BMW, the focus of the article, is also in a lot of danger as a brand. For a very long time they had the position as one of the best driving everyday cars because of their mechanical skill in the engine, chassis, and suspension parts of the car.
There appear to be two problems with that going forward.
First, other makes now have good suspension and chassis. This is a mature area of development, so the gains that BMW can make over their competitors is going to be small and expensive.
Second, what will differentiate one EV from another will be more software than hardware, and it’s not clear to me if companies like BMW will be able to dominate in that area.
There appear to be two problems with that going forward.
First, other makes now have good suspension and chassis. This is a mature area of development, so the gains that BMW can make over their competitors is going to be small and expensive.
Second, what will differentiate one EV from another will be more software than hardware, and it’s not clear to me if companies like BMW will be able to dominate in that area.