Photo: BMW
BMW is feeling the pressure. After ten years leading the premium brands in terms of sales, 2016 might be the moment the Bavarian carmaker loses its crown to Mercedes-Benz.
The neighbors from the North had been inching closer over the past two years - it looked as if the switch could happen by the end of 2015 at one point, but it didn't - and are now clear favorites after numbers for the first quarter show Mercedes-Benz in front. The changes in philosophy and, most importantly, in design have made the Stuttgart brand's products extremely appealing, while BMW appears to be stuck in its older, more conservative ways.
You wouldn't say that by looking at the Vision Next 100 concept that BMW premiered this year, though. The Bavarians threw everything they had in this autonomous EV that looks to take over from where Gina left off. It's hard to tell what exactly will make it on the production car that will share part of its name, but BMW has just confirmed the iNext will be happening.
Just like the concept, the iNext will be fully-electric, using a cutting-edge powertrain to obtain the necessary range and performance people will be expecting from a BMW. We're not sure what BMW expects the standards for a decent maximum range to be by the time iNext makes it to the market in 2021, but we're sure that Tesla will let it know.
The BMW iNext's release will happen five years from now, which indicates that the German manufacturer still needs plenty of time to come up with a competitive electric powertrain solution. The Model 3 announcement and the reception it's had have made things more difficult for traditional automakers, forcing them to hurry any EV development they had in plan. "I have always emphasised that electro-mobility is a marathon, not a sprint," said Harald Krueger, the company's CEO, in his comments prepared for the company's annual shareholders meeting. Well, a certain newcomer from California might have just turned it into a sprint. With hurdles to boot.
BMW also says that the iNext will be a self-driving vehicle, but that may come into conflict with the brand's motto of "sheer driving pleasure," so it somehow needs to find the common ground that would satisfy both types of customers: those who want a driver's car, and those who want a self-driving one. The CEO mentions the purchase of Nokia's HERE map service as a strong point for the company in this field, but you still get the feeling BMW is trailing others, including Mercedes-Benz.
The i subbrand is going to receive further reinforcements in the meantime, but the 2021 iNext seems like the real model to look out for. It should herald a new era for BMW, and a lot could be hanging on its shoulders. Get it right, and BMW is right back in the fight; mess it up and it will take massive efforts to reach the top again. But 2021 still feels like such a long time away, and a lot can happen until then.
You wouldn't say that by looking at the Vision Next 100 concept that BMW premiered this year, though. The Bavarians threw everything they had in this autonomous EV that looks to take over from where Gina left off. It's hard to tell what exactly will make it on the production car that will share part of its name, but BMW has just confirmed the iNext will be happening.
Just like the concept, the iNext will be fully-electric, using a cutting-edge powertrain to obtain the necessary range and performance people will be expecting from a BMW. We're not sure what BMW expects the standards for a decent maximum range to be by the time iNext makes it to the market in 2021, but we're sure that Tesla will let it know.
The BMW iNext's release will happen five years from now, which indicates that the German manufacturer still needs plenty of time to come up with a competitive electric powertrain solution. The Model 3 announcement and the reception it's had have made things more difficult for traditional automakers, forcing them to hurry any EV development they had in plan. "I have always emphasised that electro-mobility is a marathon, not a sprint," said Harald Krueger, the company's CEO, in his comments prepared for the company's annual shareholders meeting. Well, a certain newcomer from California might have just turned it into a sprint. With hurdles to boot.
BMW also says that the iNext will be a self-driving vehicle, but that may come into conflict with the brand's motto of "sheer driving pleasure," so it somehow needs to find the common ground that would satisfy both types of customers: those who want a driver's car, and those who want a self-driving one. The CEO mentions the purchase of Nokia's HERE map service as a strong point for the company in this field, but you still get the feeling BMW is trailing others, including Mercedes-Benz.
The i subbrand is going to receive further reinforcements in the meantime, but the 2021 iNext seems like the real model to look out for. It should herald a new era for BMW, and a lot could be hanging on its shoulders. Get it right, and BMW is right back in the fight; mess it up and it will take massive efforts to reach the top again. But 2021 still feels like such a long time away, and a lot can happen until then.
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