Inside the industry: was the BMW i3 too ahead of its time? | Autocar

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The BMW i3: sometimes it’s just not the time, but that doesn’t mean you didn’t have the right idea. Jim Holder discusses why those who blaze a trail are often misunderstood.

to be lamented by people who didn’t buy it. It was never short of ambition, with its carbon-composite body and low-emissions manufacturing goals, but it was always low on sales, having notched up around 250,000 registrations across its nine-year lifespan, despite remaining well regarded as a result of continual updates.Worse still, at launch it was meant, alongside the plug-in hybrid i8, to be a precursor to a whole new sub-range of i vehicles that never came to be because of paltry sales.

Attempting to run ahead of the curve can be an expensive exercise, from the billions invested in engineering and developing such cars through to trying to sell them, as well as the reputational damage from having to drop them.boss Harald Krüger was rumoured to have left the company in 2020 in part because

 

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The Audi A2 springs to mind.

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