BMW CEO is starting a new electric offensive strategy

BMW CEO, Harad Krueger, is starting a new electric offensive strategy, according to recent reports. A restructuring of the Board of Management is also being done. Handelsblatt, a German publication, got this information from a close BMW source. Because of this, a number of existing model ranges will get an electric drive.

“In addition to the fully electric “i3” models, which have been in production since 2013, BMW will also offer fully electric versions of the MINI, the BMW 3 series and the X4 SUV, which is built in the United States,” says the report. “The supervisory board is expected to approve the new electric models during a two-day meeting at the end of the month.”

This is highly likely a reaction to the recent efforts of Tesla to lead the electric car race. Other car makers like Volkswagen are also feeling the pressure; thus the announcement of 30 electrically-powered models for VW in 2020. Mercedes-Benz has also set a very similar goal.

Kruger will have to make big decisions for this new electric offensive strategy pivot. A merger of the marketing and sales operations is one. Thus forcing MINI and BMW brands to work closer with each other.