As market grows, BMW's new EVs arrive none too soon

With two next-generation battery-powered models waiting in the wings, 2022 is the year BMW is bringing the competition to Tesla.

The electric iX midsize crossover and i4 four-door fastback fill an SUV-sized hole in the brand's lineup, BMW National Dealer Forum Chairman David Sloane told Automotive News.

BMW's new vehicles couldn't come too soon as the German luxury brand barely outhustled Tesla to retain the U.S. luxury sales crown last year.

Tesla has surged into a global electric vehicle powerhouse, with stylish, high-performance vehicles. Based on Experian data, Tesla registered 342,412 vehicles in 2021 — just 5,041 shy of BMW's registrations during that period.

And momentum might be on the upstart's side. Tesla registrations last year soared 71 percent over 2020, while BMW's grew 24 percent year over year.

But Sloane is hopeful the EVs on the way will help BMW end the 2022 sales race with a more commanding lead.

BMW last fall began European deliveries of its iX and i4, which offer an estimated EPA range of 300-plus miles.

"These are the first cars we have to compete with Tesla and other all-electric brands," said Sloane, president of Sloane Automotive Group in suburban Philadelphia. "BMW has listened to its dealers who've asked for long-range, competitively priced models."

The BMW pipeline promises more products as the automaker seeks to sell 200,000 EVs globally this year — doubling the number it delivered last year.

An electric version of BMW's 7 Series large sedan and the X1 compact crossover will arrive globally this year. Electric additions to the 5 Series midsize sedan and the Mini Countryman compact crossover are due in 2023.

Tesla has been the only EV game in town for some time, Sloane said.

"Now, the competition begins as the rest of the industry brings EVs to market," he said.

While much of the industry pivots wholeheartedly toward an all-electric future, Sloane remains wary about the American consumer's enthusiasm for the new technology — especially in the absence of government financial support.

"I question whether it's the only powertrain of the future," Sloane said. "It might not be for everybody."