Narrative strong, customers not, or: Close to zero.

Even though more electric cars have been registered recently thanks to government bonuses and rising petrol costs, the electrification of the car world is far from taking place at the pace that was generally expected. Some car managers now feel unfairly treated: After all, politicians and NGOs had successfully planted the legend, sorry: the narrative, that the automotive industry, especially the German one, was so fed up, slow and lazy that they had completely missed "the trend towards electric". Of course, they didn't want to take that lying down: Accordingly, the investments in the conversion of entire car plants were quite considerable. Just like the write-offs that are now associated with the "correction of electric strategies". The problem is that customers are not buying these electric vehicles. Not the Porsche Macan, not the Mercedes EQA, not the Ford Explorer. You are welcome to qualify this: customers are not yet buying - but that does not change the fact that the brands have misjudged their customers: There was no such thing as the monster "trend towards electric". In addition to sunk costs in the billions, there have also been major job losses. And now: BMW of all companies, who were open to technology (the word was ridiculed for a long time!), are in a much better position because they give the customer a choice. Probably because BMW took a little time to talk to a few customers. Sometimes that makes sense. Stephan Winkelmann, the long-standing and particularly successful CEO of Lamborghini, certainly seems to talk to customers more often: Demand for an electric Lamborghini is "close to zero", he noted, which is why plans for the "Lanzador" model have been put on hold for the time being. We think he's right, nobody needs electric supercars. But electric cars for everyday use do - if they deliver what the customer needs. So when will the electric Fiestas and Polos finally arrive? Better late than never. Or what do you think?

Here is the link:

https://www.faz.net/aktuell/technik-motor/elektromobilitaet/elektroautos-auf-dem-markt-wann-dreht-die-stimmung-200682971.html