BMW CEO Oliver Zipse does not see a direct competitor in Tesla. According to the CEO, unlike BMW, Tesla is not a ‘premium brand’.
The question of whether or not a car brand is ‘premium’ is difficult to answer. BMW CEO Oliver Zipse knows one thing for sure: Tesla isn’t, BMW is. BMW CEO Zipse says in conversation with the German Handelsblatt that ‘Tesla is not part of the premium segment’. According to the CEO, BMW has “different standards in terms of quality and reliability.” BMW would also have other goals in terms of customer satisfaction. Oliver Zipse also has something to say about how Tesla has grown. “Tesla is growing quickly due to price reductions, among other things. BMW does not do that, because we want to last a long time.”
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