Companies like Rivian don't have their hands tied by heritage. BMW is walking a fine line with their new i Series as they attempt to allure newcomers to the brand and pay respect to long term loyalists.
That I have realized and the gap is closing in on them. I heard Fisker will be coming out with a $30-40k EV. Yeah they might be a small company but there hasn't been a better time to launch a new automaker or new models than now, hence Rivian.
Fisker will struggle as Tesla has in trying to produce an EV in mass volume. Considering the huge quality control issues they had on the Karma, I worry what that will mean for build quality on their new products.
A new set of spy shots with some more information has come out. Although some of it might be obvious by now, overall the i4 will be different from existing BMW 'i' products.
The biggest takeaway this time around is what the interior tell us about how the i4 will come to market.
From what I gathered this time around it...
looks just like a normal BMW
seems to be a big step in the "normal" direction (interior shots are the biggest indication)
will be appealing to folks who think it's just fine as it is today
Basically it will be a "step above" a 4-series Gran Coupe but not crazy like an i3 or i8.
This has me wondering how the i5 might look. Will BMW keep it just as "normal" bring in design that takes after the i8 more? It does have bigger expectations to fill.