A dozen years late and woefully decoupled from customer needs.

I had a very good laugh when a German newspaper showed the new BMW electric with the headline "The future of mobility": A 100k+ electric SUV. Heavy, bulky, with a ok-ish battery range on paper (what does "up to more than 600km" even mean?). And the whole thing is available at the END of 2021. They slept right through the development even though they had an early start with the i3 back then.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store