WatchProSite|Market|Digest

Automotive

Just because some German premium manufacturers did anything but a swell job strategically…

 

Doesn’t mean that electric mobility (even amongst expensive cars) is a dead end. The lacking reliability, massively delayed product launches and horrendous resale values are all factors but none of them are a feature of EVs as such, just of managing the situation of introducing new technology.
BMW has done the best job of the German players and if Neue Klasse succeeds, the remaining ICE powered vehicles will be quickly phased out.
Coming back to Porsche - let’s not forget that a large chunk of their profitability over years was due to the fact that their almost fully curtailed R&D in the ICE spectrum led to much better returns, then further accelerated during the chip shortage (where they could more or less choose which cars to build).
It could have gone well if the Electric Macan came to market in 2022 as originally planned and not 2,5 years too late. And the areas it does not perform on (f.i. ADAS) have nothing to do with electric propulsion, either 🤷🏻‍♂️
What many are doing now is the epitome of moronicity - they are now developing from scratch new ICE powered platforms that will enter the market just at the moment the customer sentiment will have accepted electric as the better solution.
And you are bringing a key aspect into the discussion - as long as the offering was of super expensive executive models only, the resale value problem was acute and the spread less. With the appropriate range of vehicles (the R5 s a great example), and in 2-3 years a good number of used cars in the very usable spectrum (R5, the new CLA and some others), you will have an ecosystem that’s self reinforcing.
As for whose fault it is - often the finger points at politicians but largely I would see the responsibility in the car manufacturers themselves. Let’s not forget that part of the fervor for BEVs also came as a mea culpa reaction to the diesel cheating scandal. And let’s likewise not forget the enormous successes of manufacturers that have taken electric mobility seriously 😉

  login to reply