By on July 22, 2019

With Oliver Zipse confirmed as BMW’s new chief executive, practically everyone theorized on how he was going to shake up the strategy established under former-CEO Harald Krüger — which revolved around gradually introducing more EVs via a highly flexible architecture. While we were disinclined to agree, a swath of industry experts and media outlets claimed this was a terrible blueprint for the brand and expected Zipse to come up with something different.

However, he looks to be offering more of the same. That begs the question as to why Krüger actually left the company and taints the validity of suggestions that his product strategy was internally viewed as a failure(Read More…)

By on July 18, 2019

With Harald Krüger out, BMW needs a new CEO — one that can effectively transition the company into becoming and electrified automotive dreamscape. Krüger presumably wasn’t interested in taking that path. While that hardly makes him a monster, plenty of people felt that his reluctance to spend ludicrous amounts of money on developing EVs was tanking the company’s share price and making him look like a fool. Not us, though. Bending to investors every whim and chasing down trends with minimal foresight seems like top-tier dipshittery. But that’s the nature of the industry right now, for better or worse.

However, in the short term, it pays to promote electrification and Krüger’s measured strategy of gradually introducing more EVs via a flexible architecture was often seen as too conservative. Perhaps that’s the correct assertion and some new blood is in order at BMW if it’s to correct its course. But who do you pick?  (Read More…)

By on July 6, 2019

BMW

Four years after taking the helm of BMW, Harald Krüger is pulling a Lyndon Johnson. The 27-year Bimmer veteran has decided not to seek a second term as CEO, the automaker reported Friday, leaving it in search of new leadership at a pivotal time in its history.

To any onlooker, it seems Krüger had enough of guiding the German luxury marque through an increasingly thorny landscape, with challenges posed by stagnating sales in the West, an economic downturn in the East, and costly, must-have EV roadmaps. (Read More…)

By on May 13, 2015

BMW 650i Grand Coupe

As BMW AG’s newest CEO, Harald Krüger’s main challenge is to helm the company in the shadow of newly appointed chairman and former CEO, Norbert Reithofer.

(Read More…)

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