Greetings everyone, I’m intrigued to know your thoughts on how the future will justify the pricing of fully electric vehicles (EVs) from luxury brands like Lamborghini and Ferrari, as well as more affordable options like M-powered BMWs and AMGs. Do you believe that these brands and their performance divisions are destined to fail?
In today’s market, one could argue that an M-powered BMW with a twin-turbo V8 offers a reasonable value proposition. You’re not simply acquiring a BMW with 150 horsepower; you’re gaining access to a more exclusive and powerful V8 turbocharged engine. However, when it comes to EVs, electric motors share a similar underlying technology, with power variations primarily achieved through varying levels of electrical current.
Given this, could the market shift its focus towards factors like interior quality and comfort as key differentiators among EVs?
By shifting price perception from ‘sticker price’ to ‘total cost of ownership’ (which should have been the way people think about any purchase since the dawn of time)