BMW Takes Aim at Tesla Market Share

Key Concepts:

• BMW iX3 as a potential Tesla competitor
• Market share recapture
• Driving experience in EVs
• "Super Brain" / "Giga Brain" (high-performance computing)
• EV performance enhancement via software

BMW's Strategy to Regain Market Share from Tesla

• Market Share Loss: BMW experienced a significant loss of drivers to Tesla, specifically with the Model 3.
• CEO Confidence: BMW CEO Oliver Zipse is now expressing confidence that BMW can win back these customers.
• New iX3 SUV: The new iX3 SUV is slated to be unveiled at the Munich Auto Show in September.
• Performance Specs: The iX3 is expected to have a range exceeding that of the longest-range Model Y, faster charging capabilities, and more power.

The "Super Brain" and Software Development

• Driving Experience Concern: BMW engineers were initially concerned that the distinctive BMW driving experience (feeling the road, immediate responsiveness) would be lost in an EV.
• Solution: High Computing Power: To counter this, BMW developed a high-performance computing system, referred to as a "supercomputer" or "giga brain."
• Enhanced Calculations: This "giga brain" possesses significantly more computing power than BMW's current car computers.
• Impact on Driving: The enhanced computing speeds up the calculation of turns, braking, and driving suspension adjustments.
• Goal: The combined effect of these calculations aims to create an EV driving experience unlike any previous BMW model.