I know BMW's foray into hydrogen vehicles was years ago and they were technically successful. A primary reason for them to pursue hydrogen was that it retained the internal combustion driving feel. You're using hydrogen instead of gas. Electric cars are a whole new ball game and not for an organization that bills its products as ultimate driving machines, and with the associated IC feel, sound, etc. A real threat to BMW's relatively successful formula.
Originally Posted by namelessman
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.
2016 340i Black Sapphire | M Sport Package | Driver Assistance | Oyster Dakota Leather | Toasty Seats | Rear Spoiler
2010 GTI | Stage II
2007 Audi A4 | Stage I
2003 325i | DSG Transmission (yes, the old school one)
2001 325ci | ED | Silver | Sport | Premium
1995 318 Ti | Cosmos Black
Last edited by RockyM; 04-28-2017 at 09:59 AM.