BMW’s facelifted i3 helps consolidate a new moment for EVs
German supermini enters the second half of its lifecycle with updates which are small, but highly significant. Not only for itself, but for electric automobiles as a whole
Electric propulsion is one of the latest trends in the automotive world. Consumers enjoy them for the possibility of recharging them at low costs and almost everywhere, governors appreciate the reduction of overall pollution, and manufacturers revel on the opportunity to invest in products whose demand becomes larger and steadier as time passes. Nevertheless, electric cars are still not too viable, so they’re less common on the streets than one would expect by now. There are multiple reasons for that, but the real problem is that they are interconnected. The renewed BMW i3 arrives with strategic updates which can easily contribute to revert such vicious circle.
The ascension of EVs in the global market has always been slowed particularly by two reasons: high prices and low ranges. They are supposed to replace internal-combustion engines, but it will be highly difficult to accomplish as long as they’re considered more expensive and/or less capable than those. Unusual design solutions used to be yet another problem, but this one has almost disappeared over the past few years. Companies have been continuously researching new technologies to deal with those problems, but none can go too far if there are few people willing to buy these cars. Ironically, it’s also true that few people are willing to buy them because they’re not yet attractive enough.
While manufacturers are always trying to make these cars more affordable, consumers can’t rely solely on that because it depends on a plethora of variables. It’s much more feasible to think of executing that vicious circle in a positive way — reverting it, as previously mentioned. If EVs become more attractive as a whole, people will become more interested in them and, as a result, will buy more of them. Once their demand grows steadily, manufacturers will be able to increase their production volume and will feel better about offering more models. In other words, this market will become more desirable for both parties. Now, the question is: how can we trigger this process? And here is when the new BMW i3 enters.
The compact EV went through a typical facelift. Little styling tweaks, improved mechanics, better use of energy… Small stuff focused on making it a better product, rather than different. However, there’s one update which stands out: the addition of the sporty variation i3s. Not for track performance, because the changes are merely cosmetic. Not for irresistible design, because it only received exclusive bumpers and black-painted roof. And, of course, even less for any historical attributes, because the company didn’t bother to involve the M division here. The BMW i3s stands out simply for what it is: the sporty variation of an urban, electric automobile.
Modern electric cars have always had hype. Back in the 1990s, they were different enough to be deemed weird, they were weird enough to make people curious, and people were curious enough to want them despite all their flaws. In nowadays, people still find them weird and curious, but those feelings are joined by that of bitter correctness. The overall eco-friendly character makes EVs the four-wheeled equivalent of exercise and diet: one never really likes either of them, but wants the effects only they can cause. While that image still sells a lot of gym memberships and granola bars, it’s easy to understand that it doesn’t sway car buyers just as much.
Average consumers might enjoy special qualities, but what they need are average qualities. They’ll love a car with nice looks, of course, but would never choose that over an ample cabin. State-of-the-art engine always amazes, but will never sell at excessive prices, and so on. If EVs are intended to play the same roles as combustion models, they must demand the same concessions from their owners or fewer; never more. In the long run, many people want nothing but a reliable car, so this is what EVs should be. The i3’s facelift signals its intention to become common. Common enough to end that electric-car hype and show its other advantages.
With efforts such as BMW’s, EVs will soon be seen as what they actually are: cars, above all. Electric propulsion shall be de-objectified and acquire the same importance as that of diesel, for example, relative to gasoline. This way, generalist models such as the i3 will be free to attract by all its other qualities and engage in fair competition with cars of similar conception — in this case, compact hatchbacks. Another step to conquer the bulk of the market is recognizing that the average customers enjoy some emotional features on their cars, but that’s already covered. Soon, the group formed by the likes of GT, ST and Sport will be able to welcome the i3’s “s” as one of its own.
