Again: BMW i is not meant to be a mass sub-brand. It's a niche sub-brand just like BMW M sub-brand is. While BMW M caters to sports car enthusiasts, BMW i caters to future tech & innovation savvy people. Sure 1st generation of BMW i cars is born electric, but it goes beyond that (beyond powertrain). It goes to the level of experimenting with new materials inside & outside; new body & chassis construction concepts, new power sources, alternative fuel solutions, AI driving assistance systems - incl autonomous driving, IoT solutions ala interconnectivity etc etc. And every new generation will debut a new tech, new innovation, way beyond previous one.
Do not think of BMW i as of BMW's sub-brand for EVs. It's not about that. As I said: this sub-brand is for BMW a true "lab-on-wheels" - introducing some solutions, testing them, experimenting with them ... and some of them will then trickle down to cor BMW Group brands.
Mass-volume (and price competitive) EV offerings from BMW Group will come from core brands: BMW & MINI - an all-electric (BEV) versions of high-volume BMW & MINI models, incl eg X3, 3er Sedan, 2er AT etc. BMW Group are not lagging behind. Everything is under control when it comes to EVs. But the transition will be gradual.
What I'm a bit more worried about is the IT / AI part ... where IT giants are already ahead, and are entering a new level already ... also making ambitious automotive plans. Traditional carmakers will have to ante up the game to stay competitive. Especially now when it seems Google has started to follow Apple steps by developing it's own hardware and making more integral solutions from scratch. Be sure Samsung, LG, Sony etc will have to follow - even with it's own OS & AI assistant etc. The AI UI is the new thing now - therefore the hardware & the OS and all the software (apps) will have to be in perfect cacophony to work well. But there comes a catch ... personal data collection ... so, to make your AI assistant / UI work well, "he" / "she" will have to know a lot of stuff about you ... and that will be achieved by weaving all your rights to personal data protection, so the AI UI will learn about you constantly so he / she will be able to help / assist you. Scary? It will go way beyond current levels of collecting personal data.
But smart cars with AI UI will have to do the same as your AI UI-based smart phones, your smart home etc So, to offer same level of UX (in smart cars) as smart phones & smart homes will offer, carmakers will have to speed up development severely to catch up with IT giants in this particular field. I'm still not sure carmakers are doing enough. IMHO they are still concentrating too much on hardware (too much different models) development & production, and to little to integral AI UI development.
It would be completely lame when you'll be able to communicate & interact efficiently with AI UI of your phone, tablet, TV, PC, HI-Fi system, home theater system, fridge, oven, stove, microwave, dishwasher, washing machine, coffee machine, HVAC system etc. but not of your car. Lame!
So, (even) more focus on the IT field, please, dear carmakers. Sure hardware development is important & crucial ... but not the overdevelopment (filling all the impossible niches with zillions of variants & models). IMHO product line-up simplification will be the most talked issue in the automotive industry in the very near future ... there will either be less variants / models, or they will be much more modular (and there for much more similar to each other - in a "one sausage, different size" manner). Especially urban areas will start to rely on car sharing / ride sharing - therefore fleet sales will become even more important. And fleet customers like to keep it simple when it comes to fleet (as little different models as possible - to make operation costs lower etc). But many if not all carmakers are still stuck in old paradigm ... developing & producing more & more variants & models. Nuts! I'm eager to see who will be the first one to shift to the new paradigm.