For German luxury-car makers, being first to fail is proving valuable when it comes to electric vehicles. After a bruising initial crack at bringing EVs to market, BMW AG is lapping its rivals.Five years later, the company introduced the i3, a quirky four-seater with rear-hinged back doors and a frame made with carbon fibre.
The approach is paying dividends: BMW shipped more than twice as many EVs than Audi in the first quarter, and roughly two-thirds more than Mercedes-Benz Group AG. Volkswagen AG’s Audi has been falling behind in China, its biggest market, after failing to offer models that cater to local tastes.Mercedes’s push further upmarket has been complicated by poor uptake of its top-end electric model, the €110,000 EQS sedan, which has been criticised for its low-slung roofline that crimps head- and legroom in the back.
Still, chief executive officer Oliver Zipse has made some decisions that currently are giving the Munich-based automaker a leg up.
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