Then there is the i8 which is the halo car getting all the press for the new brand. BMW needs to sell 10,000 of these per year. At a price point of over the $150k mark this is another big bet by BMW hoping to cash in on the green craze. A lot of wealthy people better buy into it in more ways than one.
BMW believes project i will pay off but project leader Ulrich Kranz and new R&D chief Herbert Diess are already discussing contingency plans, AKA Plan B. This tells us their confidence is shaken. BMW believes at the moment it is big enough to scrap the whole plan and come out unscathed although it would be a colossal embarrassment. What we know for now though is additional cars being added to the brand have been put on hold indefinitely.
In case you were all wondering why BMW is milking M by putting the badge on everything and why they seem to be rolling out every variant they can it is so they have enough cash to be able to cover these kinds of bets. The crazy thing is, the old BMW would have invested fractions of what this brand is costing in simply making their core cars better. BMW's have gotten so heavy it is the 3, 5, 6, and 7 that really need the weight saving measures being applied to expensive electric cars so that they simply are even viable transportation options with their low horsepower and high electric energy drain motors.
Many of you feel BimmerBoost has been far too critical of BMW's moves but it seems everyone else is waking up to what is going on. The BMW i experiment is definitely causing waves internally. We feel Automobile Mag is the first major publication to start hitting on what we have been saying for some time:
BMW has spread itself too thin at the expense of its core values. Are proposed front wheel drive cars ambitious or simply a necessity at this point to generate enough volume to support a behemoth that seems to want to expand every which way at the same time? Time will tell.