In an interview with the BMW Group Media House, Pieter Nota, Member of the Board of Management of BMW AG for Customer, Brands, Sales talks about the advantages of the plug-in hybrid, the technology’s future and about what he expects from legislators. Because he is sure: “Our plug-in hybrids combine the best of two worlds.”
Mr. Nota, as the Member of the Board who oversees sales, you are very close to the customer. What can customers expect from BMW these days when it comes to sheer driving pleasure?
Our customers want what makes a typical BMW, not only in terms of design, but also the precision in agility and driving performance that they expect from the brand. And that is what they get from us. Every BMW is a true BMW – with a wide range of drive technologies. These fit the very different individual needs of our customers in terms of mobility. They depend, for example, on whether they live in the city or in the country, and also on regional conditions, such as charging infrastructure or emissions laws. We do not believe in the one technology that meets all these different mobility requirements. Rather, we want to give our customers the choice of what brings them sheer driving pleasure. For us, this is the power of choice – not only when it comes to selecting the model that best suits our customers, but also which drive system is the most suitable for them. One of these is the plug-in hybrid, which combines the advantages of the electric drive with the long-distance capability of a combustion engine.
For which customers does a plug-in hybrid vehicle make sense?
A plug-in hybrid vehicle combines the best of two worlds. On the one hand, in electric driving mode you drive completely emission-free and very quiet in the city. On the other, the internal combustion engine offers its full potential on long distances. So together, the two engines provide an optimal mix of efficiency, dynamics and comfort. For example, a hybrid vehicle is particularly useful for customers who commute to work using only electricity, but also occasionally cover long distances and who may only have one vehicle in the household. Provided that they regularly charge at home or work, they will also find this option cheaper than a conventional drive.