Today, 09:01 PM
BMW does not seem to know what the hell it is doing. They are making money but they certainly seem a bit lost. Way back in 2013 BMW said they would not mix the BMW 'i' and 'M' brands. BimmerBoost stated at the time that was an idiotic position to take.
Well, someone at BMW seems to have finally caught onto common sense and what this website was writing years ago. The vice president of sales and marketing over at BMW M Peter Quintus stated the following:
No kidding, genius. While electric cars are the future their current appeal is more from an efficiency standpoint than high performance. The truth is, you need a hybrid layout for now or you can simply ditch the heavy batteries and electric drivetrain and gain efficiency the old fashioned way by keeping weight down.
When it comes to high performance internal combustion still rules the day. BMW got ahead of itself with the 'i' brand and now they are stuck. The i8 simply does not offer performance anywhere near on par with cars in its price range or even those that are cheaper. It's a nice little project but BMW invested a ton of money in a science experiment.
Maybe BMW is starting to get it?
BMW is just learning now that electric powertrains are heavy? Regarding M versions of the 'i' brand cars including the i8 here is what Quintus said:
Shut the hell up about brand values. The only thing BMW values is money which is exactly what the end of his statement reinforces when referencing shareholders. Don't talk about brand values when you make front wheel drive BMW's that are rebadged Mini's and don't even sell an M version of your only two-seater. You sold out your so-called values a long time ago.
An M version of the i8 makes all the sense in the world considering what BMW has already spent on the platform. If they can make money on it, they will build it. The only thing dictating BMW's product portfolio these days is what is best for the bottomline.
Keep in mind BMW's 'values' sway with the wind:
BMW suddenly goes from M and 'i' never mixing to now saying 'Absolutely!' it will happen. This company has lost its identity, values nothing beyond money, and simply does not know what it is doing.