The group BMW challenges Tesla and intends to close the gap with the American manufacturer on the US market thanks to the new electric models launched in recent months such as the i4 and iX and those that will arrive in the future. A very ambitious goal that was announced by Pieter Notecommercial director of the BMW Group, during a press event during the New York Motor Show.
The German automaker acknowledges that Tesla has had a strong position in the electric car industry for some time but that the time has come to put an end to this leadership.
Tesla has had a strong position for some time. Now, this leadership is over.
So how does BMW plan to challenge Tesla directly to its home in the US market? Apparently, the Germans will focus on “a very strong and rapid increase in electric vehicles“. Will that be enough? At the moment, the numbers show an important advantage for Elon Musk’s company. By 2022, the BMW Group aims to sell a total of 200,000 electric cars. Teslain 2021 it sold nearly 1 million electric cars.
But BMW is confident that the scenario will change in the near future. The German brand plans to launch several electric cars on the market capable of meeting customer expectations. The first models of this “offensive” are the BMW i4, a direct competitor of the Tesla Model 3 and the BMW iX which aims to compete with the Tesla Model X. Two electric cars that are already doing very well commercially with the American dealers who they have already collected hundreds of orders for these two vehicles. The orders are going so well that the waiting times, BMW says, only increased to 6 months.
And this is just the beginning as the Group will launch several more battery-powered models on the market starting with the flagship BMW i7 which will be unveiled today. The new i5 and the electric Mini Countryman will also arrive. With this strategy, the BMW Group aims not only to challenge Tesla in the US market but also to reach the goal of 50% of sales composed of electric vehicles in advance by 2030.
An optimism that is also shared by the BMW CEO Oliver Zipse.
We will push the company to the limits of production capacity. The demand will increase. We already see it with the iX, with the i4.
After all, for Nota, electric cars are attracting more and more customers and the pool becomes progressively wider. To achieve these growth objectives, of course, we need to reckon even with the chip crises. Fortunately, BMW says it did not make the mistake of reducing semiconductor orders too much with the arrival of the pandemic. In any case, we will have to deal with the market. As such, they won’t just focus on the electric.