I doubt BMW is scared (for now). M3 is all on paper. Lots of hype.. But the car is just not there. That $35k starting price, the mass production in 2018 etc. All is based on very very optimistic assumptions.
Let just not be overly optimistic and remind ourselves that there is still a long way to go.
The problem isn't that the Model ☰
'is just not here'. The problem for BMW is that their
'independent franchised dealerships' are complaining that when they contact longtime, loyal Customers, the ones who have bought a new car from them like clockwork every three years for fifteen years, to ask if they'd like to come in to see their latest cars...? They have been told those folks are,
"Waiting for the NEW Tesla..." It really hurts when your cold calls to known entities, valued customers, guaranteed leads, are shut down by the simple query,
"You guys have anything fully electric in the lineup?"
That was bad enough three years ago, when they weren't coming in for the 7-Series
(they still aren't)... and those cars took several weeks longer to sell per unit. Because everyone and their Grandmother's Sister Sarah preferred to wait three months for a car they ordered over the internet instead of driving away in something that was in the showroom
TODAY. It is way worse when they aren't coming in to get the car that keeps the lights on. And they are willing to wait up to two years for it. That's a long time for someone to not darken your door, especially when all evidence shows that once you go electric, you never go back to ICE.
It isn't like when someone decides not to get a car from PENSKE BMW... Because they got something from PENSKE Acura... or PENSKE Lexus instead. Because there is no PENSKE Tesla --
ANYWHERE.
I'm sure the
'independent franchised dealerships' all demanded that BMW
'DO something!' So they did. And this advertising campaign is it.