01-21-2021, 09:39 AM | #1 | |
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BMW Targets Higher Margins w/ Simplified Lineup, While Investing in Electrification
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01-21-2021, 10:39 AM | #2 |
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There are so many ground-up dedicated EV platforms becoming available that BMW's compromised adaptations of ICE platforms will need to be priced lower than a dedicated EV platform to see many sales, IMO.
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01-21-2021, 11:07 AM | #3 |
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That's the big question mark here, and you might be correct. We'll finally start to see how this is going to play out later this year since BMW is rolling out both the i4 and iX in the coming months. The rubber hits the road, and it's going to be exciting to watch. As the article states, they want to double EV sales, and I think it's obvious that these two new models are where they expect that movement to happen.
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01-21-2021, 12:06 PM | #4 | |
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01-21-2021, 12:14 PM | #5 | |
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01-21-2021, 01:18 PM | #6 | ||
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Of course, the premise of a dedicated platform vs. an adapted legacy one will naturally have gray areas, so this could end up being a more difficult question to get a consensus on than one might think. Some degree of hair splitting is likely to take place, especially when other manufacturers (including Mercedes and Ford) are doing what might end up being similar things once all the technicalities are out in the open. That being said, for now, BMW appears to be the only major player who doesn't seem to have any interest in developing a ground up EV platform to augment their transitional vehicle architectures sometime later this decade. Everyone else, it would appear, has at least some plans for true legacy-free vehicles over the next few years. But, aside from the i3 which has no future, BMW has been silent. |
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01-22-2021, 10:15 AM | #7 |
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What are the compromises of using an adapted ICE-capable platform over a dedicated platform? A dedicated EV platform generally offers the following:
1) Longer wheelbase for a given overall length giving a better ride over lousy roads. 2) More interior space for a given overall length because of cab-forward design and lack of a center tunnel. 3) "Probably" lower weight. What are the advantages of using an ICE-capable platform over a dedicated EV platform? 1) Possibly lower cost as the platform can be amortized over a larger production run and no need to tool up a completely different production line. 2) The EV's look more "normal" in their proportions. This could be an advantage in the early days of EV adoption for the general buying public. Early adopters of electric propulsion technology actually welcomed looking "different". Until the general public realizes the greater space efficiency of the EV-specific platform and it's "cab-forward" look, a more traditional look may be an advantage. Remember how VHS won over technically superior BetaMax for entirely non-technical reasons. Whether intentional, or the result of having current management make lemon-aid out of lemons left by previous Board decisions, BMW may actually fare well in the transition period with these compromised platforms because it's products look so conventional (grills excepted). |
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01-22-2021, 10:28 AM | #8 | |
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EV's can still look great and very "ICE" like as the Mustang Mach-E, Model S, and Porsche Taycan have shown us.
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01-22-2021, 11:29 AM | #9 |
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My view is the only way EVs will become the norm is through legislation. This has been shown to be the case with safety (seatbelts and airbags), fuel economy and emissions.
EVs are not being demanded by consumers in a meaningful way. That’s a big reason some EVs are polarizing, because they aren’t developed based on consumer desires. When sustained and meaningful EV legislation is put in place, carmakers will develop desirable and effective EVs with similar economic impact (price, cost) as outgoing ICE vehicles. I will be one of the last people pumping gasoline. EVs in the present embodiment do not meet my transportation requirements, given the alternative choices available today. |
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01-22-2021, 11:55 AM | #10 | ||
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With the benefit of cost using the existing platform I think BMW will struggle as "value" isn't what they are good at and cross shopping EV's, this will put BMW at a disadvantage. Honda/Acura went the other route and is using the GM platform https://www.caranddriver.com/news/a3...da%20vehicles. Quote:
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01-23-2021, 11:05 AM | #11 | |
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01-25-2021, 09:37 AM | #13 |
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That is currently happening. The 2er Vert, 8er Coupe and Vert, as well as the Z4 are all likely to not see another generation. 4er Vert will be the sole remaining convertible in the lineup.
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01-25-2021, 11:27 AM | #14 | |
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Translation: "maybe if we stop making cars that nobody wants we can be more profitable" |
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01-25-2021, 01:45 PM | #15 | |
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What I do not understand is why BMW has to throw out everything they have been so successful at and create models like the iX. I don't mean to offend anyone who finds the iX amazing. I just think the X3 looks so much better in my eyes. An EV can look like a regular car, with some better aerodynamics to reduce drag. That's it. No need for weird stuff and giant grills. Otherwise, with polarizing looks you reduce adoption. At least for me, I don't really want to drive a weird looking car, electric or not. It's such a pitty to have all the amazing technology get wrapped up in a package that polarizes the customer base. I would have gladly traded my Tesla Model S for an i4 if the i4 looked more like the M340i. Looks aside, I think BMW has a long road ahead. I really do hope they can do it alone, without a merger. |
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01-25-2021, 02:29 PM | #16 | |
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01-25-2021, 02:43 PM | #17 |
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This article highlights what every car manufacturer has always faced.
To fuel growth: must reaching towards every potential market segment and customer. Product mix becomes more complex increasing costs. "Top line absolves the sins of the bottom line". GM tried to be everything to everyone but could not for many reasons, including many which were self-inflicted during Roger Smith era. To reposition and compete: the required investment comes from 2 sources - internal cost savings and corporate debt. BMW is no different than any other car manufacturer. "Reducing engine variants and options for different vehicles, scrapping features customers don't use" must be executed very carefully in order not to alienate core customers. |
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01-25-2021, 02:54 PM | #18 |
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forget the new M3/4 grilles, this is where the really horrid shit lives.
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01-25-2021, 02:55 PM | #19 |
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I'm sure if you asked any BMW owner in 1999 whether they believe BMW should start building more light trucks than cars, they'd say "what?".
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01-25-2021, 03:20 PM | #20 |
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01-25-2021, 03:28 PM | #21 |
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I don't know whether BMW understands the importance of this transition. Until now, they could benefit from their "better" and "purer" ICE architecture to present a car that appeals to drivers. This came at the cost of interiour space, mechanical complexity and assembly costs.
But now, the game has changed entirely and all manufacturers are put on the same level. Polestar China, Hyundai Korea and others are working on universal platforms that they're willing to sell to increase advantage of scale. There is no longer a compromise to build a drivers car: it's just a preference between soft and reduced dynamic capability or hard and increased dynamic capability. On top, power is (almost) free, the limitation is more in the battery that has to be able to deliver incredible current bursts. But also this is a market universal challenge, not a brand specific one. So a major part of the BMW heritage has become obsolete for the future. Building a shared platform starting from the design rules from the past doesn't seem a good start to me. |
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01-25-2021, 03:50 PM | #22 | |
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Couldn't have said it better. You nailed it. I would trade in my Model 3P had the i4 or iX not look like the designer forgotten where he was working. Sorry, this is BMW, not Audi or VAG. |
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