The bean counters at BMW realised that there are 400,000 potential buyers for their 330e! These potential buyers are those who placed their orders for the Tesla Model 3.
In a new 30-second commercial for the BMW 330e, the German automaker spends most of the ad asserting that you shouldn’t wait for the Tesla Model 3 and instead buy BMW’s new plug-in hybrid. They spent so much time on establishing the premise that you shouldn’t wait for the Model 3 that they ended up mentioning only one feature of the 330e, its EPA-rated gas consumption of 72 MPGe.
BMW’s argument boils down to: buy our car because it’s available now
It’s hard to blame BMW for wanting to tap into Tesla’s new pool of ~400,000 potential customers who showed interest in paying $35,000+ for an electric car, but do they really think that availability is the main factor here?
The Tesla Model 3 is an all-electric vehicle with an estimated range of over 215 miles and a base price of $35,000. The BMW 330e is a plug-in hybrid with an EPA-rated all-electric range of 14 miles and a base price of $44,000.
Here’s the ad:
Apparently, they are making a whole campaign out of this “wait or drive” thing. This one features dummy Tesla Superchargers:
It’s almost as if BMW forgot that its own electric vehicle, the BMW i3, is capped at 50 kW charging at DC fast-charging stations, while Tesla’s vehicles can charge at up to 120 kW at Superchargers. You really don’t want to highlight that difference in a commercial you paid for…
Here’s another video for your weekend viewing pleasure BMW’s CEO bonking his head on a Falcon Wing door when trying to rush out of a Tesla Model X. – electrek