The lure of converting some of Tesla's more than 370,000 deposit reservations for the upcoming 200+ mile, Model 3 proved too strong for Nissan to resist attacking in a print campaign with the LEAF earlier this year, now BMW has given in to that same temptation.
In a new series of commercials, BMW clearly takes aim at the Tesla Model 3 (check out those faux-Superchargers)...and not for what the Model 3 can (or can not) do for you, but for how long it could potential take you to get one.
"You can pay a deposit - and wait.
You can put your name on a list - and wait. You can get in line - and wait.
You can wait, or you can drive - the all new 72 MPGe performance drive 330e"
Video (below): The second spot is more of the same:
Don't want to wait for the 200+ mile EV? Pick up BMW's 14 miler instead. Same thing right?
"You will do your taxes - twice. Maybe more. You will ring in the New Year - twice. Maybe more. You will wait, and wait, and wait some more. All before that electric car company's new model even ever arrives. "
Solution? According to BMW:
"But the all new 73 MPGe, performance drive BMW 330s is here. Now....it's the car you have been waiting for, without the wait."
We'd also note the disclaimer of "charging optional" in the ads, which adds that little something 'extra' to the spots.
And does the 14 mile/25 km plug-in hybrid from BMW even compete for the same consumers as the upcoming 215 mile all-electric Tesla? We think not, it seems like money wasted to us. Perhaps the newly upgraded 33 kWh BMW i3 with range extender would have been a "better" choice? Or at least until BMW is able to actually stock the 330e at dealers?