BMW challenging Tesla with major EV strategy: “All brands and model series can be electrified”

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BMW group has joined the likes of Tesla and Volvo in bringing more EVs to the world’s streets.

The company announced that all brands and model series can be electrified, and will offer a full-electric or hybrid plug-in drivetrain as an option to internal combustion engine vehicles. The company predicts that electrified vehicles will account for 15 to 25 percent of its sales by 2025, according to a company press release.

The announcement by BMW is a signal that international car manufacturers are reacting to the EV movement spurred by companies like Tesla. Volvo announced earlier this month that it’s aiming to have 1 million EVs on the road by 2025, and Volkswagen is hoping to list its electric I.D. for $7,000 less than the Model 3.

BMW group currently offers nine electrified options, ranging from the BMW i3 to the latest fully electric MINI Cooper S E Countryman ALL4. Additional electrified models will be brought to market “in the coming years and beyond 2020,” and future vehicle design will lead to more fully-electric vehicles.

The company also said it was confident that it has the manufacturing and production processes in place to handle a bigger switch to electric.

“Our adaptable production system is innovative and able to react rapidly to changing customer demand,” said Oliver Zipse, BMW AG Management Board member for Production. “If required, we can increase production of electric drivetrain motor components quickly and efficiently, in line with market developments.”

While the announcement can be seen as a major step toward electrification, the company acknowledged that “factors such as regulation, incentives and charging infrastructure will play a major role in determining the scale of electrification,” according to the press release.

As more and more manufacturers fall into line with EV trends, Tesla fans continue to laud CEO Elon Musk and his company for being among the first to make electrified vehicles a practical, possible option for drivers. While the release of the Model 3 will put their loyalty to the test, it’s likely that many will view this announcement as another major car manufacturer joining a market that Tesla is already light years ahead in.

BMW’s announcement comes just a day after the company denied claims that it colluded with other German automakers on the prices of emissions equipment that wasn’t safe for the environment.

The luxury vehicle giant is currently being investigated by the European Commission as to whether the company was involved in working with Daimler and Volkswagen to reduce costs of crucial technology that mislead the public on emissions.

As the auto markets shift toward electrification, the Model 3 will be Tesla’s ultimate test of its ability to do a land-grab on market share ahead of upcoming competition with companies like BMW and Volvo.

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