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