I didn’t realise non-EVs no longer counted as sales. My mistake
He said BMW were failing, I disproved that false statement. They sell more cars than Tesla and their EV sales are growing.
Next you’ll be complaining it’s not fair because they have a much bigger range of vehicles.
Well, the premise of my statement was that Polestar was created in an effort for Volvo to start selling EVs. Polestar was Volvo's "AMG" at the time, and was carved out into a separate business entity also owned by Geely.
So, in the context of a well established and successful car brand wanting to launch EVs, Volvo (for simplicity's sake, sure Geely probably had a lot to say in this) spun off Polestar as a separate brand. BMW (like pretty much all their competitors) already had some amount of experience with EVs and the EV marketplace and elected to continue sprinkling their EVs among the general product portfolio.
Me being interested in the strategic side of the transition toward EVs that is taking place, find creating Polestar an inspred move , and perhaps something other brands could or even should have mirrored. But I'm just a guy discussing stuff on the internet so of course that's just my opinion and not the result of careful scientific analysis.
Now, BMWs overall sales and financial performance isn't stellar but they are doing pretty well.
My argument is that sprinkling EVs in among their general product portfolio means they are stretching their brand and trying to please the same customer segment with both ICE and EV models. BMW aren't stupid and made this choice with open eyes.
Yet, when they occasionally make less than stellar EVs, they annoy or even ailenate all their customers. The i5 (or particularly the iX) are for instance not going down well with BMW enthusiasts over here, the G60 earning the nickname "shrinkflation 5-series" due to the "cheapening" of the quality and specifications. There a lots of forum posts along the lines of BMW trying to build "German Teslas" where they of course expect much more from BMW than from some vulgar american upstart. A 2.4 ton 5-series isn't the "ultimate driving machine" and sticking an M badge on it is not exactly making it easier to accept.
So living in Norway where 82% of the cars sold in Q4 last year were EVs, I'm aware that it's easy for us to focus more or even too much on EVs and less on ICE cars. OTOH "new" brands entering the european market like Polestar, NIO, BYD tend to choose our marketplace for early efforts for the same reason. As for sources I'm just going to say "industry gossip" as public VIN registration data have a certain lag