BMW, like any self-respecting multinational corporation, uses committees to decide what goes into production, what goes into the bin and what still has a chance to make it if a certain number of modifications are made.
While a committee may be very good at compiling market research data, and analyzing field reports, they cannot and will never be able to simulate an actual consumer/customer, let along vast numbers of them, even if they say they can – that’s why the ads try to sell a lifestyle, instead of the actual car.
That’s one of the reasons why so many apparently good products failed to deliver, despite being touted as very promising. We don’t even have to stretch to any other branches of industry, as the automotive one has more than its fair share of examples that strengthen the rule.
That’s where real humans come in, as they are the ones who have to buy into a given idea – in this case, it’s BMW’s idea to create a green sub-brand, and its first offspring, the city-friendly i3. What Car? magazine organized one of their familiar “reader previews” which is good, because those talking are not BMW representatives who are always sure they’re making the best product, or certainly sound like it…
Scroll down to watch the clip, which is a balanced mix of good and bad opinions, though none are particularly extreme in any direction. Keep in mind, though, that the car can’t be driven yet.
By Andrei Nedelea
VIDEO