2019 Audi Rs6 Sedan Review
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BMW were naturally cautious in sharing detailed information with Apple at this time. Since then a number of key changes have occurred, and there are more signs that point to a revival of the talks, and the i3 being the platform for the first Apple car. But it won鈥檛 be a wholly Apple owned project. Following the initial talks there has been a reshuffle inside the boardroom at BMW, with Harald Krueger, appointed BMW Chief Executive in May. BMW鈥檚 board member for development Herbert Diess, who played a leading role in initial discussions with Apple, defected to Volkswagen but this may ultimately prove a bad move for Diess given the recent revelations at VW and emissions cheating. As stated the i3 just isn鈥檛 selling as well as it could, and BMW needs Apple to create a consumer buzz around the car. I expect that the Apple-BMW i3 will be sold in the i3 range, rather than a separate car in its own right to begin with.
The Apple-BMW i3 will be fully electric, not a hybrid, and potentially Apple鈥檚 recent battery designs with the MacBook range could play a factor in the development of one with a better range for the car. 55,000. At stated above in 3, I expect that the Apple-BMW i3 will have a number of innovations beyond the lower end of the i3 range which would hit this price point easily. The current i3 is expected to receive a facelift in 2016 with a larger range battery. Despite the hype, Apple鈥檚 first foray into the auto industry will not be a self-driving autonomous vehicle, which means in order to accelerate production, a partnership is the best option with a similar company. BMW is the best bet for this. This is not the first time OEM manufacturers have shared projects to create a platform. Mazda and Ford have collaborated previously, and even Aston Martin and Toyota have gone into pseudo-partnership to share components for the AM Cygnet, which was basically a Toyota IQ with an Aston Martin makeover. There is an eighth reason: Dealerships.
A partnership with Apple will mean the potential to sell the BMW i3 Apple variant at the Apple Store, something which could disrupt their sales model in the same way Tesla has done with the traditional way of selling cars. And this could be the icing on the cake for both Apple and BMW, another way to reach the mass consumer market. BMW knows that in order for the i-brand itself to survive beyond the i8 (it has trademarked i0-i9 already) it needs to think differently and it needs a boost with the consumer market. Although there have been changes in the boardroom, Krueger has not ruled out reigniting the talks of the previous year. 鈥淟et me answer in general terms. There is something which makes BMW Group and Apple very similar. Both are companies with strong brands,鈥?he said in an interview. BMW have said that by 2025 all of its cars will be offered as a hybrid. But in 2019 BMW will offer one car in particular that will be fully electric. And that will be thanks to Apple.