07/11/2023 10:56
Updated 07/11/2023 10:56
Sales of electric cars continue to increase around the world despite many indicators pointing to a slowdown in the market. China has positioned itself as the main commercial center in the world. The competition is tremendous and, faced with so many new companies, traditional brands are fighting to gain a foothold with their battery-powered vehicles. BMW knows that its cars have enough arguments to fight face to face with any rival, but, unlike them, it does not propose an aggressive commercial strategy to increase its market share.
The year began with a strong price war in China. With Tesla pulling the car, registrations took off thanks to a reduction, in many cases drastic, in rates. However, these discounts do not always mean success for brands since the profitability margin falls significantly. It is difficult to stay away from such commercial policies, but BMW has done it and the results are obvious. 2023 is being a record year for all the brands of the German group, but, mainly, for the Munich company. The future is even brighter with its next generation of batteries.
The BMW i family has grown over the years. Their cars are highly appreciated in the community.
In 2023, BMW has doubled electric sales despite the prices
The figures prove Oliver Zipse, CEO of BMW, right. The manager has been very blunt regarding the price of his electric cars during an interview with Reuters: “We have no interest in lowering prices to gain market share. “That is not our strategy.” Those from Munich are not the only ones who think this way. Some time ago, Ola Kallenius, head of Mercedes, made similar comments, although in his case the figures show that the year is not as good as they expected. Mercedes sells electric cars, but not at the expected rate and on more than one occasion they have raised their voices about it. Above all, because of the situation in Europe.
The situation of the Volkswagen Group is more delicate. Those from Wolfsburg cannot find the key to massively sell their electric vehicles. Sales have grown, but Volkswagen needs to do much more to balance the company’s accounts.
The latest analysis of results, relating to the third quarter of the year, make it clear that BMW has been able to focus its strategy, although it must be recognized that they were among the first to bet on electromobility with their i3. Experience is a degree and customers from all over the world know how to recognize that their electric cars have nothing to detract from those of the competition. They sell well, although their price is not the best.
In the last quarter, the BMW Group (BMW, MINI and Rolls-Royce) delivered a total of 93,931 electric cars, which represents an excellent 15% of the total business volume. If we take the previous year as a reference, the balance is really positive with an increase of 80%. It’s been a record year. Between January and September, the conglomerate has placed 246,867 electric units around the world, 93% more than the previous year. Only BMW has improved its volume by 119.3%. All regions are increasing registrations, although in China they have experienced a slight drop. Despite this, Zipse itself has made it clear that its pricing strategy is not going to change.
2023-11-07 10:45:30
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