“The BMW iX is perhaps the world’s best greenwashing right now and a fantastic example of how the European car industry is struggling with image, margins and the ruthlessly rapid technological development – and not least its profit demands.”
This is the editor-in-chief’s leader from auto motor & sport number 2/2022.
I did not know better I would say that BMW has taken the lead in the automotive world. Behind the wheel of my new favorite, the BMW iX xDrive50, it’s hard to believe anything else. The desire to have is unusually large – and I am both spoiled and picky, which means that it is very rare that I am separated from a test car with a real lack.
But the iX mixes a comfort and sports compote reminiscent of Bentley and Rolls-Royce. Quiet, soft and dignified. Absolutely wonderful with floating air suspension, large comfortable armchairs and almost no wide noise. But where is the chair massage? !!!
At the same time, the driveline is so soft and fast that the engines of the old English brands appear to be stone-age-old and phlegmatic. An ocean of soft power can in a few milliseconds throw me forward like a giant wave.
Add to that Bavarian build quality and not least a futuristic display driver environment that makes any new car with an internal combustion engine feel almost 100 years old.
Four-wheel steering provides a small car turning circle and despite the weight of 2.5 tons, there is flexibility in the steps. Add 45 real long-haul miles on a charge and recharge your batteries fairly quickly, and it’s hard not to capitulate. I also like the design which gives identity and strong character. Carbon fiber that is exposed when you open the doors is the icing on the cake: high tech with purpose.
A BMW i3 in luxury car format for just over a million. Wow!
It is so fantastic that it is sold out well into 2023 ?! And right there, the enchantment disappears.
The BMW iX is perhaps the best in the world right now greenwashing and a fantastic example of how the European car industry is struggling with image, margins and the ruthlessly rapid technological development – and not least its profit demands.
The all-new electric platform on which the BMW iX is based will never have sibling models. It is a one-off, which will be sold in small volumes. Norway and Sweden will receive 70 percent of the total European production!
iX is probably a heinous misinvestment in terms of cash. Maybe electric car technology has already passed? Maybe the car is too expensive to build? Maybe it came too early? Maybe it was a safeguard for tougher emission requirements in the EU?
Apart from the iX, until 2025, BMW will only build “mixed cars” on common platforms with their internal combustion engines. Only in 2025 will BMW’s real electric car platform arrive, for a palette of models. Probably ultra-modern and cheap to manufacture.
So what to do until then, and why only then?
Question A is the answer: Market the shit out of it!
Even though you do not have cars to sell, all marketing is invested in it. You build an environmentally friendly brand.
Jason Timbuktu Diakité says in full-page ads without a picture of the car: “It is absolutely incredible that old fishing nets can be recycled and become floor mats for my new BMW iX.”
It sure is! My unscientific investigation of car ads in DN, SvD, Aftonbladet and Dagens industri gives the following: All image ads from Audi, BMW, Kia, Land Rover, Lexus, Mercedes, Polestar, Skoda, VW and Volvo showed rechargeable cars, despite long waiting times.
The intention is not to sell cars, without eco-labeling their brand. Lexus is pumping ads for its technically incomprehensibly obsolete UX 330e, which between January and November was only sold in 86 copies – what was the advertising cost per car?
Volvo is aggressively marketing its electric XC40 and C40. By November, 934 electric XC40s and 114 C40s had been registered. At the same time, petrol-powered Volvo XC40 (which was not included in an advertisement) was Sweden’s best-selling petrol car during the period, with 6,812 units.
The answers to question B, why do the established car manufacturers expect to sell electric cars in bulk, are at least three: You have not learned to make money on electric cars, you want to squeeze everything out of the old internal combustion motor cars and in addition you already meet the EU emission requirements with roe. There is no pressure.
Maybe it’s for that reason that the established car manufacturers do not invest in charging infrastructure? Ionity is a joke considering the brands behind it. There are just over 300 Ionity stations in Europe, compared to 600 Tesla stations…
But when it comes to image, you know that it is electric cars that “sell” and invest the advertising money there. But is that enough?
According to Transport & Environment, only VW and Volvo have a sustainable electric car plan.
An article in German auto motor und sport states that over 50 percent of Chinese car buyers plan to buy a Chinese premium electric car and that the German car manufacturers do not keep up with technological developments, especially when it comes to batteries and infotainment.
To be “fat & happy” in Europe can prove life-threatening. Image is far from everything.
Source: Senaste nytt från auto motor & sport by www.mestmotor.se.
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