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With (I’m guessing) a likely base price of about $55,000, the i3 won’t be for most people.
As Helmut Stadler, a project manager at BMW Canada, said in a recent interview in Montreal: “It won’t be cheap — it’s still a premium car.”
He suggested it’s aimed at “people who have one or two cars already — wealthy, successful people, in all kinds of industries, with a daily commute in or out of the city.”
The target market includes those who might have a Prius or its equivalent, but “hate it” because it lacks status.
BMW also hopes the i3 will induce well-heeled commuters to leave their big BMW 7 or Mercedes-Benz S Class in the garage. That’s “a big challenge,” Stadler says.
Sure, it sounds snooty. But this is a fascinating car and some of what makes it so intriguing might eventually trickle down to lesser vehicles.
BMW hasn’t announced the price or battery such as Hp pavilion dv6000 battery(Hp dv6000 battery)Hp Pavilion dv8000 battery(Hp dv8000 battery), Hp HSTNN-DB20 battery, Hp 395789-001 battery, Hp 396008-001 battery, Hp Pavilion dv9000 battery(Hp dv9000 battery), HP Compaq 398854-001 Battery, HP HSTNN-UB18 Battery, HP HSTNN-IB28 Battery capacity, and it’s uncertain how many buyers will opt for the gasoline extender engine. “We guess there will be a 50-per-cent ‘take rate,’ ” Stadler says. “I’d try to limit that as much as possible, keep it down and not actively promote it. Otherwise you’re not telling the story right.”
That’s part of the challenge in getting drivers into EVs, he says. “By 2030, 60 per cent of the population will live in cities. This will dramatically change our driving behaviour. We have to re-educate ourselves completely.”
Although BMW figures the i3 offers worry-free commuting, range anxiety could hobble sales. But Stadler doesn’t view public charging stations as a solution,
He says tests with Mini E and ActiveE prototypes showed charging isn’t an issue once drivers realize it’s easily done at home. There’s little need for public stations, and it would be hard to make a business case for them. “The amount you need to invest; you’ll never make money out of it.”
Nevertheless, Stadler admits there’s a perception problem among potential customers: “If I’m driving and there’s not a decent amount of public charging stations, the chance of me being stranded is unbelievably high, so I’m not buying an EV.”