Last year, BMW’s R&D costs reached 6.8 billion euros, which put tremendous pressure on BMW, which is concerned about the quality of its ongoing operations.
In addition, BMW management has different voices for electrification. Frorich, the head of research and development, once said, “No consumer has real demand for electric vehicles, and no one.” What makes the company even more embarrassing is that when he made this point at the end of June, the decision to get away from Kruger’s speed electrification plan was only a few days apart.
Therefore, perhaps the most important thing for the new official, Zeppe, is not to consider how to knock down a powerful opponent like Mercedes, but to reach a consensus on electrification. After all, no car company can afford the unknown cost of missing new energy vehicles, and BMW is no exception.
