BMW CEO Urges Fellow Germans to Take “Bold Actions” by Embracing Electric Vehicle Technology

4 years ago by Eric Loveday 9

Kick That Angst...It's Time To Embrace Electric Vehicles

Kick That Angst…It’s Time To Embrace Electric Vehicles

BMW CEO Norbert Reithofer is not often one of those outspoken, sometimes brash automotive types that grace these pages with regularly.  In fact, we can’t pinpoint the last time Reithofer was directly quoted here in this sort of way.  Sure, the BMW CEO will make a comment or two related to one of the automaker’s vehicles or perhaps a remark linked to some future BMW offering, but these statements made here by Reithofer were unexpected, though we welcome more of this sort of off-the-cuff stuff from BMW’s top exec.

Embrace Me!

Embrace Me!

Reithofer recently told his fellow Germans to put the past in the past by setting aside fear of the unknown.

“Germany is respected and admired the world over for its engineering expertise and powers of innovation, but ‘German angst’ is also a concept the rest of the world is familiar with.  We like to engage in long and fearful discussions because we Germans tend to see more problems than opportunities, and it is no different with electro-mobility.”

Clearly, Reithofer has a firm grasp on the German way of thinking, so to say.  Reithofer added this:

“Progress has to be imagined, earned and paid for. The future belongs to those who dare to take bold actions.”

Reithofer’s comments were made as BMW aims to promote its first production electric vehicle, the i3, which will go on sale later this year.  BMW will further promote the i3 through through print and online ads and a series of nine videos as part of a global marketing campaign that launched just days ago.

Source: Bloomberg

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9 responses to "BMW CEO Urges Fellow Germans to Take “Bold Actions” by Embracing Electric Vehicle Technology"

  1. kdawg says:

    It sill looks like an iMiev and a BMW had a baby together.

    Looks aside, I’m more interested in how the motorcycle range extender works out. What will it’s performance be, and will people tend not to use it, therefore buy the version w/out it, in the future?

  2. Josh says:

    I wonder if BMWs top dog sees the Model S success as a real threat. Or he just wants to make sure they don’t pile up massive losses on the i program.

    1. Delta says:

      You bet their scared of the model S. It is going on sale in Germany soon, isn’t it. The Germans have to have something to at least compete with it.

  3. GeorgeS says:

    Well we all must remember that BMW has had EVs in the field since before the Volt went into production. If you recall Lyle had one and wrote lots of articles about it while the Volt was in development and he was writing an article EVERY Day for GM-Volt. Now BMW has Active e in the field and Tom M. has had both a mini e and an active e.

    So the Germans in their usual tedious manner of studying the smallest details to death have lots of data. This should result in a good i3 design and execution. Who else is going with a 100% composite body shell and with a mini range extender? The answer is no one.

    1. Eric Loveday says:

      Right on GeorgeS…Actually…BMW has been in the EV business for 40 years…http://insideevs.com/bmw-celebrates-40-years-of-electric-mobility-pics-and-specs-aplenty-style/

      1. vdiv says:

        I wouldn’t count those 40 years as “being in the business” as BMW has yet to sell a production EV on the open market, or make money off of one. I’d call it tinkering, long and painful tinkering.

        Regardless, the Germans (and everyone else really) should indeed take a bold action now… and buy Opel Amperas 😉

  4. Suprise Cat says:

    This will not work.
    It’s a common believe in Germany, that electric cars are a conspiracy of the “evil electricity companies”.

  5. Dave K. says:

    Someone has to be first, and in Japan it was Nissan, in America it was GM, now in Europe it looks like BMW. Let’s give them credit for stepping up and taking the risk. (I don’t count those low production number “compliance cars”).
    I think the small range extender as an option makes a lot of sense, the Volt owners hardly ever use that 1.4L lump taking up valuable battery space.

  6. Bill Howland says:

    The German consumer may balk a bit at this suggestion, seeing as my information is that the average German residential customer pays the equivalent of USD$0,30 / kilowatt-hour.

    True, Gasoline (Petrol) is expensive there, but Diesel (#2 Fuel Oil basically) is a better value.