BMW is working hard on its present as well as its future
CAR makers don’t have a bottomless pit of money, time or talent, yet they’re expected to reinvent themselves as all-electric brands over a relatively short period of time, while still producing great cars that people want to buy and enjoy right now. It’s no wonder the current vogue seems to be for setting up separate business units – or completely different companies – to deal with electrification. As Tesla has proven, it takes a different mindset, not to mention large bundles of cash, to be successful. But the cash to spend on new stuff is only there if the current stuff is selling well. And the current stuff will only sell well if that, too, continues to get developed. It’s a tough ask – there’s so much work to be…