Filed under: BMW
BMW to focus on green tech, not supercars
Click to view the BMW Vision EfficientDynamics concept in hi-res
The automotive industry seems to be heading in two diametrically opposed directions: developing fuel-efficient, environmentally-friendly cars on the one hand, and a seemingly never-ending race for more horsepower on the other. While BMW continues to produce overpowered performance vehicles like the V8-powered M3 and V10-powered M5 and M6 to gun for top honors in the latter category, executives in the Bavarian automaker insist that their main focus is on the former.
In an interview with AutoTelegraaf, Klaus Draeger, the BMW board member spearheading the EfficientDynamics program, says that, despite the unveiling of the M1 Hommage supercar concept, BMW will not be producing a competitor to the Audi R8 supercar. Citing deployment of the EfficientDynamics system in 850,000 vehicles this year alone, Draeger says that the company will instead focus on green technologies. "That is our biggest investment in the coming years." We'll see.
[Source: AutoTelegraaf via eGMCarTech]
Reader Comments (Page 1 of 1)
Serge 9:31AM (8/25/2008)
And Tesla shows that you can have both ...
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Nixon 2:06PM (8/25/2008)
What BMW says about focusing on efficiency may be true for their global market outside of the US, but BMW refuses to import their most efficient models here to the US. So at least here in the US, "EfficientDynamics" is little more than lipstick on a pig.
BMW will say that it is because the US market doesn't want smaller, less powerful, more fuel efficient cars. Like their 4-cyl 2-turbo diesel 123d that gets 45+ mpg. But then you call up a Mini dealer and get told that you can't buy a 37-mpg non-turbo gas Mini (built by BMW) because they've already sold out all their allocations. Obviously the problem isn't with the market demand.
In reality, BMW is prioritizing their no-compromise Sports-Luxury exclusivity marketing image first over EfficientDynamics in the US market. And that is making "EfficientDynamics" into the punchline of a joke over here.
At some point, BMW buyers are going to recognize this, and it is going to become a marketing liability for BMW. BMW ads that evoke the EfficientDynamics marketing tag will invoke open laughter. BMW needs to put EfficentDynamics first, or BMW will become synonymous with the "out of touch" label in the US market.
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