BMW CEO Oliver Zipse announced today that the company will not abandon the low-cost electric car market as it transitions to electric vehicles.
We know BMW is a manufacturer of luxury sports cars, but Oliver Zipse now says BMW is committed to providing cheap electric cars, saying: “We’re not leaving the low-end segment. Although we consider ourselves a high-end carmaker, but abandoning the low-end market is also not the right choice, which will be the core of our future business.”
But the question is how Zipse defines “low-end”, and BMW does not currently have cars in the “affordable segment” unless the BMW Group’s MINI brand is taken into account, the brand’s classic MINI Cooper two Door cars sell for less than $30,000.
Zipse’s remarks are in stark contrast to the strategy of rival Mercedes-Benz, which said in July this year that 75% of its investment will go to high-end models, and the highest-selling “core” “Luxury” C- and E-Class models, and the company will also cut the number of entry-level models.