If you like your X1 or many other similar BMW’s that’s all that truly matters. With Kia and others upping luxury standards it’s a really interesting time. Take away the ICE engine edge of BMW, to the expertise of the Hyundai electronics group for EV… furthermore paired with stunning interiors and design language, the likes of which seen on the EV6 and ioniq 5… It’s going to be an interesting few years for the ‘premium old guard’. iDrive and ice engines would leave me worried for future innovation, badge image only carries you so far in a changing premium landscape.
I think we might see the traditional big hitting brands suffer as we migrate. Similarly as we have seen in the high street.