jhm
Well-Known Member
Model3 SR 220 mile range 258hp 0-60 5.6s $35kModel 3 is supposed to take direct aim at BMW 3 Series
BMW 320i 180 hp 0-60 in 7.1 seconds starts at $34.9k
BMW 330i 248 hp 0-60 in 5.5 seconds starts at $40.3k
BMW 340i 320 hp 0-60 in 4.6 seconds starts at $49k
BMW M3 425 hp 0-60 in 3.9 seconds Starts at $65k tops out at $85k
The quicker the car the fatter the profit.
More profit equals more Gigafactories at a faster pace. More conquest sales from current M3 owners and M3 intenders means more pressure on BMW to make BEVs. This means quickening the pace of the EV revolution and decarbonizing the world economy.
*No, targeting BMW does not mean Tesla will only sell cars to current BMW owners. Tesla will sell to Toyota owners, Ford owners or anyone else with the credit or cash. It just means the car and price where benchmarked against the globally best selling compact sedan in the $35k-$85k price range.
Model3 LR 310 mile range 271hp 0-60 5.1s $44k.
It seems these two versions are aimed to compete directly with BMW 320i and 330i respectively with clearly superior performance at roughly the same price points. A performance version os Model 3 would take on 340i, while Model S already challenges the BMW M3.
So I think BMW pulling M3 from certain markets may be more of a response to the proven Model S than the upcoming Model 3. Of course, a strong performance Model 3 or lower priced Model S also threatens the M3 even more than what Tesla currently offers.
What I like about this kind of comparison is that it makes clear that at a given price point Tesla is already offering higher performance. Much of the discussion about the future of EVs is focused on price parity, the time when it is cheaper to build an EV than ICE. For example, BNEF has a fixation with battery pack prices reaching $100/kWh, which is where the magic is supposed to happen all of a sudden. What is missing from this view is that consumers are more oriented to seek out the maximum value vehicle within their price range. This means analysts should be more focused on performance at given price points than and the achievement of some magic price point. In other words, the Model 3 is already on the winning side of price/performance parity. The binding constrain is quite literally the supply of battery pack, not the cost of those packs. Filling the roads with $25k EVs will have to wait until there is enough battery pack production to satisfy the market for higher performance $35k vehicles.
The OEMs have been willfully blind on this issue. They've been holding out for cheap batteries with which to build cheap cars because they want to preserve higher profit performance for their ICE portfolio. But this is precisely where they are most vulnerable to Tesla. BMW pulling the M3 is symptomatic of this strategic miscalculation. They still don't have an answer to the Model S, and now the M3 is not worth the homologation cost for certain markets. BMW is not self-amputating for lack of cheap batteries, but for an inability to compete in higher performance markets where batteries are already cheap enough to deliver the high performance goods.