It may be a coup. Perhaps this is an attempt to stay relevant. Maybe it’s genuine. Either way, BMW CFO Nicholas Peter seems determined to take on the Apple car.
In an interview with Bloomberg, published yesterday, Peter made a number of attestations establishing the Apple car challenge.
Peter casually greeted the potential newcomer to the market, suggesting that BMW is either totally not worried about the threat the Apple car poses or is showing up courage.
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“I sleep very peacefully,” Peter told Bloomberg when asked about the Apple car.
“Competition is a wonderful thing – it helps motivate others,” he added.
Indeed, BMW doesn’t really have to worry about the Apple Car yet. Almost everything we’ve heard about the elusive project has been shrouded in speculation, drama, and corporate postures.
However, it looks like Peter took the opportunity to remind us all that BMW still exists and that it will compete with the Apple car – if that ever happens.
Even if we’re scratching our heads, because BMW isn’t committing to the future in a way that suggests it wants to take on the Apple car, assuming it does someday come to fruition.
BMW will take on Apple auto with… gasoline?
While many mainstream automakers are digging their share into the ground and committing to going all-electric over the next decade, BMW is not. He continues to sit on the fence. Even the Apple Car can’t persuade Bimmer to change his ways and embark on an electric future.
According to Bloomberg, BMW will continue to produce gasoline cars alongside its electric vehicles for the foreseeable future.
Looking to the future, BMW still sees opportunities in application-based mobility services. BMW knows quietly that while electric cars are great, there is a longer game to play.
Driving habits are changing and fewer and fewer people are buying cars, instead opting for rental or the helicopter as the need arises. With this decision, BMW is protecting future downturns in vehicle sales against new opportunities.
Being such a well-known global brand, BMW is still selling a lot of combustion vehicles to countries that are not banning their sale anytime soon. He’s clearly going to milk oil for all it’s worth until it’s absolutely forced to go electric.
However, the German automaker is slowly killing its most offensive and polluting engines.
With BMW’s iX3 and i4 on the horizon, the company is take action towards an electric future. But it takes its time compared to Jaguar Land Rover and Volvo, which have all pledged to adopt fully electric transmissions by 2030.
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Published March 9, 2021 – 09:30 UTC