Introduction: It is 2021, BMW's latest electric vehicle is still under the framework of the existing fuel vehicle, "smearing and smearing", without any novelty, sincerity and competitiveness. How can such a "three noes" product support the electrification ambitions of BMW and Chiptzer?
As the saying goes, what is protected, will be bound by what.
The traditional luxury BBA car manufacturers who have made countless profits in the era of fuel vehicles, in the current wave of electrification and change sweeping the world, the incomparable anxiety in their hearts has prompted them to suffer from "mental illness" and "pink eye".
Especially in the electrification transformation of BMW BMW, which "got up early and rushed to catch up with a late set", since the retirement of the "fierce role" Resef, from Kruger to Chiptze, in dealing with the electrification transformation, they are all looking ahead and are in an embarrassing situation of "dilemma".
On the one hand, we must focus on the future and actively "burn money" layout for the transformation of electrification, on the other hand, we have to take into account the existing base, especially the current interests of the major shareholders, as a professional manager, it is difficult to think of "sandwich cookies"!
Belittling Tesla does not elevate BMW
You see, Krugg, who was a little careless and did not balance the interests of all parties, and was rushed to "oust" himself before his term of office expired, is the best lesson for the past.
It is no wonder that the Chiptzes are at one time "belittling" Tesla with all kinds of yin and yang weirdness.
Chiptzer, global CEO of the BMW Group
What "Tesla quality is not good, quality can not be compared with BMW", "not a high-end brand, often rely on price reductions to increase sales", but at the same time constantly emphasize and try to "full horsepower" to accelerate the transformation of electrification...
"We believe that adhering to sustainable development can be called a luxury positioning. At present, BMW is accelerating the electrification process in an all-round way to reduce the carbon emissions of the car during use. ”
For bmw's electrification transformation, Sun Wei, vice president of corporate affairs of BMW Group in Greater China, has habitually elaborated and introduced it in such a "metaphysical" way for some time.
According to Leju Auto Observation, as a well-known public relations "big sister" style representative in the industry, Sun Wei can be called the "press spokesperson" of BMW's affairs in China, and her above new views and remarks are largely consistent with the expressions of Chiptzer in interviews with the media.
In Sun Wei's view, in addition to the conventional indicators such as power, performance, and configuration of luxury brands in the era of electrification, a more important "new standard" is who is more "environmentally friendly".
For example, BMW is proud of their latest flagship electric vehicle, the iX, which is said to be "recyclable" from the outside to the inside, from head to toe.
Wei Sun, Vice President of Corporate Affairs for greater China at the BMW Group
For example, fabric and microfiber upholstery are made of 50% recycled polyester, and carpet floor mats are made of 100% recycled nylon.
"BMW's sustainability strategy is to run through the entire life cycle of a car, with the goal of creating the 'greenest' electric vehicle." Sun Wei said so.
No environmental protection and no luxury, Sun Wei Qipuce deceived himself
Frankly speaking, I don't know if Sun Wei and Chiptse really come from the deep admiration and recognition of the employer BMW's "fearless" environmental protection spirit and car-building concept when they talk to the media like this, anyway, as a spectator and listener, I feel "quite embarrassed" and funny.
To talk about labels and concepts such as "environmental protection" and "recyclable", people Nordic luxury brands represent Volvo, and they are not so direct and naked, when is your turn BMW BMW...
If you really want to be so "green environmental protection" and "love the earth", BMW can be more in the existing main product fuel vehicles, make sufficient efforts and use snacks, the new energy series represented by iX, can sell several cars all year round?!
In addition, it has to be mentioned that BMW really attaches so much importance to the metaphysical indicator of "green environmental protection" in electric vehicles, and the i3, which has been leading the industry for several years in terms of related concepts, especially the luxury car market, why should it bow to reality and the market and abandon the research and development and production of replacement products?
In the final analysis, following the i3 and i8 of that year to catch up with a late set, today's BMW, when the wave of electrification completely swept the world, missed the first-mover advantage, and there is no advantage to speak of.
In the field of new energy vehicles that have become increasingly mainstream, BMW's overall research and development layout and new product launch speed are not only obviously lagging behind Tesla, Weilai and other new car-making forces, but also surpassed by Volkswagen, Mercedes-Benz, and Audi.
Thinking back to that year, in 2013, the i series represented by i3 and i8 was born from the sky, which once refreshed the industry's cognition of BMW brand electric vehicles.
Whether it is the brand or the product itself, the i series of that year is definitely outstanding and at the leading level in the industry.
The Rethelv era BMW i3 and i8 were a blockbuster
Then the so-called "impermanence of soldiers, water is impermanent." In the process of the great tide of electrification, everything changes are so urgent and so fast.
It was precisely in the years when the BMW Group was wrestling inside and outside, and the top leadership was volatile, BMW watched its competitors turn on power and overtake in curves, while BMW was basically in a state of "standing still".
Today, BMW's i series electric vehicles, the product itself in all dimensions has no special novelty and highlights, there is nothing to say, began to take the "environmental protection" attributes of various materials used in the body.
No environmental protection, no luxury, has become a "fig leaf" for BMW electric vehicles to lag behind.
The iX is nothing new, and BMW is already lagging behind in electrification
Take bmw iX, the flagship that symbolizes BMW's electrification transformation into the 2.0 era, for example.
Leaving aside the price of 85w, which is not cheap, its product power itself, whether it is the most core electrification and intelligence in the era of new energy vehicles, horizontal and vertical comparison, is not "able to fight".
First of all, more than 600 kilometers of endurance, 4.6 seconds of zero hundred acceleration and other indicators, not to mention the price of 850,000, even if it is placed at a price of four or five hundred thousand, it is difficult to say eye-catching;
Look at the intelligent experience, don't look at the new car also "broke the record" to install a large size of the screen, whether it is the car machine system or intelligent assisted driving, that level and Tesla, Wei Xiaoli, the difference is more than a segment.
For a simple example, I know the truth that "experience is king" in the intelligent era, but BMW still retains the iDrive control knob that it used to be proud of in the setting of the car-machine interaction system.
In order to highlight the honor, we also specially made you a crystal design, and equipped with wood grain texture of the touch panel.
To be honest, bmw's tumultuous operation, like the era of large-screen smart phones, gives your mobile phone an additional row of "traditional buttons";
Or at the moment when the full screen is popular, it is still deliberately reserved for you to have a huge physical button, and this button is plated with a layer of 99k gold.
In the eyes of Leju Automobile, BMW's intention is not difficult to understand, you see the big screen I also symbolically have, but at the same time I seem to look more "luxurious".
It's just that before it was designed in this way, it was more of honey confidence and assumption, and did not consider the feelings of consumers, especially young consumers nowadays.
The core of the intelligent experience is convenient, fast, intimate and easy to use, BMW's related practices are purely "painting snakes and adding feet".
In addition to the necessary "physical buttons" such as air conditioning and volume, the interaction experience of smart electric vehicles is basically other interactive functions "it is best to move the mouth without hands".
BMW's set of iDrive control system, according to the current standards, is not useful, and it is really "chicken ribs"!
Le Tease Observation:
In the process of the transformation of mobile phones from functional machines to smart phones, why did the once indispensable century-old "old brand" Nokia and the main "high-end" positioning of BlackBerry have fallen?
I think it's important that the product itself hasn't kept up with the times and the needs of its users.
Once the product force itself is not competitive, no matter how big the brand power of the enterprise in the past is, it will be vulnerable to the general trend of change of the times.
It is impossible for Chipts to be unaware, not to mention BMW, in the face of unprecedented industrial changes in a hundred years, even if the inventor of the car, Mercedes-Benz, does not keep up with the changes of the times to launch products with market competitiveness, it will also be abandoned by the market and consumers!
The keys are the last stubbornness of the BlackBerry
In the previous article "BMW electrified early in the morning, BMW iX is still talking about the traditional sense of luxury" we mentioned:
In 2021, the latest electric vehicle made by BMW still continues to be under the framework of the existing fuel vehicle, "smearing and smearing", without any novelty, sincerity and competitiveness.
How can such a "three noes" product support the electrification ambitions of BMW and Chiptzer?
In this way, in the competition with Tesla and a number of new car-making forces represented by Wei Xiaoli, iX, which is expensive and continues to rely on the traditional sense of luxury and car logo support, will be difficult to take advantage of, and the fiasco in market sales is a high probability event.
It really deserves that sentence, the era eliminated you has nothing to do with you, how about BMW.
Also the pricing of 850,000, or when the fuel vehicle era "buy a standard to send a car"?