Quote:
Originally Posted by Aye-eight
The car has been a loss-maker from the beginning. This is about making a statement to the world more than it is about making money. BMW is investing in establishing the "i" sub-brand. It's their take on the future of mobility. And - at least to some degree - it's working. Many people I speak to about alternative car concepts see BMW as the leader among the traditional manufacturers. Ahead of Toyota, because BMW has taken the idea to a new level and a different breed of cars, rather than making ugly, weak-chested eco boxes.
It's also an investment in technology - the manufacturing infrastructure and know-how (e.g. "Life-Drive Architecture") - can be re-used for future BMWi cars.
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Why are they trying so hard to flog cars at discounts now if it's loss making?
Makes no sense whatsoever.
They built (tens of) thousands, point been made. So why loosing more money?