacts have flourished on the market, and Audi has even gone even further by offering the A1, the only electric city car of the three German premiums.
Will BMWs be the cheapest premium electrics?
If Mercedes intends to clean up its range of compact models soon, while Audi will simply stop the Audi A1, BMW will continue to offer models “of the lower segment” according to its CEO, Oliver Zipse. For the manager, who was speaking at a conference organized by the equipment manufacturer Bosch, “the lower segments will be the heart of BMW’s business in the future”.
And indeed, the best-selling models at BMW are not the biggest, Series 1 and X1 among the bestsellers in many countries. With the arrival of the electric version of the X1, the iX1, BMW plans to double electric car sales next yeareven if the manufacturer prefers to remain cautious in its ambitions, the shortage of components and the uncertain economic context playing a huge role in car sales.
This declaration therefore contrasts with the ambitions of its competitors, starting with Mercedes, which has made no secret of favoring the top of the range in the coming years. Indeed, the Stuttgart manufacturer will invest massively for the upper segments, obviously more profitable segments. This is the same strategy followed by Hyundai for its future electric cars: luxury and SUVs.
However, that does not mean that BMW will not continue to develop high-end cars. The new BMW i7 is the perfect example, since its starting price starts, in France, from 139,900 euros. Rolls-Royce, a brand of the BMW group, recently presented its first electric model, the Rolls-Royce Spectre, and its price should largely flirt with 400,000 euros.
When announcing the new batteries that will be integrated into the future 3 Series, BMW quickly addressed the issue of autonomy. For the German manufacturer, aiming for a range of 1,000 km is not useful…
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