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Old 04-28-2017, 03:37 PM
VCuomo VCuomo is offline
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Originally Posted by namelessman View Post
The article title(which is quoted in the thread title) appears to be the author's extrapolation of the original Bloomberg article. Excerpts from bloomberg piece:

""We're in the midst of an electric assault," the presenter intones as the Tesla Inc. chief's photo pops up. "This must be taken very seriously.""

""It's easy to fall into a closed way of thinking," says Jutta Schwerdtle, a session leader who works in market research. "This helps push people out of that.""

From these statements it appears some BMW staff acknowledged that they were seriously behind competitors. Although that is not a direct acknowledgement of not living up to "Ultimate Driving Machine" tagline, it does seem to imply the UDM tagline is no longer relevant.
I read the Bloomberg article, and I hear 'ya.

BUT - what BMW seems to be saying is that they believe that they are "behind the curve" for electric and/or autonomous vehicles, instead of being ahead of it. This in no way equates to them in some way declaring that they believe they are no longer the "Ultimate Driving Machine". Perhaps a better title would be "BMW acknowledges that they might not be the UDM of the future" because their fear is based on what the future may hold for them if they don't step up their game going forward; it's not based on their thinking about the present-day market. IMHO, of course...

Last edited by VCuomo; 04-28-2017 at 03:39 PM.
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