D
Deleted member 1071
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Really, where are the billions BMW is spending on R&D in BEVs? Spending billions to buy battery cells off the shelves don't really count as R&D in my book. Neither is coming up with a jacked up ICE vehicle with a battery screwed on count as investment in EV.
But maybe I am just unaware and they really are spending billions in battery tech and electric drivetrain R&D... in which case, I am sure, the investment will bear fruit soon and BMW will come up with brilliant, competitive EVs and in that case my point does not really apply, which again for probably the 4th time is - a company is not going to survive long on past glory, unless current products are competitive. To elaborate more - if BMW does make competitive EVs, the point doesn't really apply to them. But if the hope is - "We are BMW, we can get away with mediocre products cause of our past glory", I think they are in for a rude awakening.
Even more reason, people will want the best and not just one with some past glory attached to it?
Brand loyalty may well become a rapidly diminishing equity in light of the current upheaval in the automotive industry.