BMW is turning itself into Zipcar—by selling mobility instead of cars
BMW is shifting its business model for the electric i3 by offering gas-powered loaner vehicles for long-distance trips. This strategy aims to alleviate range anxiety for potential buyers of the $50,000 electric car.
Why it matters
This approach represents a hybrid transition strategy for automakers attempting to bridge the gap between current infrastructure limitations and electric vehicle adoption.
BMW plans to offer buyers of its forthcoming electric i3 vehicle the option of a gas-powered loaner BMW should they need to make a trip that would exceed the vehicle’s approximately 100-mile range.
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