EV Buyers First Consider Usage Pattern Rather than Range: BMW India President

BMW India sales have been robust in 2023. Company sustained its exceptional performance by achieving the highest-ever annual sales (January – December) across all three brands: BMW, MINI, and BMW Motorrad. In 2023, BMW sold a combined total of 14,172 cars across the BMW and MINI brands. Additionally, the company achieved sales of 8,768 motorcycles under the BMW Motorrad division. The BMW iX and Mini 3 door Cooper SE emerged as the top-selling electric vehicles (EVs) for the brand in 2023. The company reported a three-fold surge in EV sales, totaling 1,474 units in CY 2023. BMW last year sale is grew 18 percent compared to last year.  

Ankit Sharma from Gadgets 360 got a chance to sit down with Mr. Vikram Pawah, President at BMW Group India, to gain insights into this development and company’s future plan. Some responses have been edited and condensed for clarity.

Ankit Sharma: BMW 2023 sales numbers are remarkable. What strategies do you plan to implement to surpass these numbers in 2024?

Vikram Pawah: We are quite confident in the acceptance and demand for the new products we launched in 2023. The supply of these products was limited last year. As we assess the consistent supply of these products throughout the year, we anticipate witnessing growth momentum. Apart from this, we will launch a total of 19 products in 2024.

These include 13 new cars and six two-wheelers. There will also be an increase in demand due to the arrival of these new products in the market. However, we would like that the positive sentiment of demand in the industry should remain the same. Currently, consumer confidence is high and is expected to remain strong throughout the year. Considering these factors, we anticipate outperforming our 2023 performance in 2024.  

Ankit Sharma: India is rapidly moving towards green energy with full government support for the industry. What have been the company’s EV sales so far, and what are the company’s targets and plans for the EV segment?

Vikram Pawah: BMW has been working on electric cars for the last 10 years. Company first electric car, the BMW i3, was launched in 2013. This shows how early we were committed to electric cars. BMW India sold a total of 14,172 cars in 2023, of which the share of electric cars is almost 10 percent. We have sold a total of 1,474 electric cars in 2023, which is 325 percent more than in 2022.

The BMW iX emerged as our top-selling luxury electric vehicle in 2023. Our goal is to elevate the share of electric cars in our overall sales to 25 percent by 2025. Additionally, we plan to introduce two new electric cars in 2024.  

Ankit Sharma: A year ago, electric vehicles typically had a range of 300 to 400 kilometers, but this has now risen to an average of 600 kilometers, a benchmark also met by BMW. Some Chinese company, is currently pushing the boundaries with an impressive 1,000 km range. What technological advancements is BMW pursuing to achieve a similar extended range for its vehicles?

Vikram Pawah: The range of all our EV vehicles comes in a very regional range, which is between 300 to 600 km. I would convey to the customer that the range is more than just a number. The key question is understanding the customer’s usage.We work to provide service to our customers as per their usage. If your daily commute is just 40 to 50 kms, additional range becomes less impactful. 

Let me give the example of our Mini customer who doesn’t even drive his car almost daily. Typically, these customers embark on weekend trips, making a range of 280 to 300 kilometers sufficient for their needs.  

1000 Km range is well-suited for Europe or others countries where daily commute average between 90 to 100 kms. In India, most people’s daily commute is around 40 to 50 kilometers. Our BMW customers also travel 40 to 50 kms daily. If we talk about battery technology in electric mobility, we are already on the 5th generation and working on the 6th generation. We are already operating at an advanced level. 

Ankit Sharma: Do you think customers are still avoiding buying EVs because of range or charging infrastructure? What advice would you give to EV buyers?

Vikram Pawah: Electric mobility doesn’t have just one dimension. Apart from this, efficiency is also a factor in how quickly the battery can be charged. Along with charging speed, efficiency of the battery, life of the battery a lot of things are important along with a range. This is a comprehensive package that we strive to offer to our customers. We assure our customers that the battery will maintain a 100% performance level for seven years.

As far as charging is concerned, we offer our users a free complimentary AC charging station that can be installed in their parking space. In such a situation, our customers are not reliant on any external charging stations. For inter-city or long-distance travel, we have 56 fast charging stations spread across 33 cities, providing convenient charging options. We offer information about charging stations through our website and app, enabling our customers to plan their routes effectively.

Through our website and app, we provide information about charging stations to our customers, so that they can plan their route accordingly. However, I would like to advise potential EV buyers to align their purchase with their usage patterns, similar to selecting an engine’s power based on needs. Certainly, if charging stations are installed at all petrol and diesel stations in India, it will undoubtedly boost the sales of EV cars in India.

Ankit Sharma: BMW India is facing increased competition from luxury carmakers like Mercedes-Benz and Audi. There are also reports that Tesla may enter India soon. How does BMW plan to maintain its market share? 

Vikram Pawah: Tesla has a worldwide presence, and similarly, we also operate on a global scale. The entry of more players into the market is beneficial, as it not only enhances competition but also stimulates increased demand. With a 16-year presence in the Indian market, we wholeheartedly welcome Tesla in India. India is a very important market for us and we are committed to continuously providing the best technology cars and services for the people.    

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U.S. Businesses Look To De-Risk, Not Decouple, Their China Ties

What a difference two months makes. Hopes were high in January that U.S. Secretary of State Anthony Blinken’s scheduled travel to China, the first such visit by America’s top diplomat in years, would give a boost to strained ties between the two countries. China’s economy had started to rev up from the end of its ‘zero-Covid’ policies, giving a lift to its stocks and fortunes.

Then, the appearance of a suspected sky balloon over the U.S. heartland, deepening speculation about possible Beijing arms sales to Russia, and the start of high-profile Congressional hearings this month critical of China have changed the tone. “In the United States, you have a very deep fear about China,” Albright Stonebridge Group Senior Advisor Ken Jarrett said in an interview. “It’s still a relationship defined by rivalry, mistrust, and suspicion,” said the former president American Chamber of Commerce in Shanghai, U.S. Consul General in Shanghai, and U.S. Deputy Consul General in Hong Kong. His government roles in Washington, D.C. include director of Asian Affairs at the White House National Security Council.

“Certainly in the United States, it feels like the American public doesn’t see much benefit of having a relationship with China. And in China, you have a sense of resentment toward the United States, because of the notion that the United States is trying to hold China back,” Jarrett said. In both countries, the tone is shaped in part by domestic politics, ideological differences and technology competition, he noted. “Nobody talks about the bridges that we should be building.”

And yet business ties between the two countries remain deep and, ironically, may be poised to grow faster this year. “The one thing that hasn’t changed (after the pandemic) is that the level of economic interdependence between the United States and China is still quite deep,” Jarrett said. “Now that China is exiting Covid, you’re going to see this year a real uptick of executive travel to China from headquarters of U.S. companies. This might lead to an increase in investment. Particularly for the larger U.S. multinationals, the view of the importance of the Chinese market hasn’t changed.”

Business interest will be heightened by China’s potential economic growth this year. After its GDP grew by a government-reported 3% in 2022, China is aiming for one of the world’s economic growth rates this year of “around 5%,” according to a report this month by then Premier Li Keqiang. That’s more than three times the growth rate of 1.4% for the American economy projected by the International Monetary Fund.

Just this past week back in the U.S., for instance, President Biden’s clean energy czar John Podesta said Chinese companies will be big players in future U.S. energy production, according to Fox News. At the Nasdaq, Xiao-I, a “leading cognitive artificial intelligence enterprise” backed by Chinese auto billionaire Li Shufu, began trading after amid expectations of a recovery in China listings in the U.S. this year. (See related post here.) Michigan this year has welcomed a hook-up on a $3.5 billion battery plant between Ford and China’s Contemporary Amperex Technology, or CATL, the world’s largest maker of EV batteries. Virginia earlier turned down the project and not everyone else is onboard: U.S. Senator Marco Rubio introduced legislation on Thursday that would block tax credits for EV batteries made with Chinese technology, Reuters reported. Rubio has also called for the Biden administration to review the Ford-CATL agreement, it said. Former U.S. ambassador to China Jon Huntsman is a member of Ford’s board of directors.

So what’s next for businesses? “Long term, much about China also hasn’t changed. For most, China is still among the top three investment destinations. Its ranking has fallen a bit, yet it is still ranked by multinational companies as an important investment destination,” Jarrett said. Rather than a decoupling, “there is a reappraisal that’s under way.”

More specifically, Jarrett said, there is “de-risking.” “U.S. companies are thinking of ways to rebalance their exposure in China. The one word that you hear a lot about from executives in China is a need to de-risk. This follows specifically from the Russian-Ukraine situation and a mindfulness of the experience of many U.S. companies in Russia” which abandoned the market after the start of Russia invasion of the Ukraine. “They don’t want to face the same kind of situation in China” vis-à-vis Taiwan, “which would be many multiples more painful for them.”

For some companies, Jarrett said, de-risking “is about how to protect yourself, and how to look more local, such as through (having) more partners or investing in Chinese companies,” he said. “Where do you list? Where do you register your intellectual property rights? Where are the vulnerabilities in your supply chain? Do you need backups? Do you need a more of a regional approach to your supply chain?”

“I would argue that we’re not going to have an across-the-board decoupling. There will be selective decoupling. We’ve been seeing that already in areas of sensitive technology, and some shifting around of supply chains that is inevitable.”

U.S. companies will force themselves to grapple with those complexities vis-a-vis China because large parts of its economy still hold business promise: healthcare, pharmaceuticals, the financial industry, food and the consumer, Jarrett noted. Among high-profile American businesses looking to grow, Starbucks in September said in aimed to increase its number of stores in the country from 6,000 to 9,000 by 2025, opening a new shop every nine hours.

Back at home, the U.S. itself won’t succeed vis-à-vis China only by criticizing it, and needs to find its own competitiveness. “We need to be mindful that it’s about the U.S. running faster, as opposed to just trying to trip-up China.” Jarrett said. Though the U.S. discussion of national security is important, there is also a question that needs to be asked: “What do you do to protect pure, legitimate business interests?”

“We continue to be in a very difficult place,” Jarrett said. “It’s hard to be too optimistic, but hopefully, sensible leadership on both sides will help to manage which way this moves.”

See related posts:

Asian IPOs Poised To Increase As Region’s Economics Recover, Nasdaq Vice Chairman Says

U.S. Tops New Asia Power Ranking “Due Largely To China’s Setbacks”

@rflannerychina

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