When will an electrified BMW join Mercedes and Tesla?

BMW is falling behind in the electric car segment, with the manufacturer sticking to very high-end vehicles.

How can one be at the forefront of urban mobility with electric scooters that have dominated best-seller lists in France for nearly 10 years since the introduction of the C Evolution in 2014, and be so discreet on four wheels? How could they believe and promote such a vision so early on in one area, and not believe in it elsewhere? BMW’s strategy is quite unclear.

The German manufacturer has long known that its survival would depend on a “bottom-up” broadening of its catalog, notably with the arrival of the Series 1 in 2004. The premium segment is a double-edged sword, especially during a paradigm shift in technology. Under rapid change, Europe and France need to transition to electric, and the lack of an affordable offer currently harms BMW.

The “entry price” is €10,000 above the threshold for the ecological bonus… which is €15,000 more than a competitor that qualifies for it! An example is the Mercedes EQB and EQA or the Tesla Model Y and Model 3 compared to the BMW iX1. Priced from €57,150, it cannot compete with rivals who are eligible for the €5,000 bonus.

Factually, it’s hard to compare a Tesla Model 3 discounted to €36,000 when a roughly equivalent BMW i4 costs €57,500. That’s more than €20,000 or +59% more expensive!

BMW is aware of this and is attempting to divert attention with monthly leasing offers, such as the iX1 at €490/month (over 36 months and 30,000 kilometers), with no deposit and one year of unlimited recharging at Ionity. The effort deserves praise. And the same applies across the entire range with the iX3, i4, iX, and i5, with monthly payments from €590 to €890, always without deposit and free recharge at Ionity.

All these offers, with somewhat limited mileage, are valid until December 31, 2023.

But this does not address the original question: when will BMW offer an affordable electric? At Mini, the Countryman will soon arrive with such a platform, which should very quickly benefit other brands within the group, BMW leading the way. So, just a little patience to witness the true German offensive.

READ ALSO: Mercedes EQB: better than a Tesla Model Y!