MB & BMW are going into same direction: some of BEVs (in this intermediate phase; eg EQC, EQA, MINI e, iX3, i4 etc) will just be redesigned / restyled core models with electric drive, while some (EQS, iNext etc) will be set on the special BEV platform which will be a spin-off of a core modular platform, and consequently the BEV platform will be modular too. VAG's BEV platforms will also be spin-offs of their core platforms & will be semi-compatible with each other, so quite some parts will be shared.
So, all three are going the same way: using multi-drive-ready core modular platforms, and basing special BEV spin-off (also modular) platforms on those core modular platforms.
What differs BMW from MB & VAG is that BMW is also redesigning their entire production in a way that ANY type of car, regardless of the drive type (ICEV, MHV, PHEV or BEV) can be built on the same production line of an existing plant. While MB is introducing separate BEV production lines within current production facilities, while VAG is not only introducing separate BEV production lines but also planing special BEV-only plants.
So, the biggest difference is in the production.
From this POV BMW will be able to utilize their production capacities better, and in a more flexible way, reacting faster to the demand (assuming they will have enough batteries available). While MB & VAG are under threat of decreased production on some of their lines or even plants - causing disruption and even possible profit plunder.
Also - due to shared production on the same lines for every vehicle's drive type - BMW developed a highly modular e-engine & battery packs; modular new automatic gearboxes for MHVs and PHEVs etc. Such high level of modularity will provide BMW with much needed flexibility when reacting to demand, and achieving better profit margins. Not to mention that due to basing all the platforms on the same base geometry forced BMW engineers to come up with extremely compact packaging for e-drive modules. And another worthy achievement: the upcoming BMW's 5th generation of e-motors will be completely free of rare earths!
So, we are still about 2 years or so off from the real BEV deal coming from German carmakers. They are reading their supply chains, their production facilities, their tech etc ... And when the time is due, they will be ready to hit the markets hard. In the meantime (2-3+ years) they are also planning to invest heavily into charging network via
ionity consortium (incl ultrafast 450kW charging stations) and Daimler&BMW also via
Jurbey joint-venture (which will also offer car & ride & parking sharing etc).
As said before: the Germans are only about one automotive generation (7 years) behind Tesla, and the gap will be closing even faster after the next gen and introduction of new battery tech (incl solid-state lithium-based batteries).
Automotive business - incl BEV business - is a long distance run not a sprint. Sure some will be faster to the market than others. But sometimes being slower will result in better, more hi-tech solutions. Everybody is going BEV. That's a fact. And just as in the current automotive era also in the BEV era sustainable profitability will be THE key factor. And there are different ways to reach that.
IMHO - in the mid-term future - the biggest differentiation in the automotive industry will the content offered in a vehicle. and to same extent the design - more the interior one. Since all are going BEV & AD, which in the end will have to be standardized & completely automated. So, the key differentiation factor will be content - what the provider will be offering you during the driving. Various subscriptions to services, platforms, memberships etc etc. And premium brands will be able to charge more & offer more premium services compared to the economy brands. It will be like VIP lounge vs your local bar.
Or Michelin 3-star restaurant vs your favourite fast food chain restaurant. Or 1st class cabin/seat vs budget-economy cabin /seat. It will all be about content & services & quality (materials, design) & exclusivity & premium & luxury & VIP bonuses etc etc Therefore eg Jurbey - which I guess will either sign new collaborations, cooperations, joint-ventures etc with content providers, or even acquire them. It will all be about providing "360o" content & services - incl smart home solutions, personal AI assistants etc etc. Expect automakers to go broader - into communication and media and entertainment and energy providing business etc. Expect brand-specific integral smart solutions (incl content).
