BMW is at a crossroads and is turning again to a ‘Neue Klasse’ to drive a new strategic direction.
Now, BMW is at another crossroads, and is turning again to a ‘Neue Klasse’ to drive a new strategic direction. “That is necessary because of those new players that are coming in. You know the debate that’s been going on: Oh, traditional OEM over 100 years old, can you make this step? We can and we want to.”
BMW executives did not disclose the total investment figures. The company is investing €2 billion in new battery-making and assembly operations for the Neue Klasse at a plant in Hungary, one of the first factories to start building the vehicles. Tesla has also redrawn the business model around the vehicle – selling directly to customers, using over-the-air software upgrades to add features and constantly capturing vehicle data to improve driver assistance and other features.
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