BMW Wants to Produce More Crossovers and Hybrids

BMW has clearly shown over the last couple of years that they are determined to build more environment-friendly cars. By that, they mean all the cars that help use fuel more efficiently and reduce the emissions. The most obvious way of achieving this is to produce more hybrid vehicles.

Trudy Hardy, the vice-president of marketing for BMW North America, believes that there’s still a lot of work to be done here:

We are looking at how we can bring some of that M technology and i performance closer to the middle. This is a good transition bringing e-drive technology into our mainstream models. We still have range anxiety as the biggest issue in terms of buying a full-electric vehicle. The great thing about our iPerformance models is if you want to use the combustion engine and electric engine for ultimate performance, it’s there. If you want to drive more efficiently to maximize your range and MPGe, it’s also there for you.

She explained that BMW is trying to communicate to a larger audience and not only focus on a narrow group of people. That’s one of the reasons electric vehicles still have a fuel powered engine.

We are really trying to talk to a larger audience, to prepare them for the changes we will be facing and educate them on the benefits of the iPerformance models. No worry about range; you never have to plug it in if you don’t want to and it’s still more efficient than a solely combustion-powered vehicle.

[Source] KBB