Greetings everyone, I’m intrigued to know your thoughts on how the future will justify the pricing of fully electric vehicles (EVs) from luxury brands like Lamborghini and Ferrari, as well as more affordable options like M-powered BMWs and AMGs. Do you believe that these brands and their performance divisions are destined to fail?
In today’s market, one could argue that an M-powered BMW with a twin-turbo V8 offers a reasonable value proposition. You’re not simply acquiring a BMW with 150 horsepower; you’re gaining access to a more exclusive and powerful V8 turbocharged engine. However, when it comes to EVs, electric motors share a similar underlying technology, with power variations primarily achieved through varying levels of electrical current.
Given this, could the market shift its focus towards factors like interior quality and comfort as key differentiators among EVs?
If luxury & exotic & sports cars were only dragsters and their value was measured in quarter mile times at the drag strip, then this might be a real problem. Luckily there are many other dimensions that these cars are sold on, and that’s not new.
I mean, go back to the 1980s when Ferraris and Lambos were nerfed (in the USA at least) by emissions regs and had no power, but people still bought them.
Likewise, the best selling sports car in history is the Mazda MX-5, which is not known for being super powerful.
The price difference between the base 4 series and the base i4 appears to be around $3k in 2024, which is pretty shocking really. That end of the market wouldn’t even blink at that price difference. Price difference is shrinking to zero faster than you think.
Not all electric motors are created equal. The motor in the Leaf not the same as the motor(s) in the i4 M50. And the i4 M50 does 0-60mi in 3.3s - faster than the M4 competition at 4.1s. But it doesn’t corner as well.
The real challenge is going to be delivering a track car. GT’s aren’t a struggle, they’re already making them. But we won’t see true track EV’s until kWh/kg goes up.
As far as interior quality goes, staying with BMW, they’re already providing an interior experience in their EV’s that matches their ICE offerings.
At that top end, hypercar & supercar end of the market, price isn’t the problem. Delivering an equitable driving experience is, so we won’t be seeing an EV lambo for a while. But a full fat EV M3 should be coming around 2027.