Dear BMW, we need to talk!

We have been a couple for 20 years now and I have never questioned you. You have never let me down. You have always brought out new models that have brought joy. And I’ve had many: 3 Series Estate, 3 Series Estate, 3 Series Coupé, 3 Series Coupé, 5 Series Estate, 3 Series Estate and 5 Series Sedan. A few of them as new cars. That was a good time. But this relationship is slowly crumbling and I fear that it will come to an end when I replace the current car. I haven’t given up on you yet, but honestly, you have to move now, otherwise it won’t come back.

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Quality and German Engineering

What always fascinated me about your products was the quality. The 6-cylinder engines in particular could not be replaced by anything else. The smooth running, the power, once you understood that an in-line six-cylinder engine could be driven from 3500 rpm. And the almost manic adherence to rear-wheel drive, which required a much stiffer (and therefore more expensive) body, gave the car incredibly good road holding. Only in summer, of course. In winter, on the few days when there was snow, you were automatically quartering.

That was all great. Many BMW drivers also liked the fact that the engines were becoming more and more economical and that cheap compromises were not constantly being made. Me too.

BMW, that was outstanding technology and driving pleasure.

At some point, however, you were left behind, or perhaps it should be said that you were left behind.

Doubts

The first doubts came with quite banal things: Why can’t I also connect my Bluetooth-enabled phone to the hands-free system via Bluetooth? Why do I need a phone adapter for this? That didn’t stop me from ordering the car anyway. But it was quite a hassle for 3 years. Every day.

There were many such details and no, they don’t all have to do with smartphones and the like. Some of them are your own fault. For example, by consistently ripping off Swiss customers. However, the product was so convincing that we took it in our stride. It was also a relief that the other manufacturers weren’t much better.

Basics

Today, however, there are no longer any doubts, but real concerns. You still build great vehicles. I was able to experience this last week when a colleague drove me from Ulm to Stuttgart in his 4 Series Grand Coupé. The car’s driver assistance systems and other functionality are great. And it’s also easy to operate. But others can and do that too.

The joy of driving

Since driving the Fisker Karma and Tesla Model S, I know that the electric motor is a lot more fun. This driving experience cannot be compared with what combustion engines offer. Why doesn’t BMW offer that? And no, please don’t tell me about the i8 and i3. This is exactly the kind of compromise and hesitancy that worked with the Prius (because it was new and the first), but which will no longer interest anyone in the future. Quite simply because the batteries are being improved to such an extent that hybrid models are no longer necessary. It hurts my heart that BMW is only playing in the midfield.

The Americans of all people

The fact that the Americans, of all people, are leading the way when it comes to innovation in the automotive industry is somewhat paradoxical. Especially the Americans, who have always built cars by “force”. Vehicles that may have been comfortable, but were literally miles behind in terms of technology. These Americans of all people are now driving around your ears. In terms of quantity, you will say, they are insignificant and yes, that’s how it is right now. But take a look at the enrolment statistics from last year and this year. How will things develop when there is not just one Tesla S model, but various manufacturers with plug-in cars for all purposes and segments? Sales will explode. And if you don’t have anything at the start, you will stand by and watch.

Innovation is one of those buzzwords that the automotive industry never tires of invoking.

Innovation is the paradigm shift to solve a problem, not small improvements to what already exists.

What you are doing, and your colleagues Audi, Mercedes and Volkswagen are no different, is evolution. And in this day and age of perpetual disruption, that’s no longer enough.

What next?

What also annoys me as an open source representative is that all of Tesla’s concepts are actually open and released for use. So it would be easy to build a 5 Series with Tesla DriveTrain. Definitely easier than having to develop it all yourself. Apparently you’re still suffering from not-invented-here syndrome . Something left over from the Dynosaur economy.

Please!

So, dear BMW, please finally build a car with an exclusively electric drive, with sufficient range and digital integration. A car that is software-based and that I can improve with future updates. A BMW with Tesla’s drive technology or better, so to speak. Do it for me, your long-standing, loyal customer. Who has already recommended you hundreds of times.

Because I’m afraid that the next time I buy a car, I simply won’t find the car I want with you. Although I would actually like to continue driving a BMW. I would like to continue this relationship. You’re just making it incredibly difficult for me at the moment.

So heavy that I may well soon be driving an American after all. And don’t give me excuses about it being cumbersome and the range still being too short, etc. It’s a question of (short) time. The charging adapter can already be fitted by the electrician in the garage faster than you can deliver the 19-inch winter wheelset. And the charging adapter is also cheaper, by the way.

So I ask you: Make an effort for us. Otherwise I’m gone. Sorry.

Best regards
Alain