Mercedes and BMW have shown the world their visions for the future of electric mobility with the B-Class Electric Drive and the i3. That future however might be further out still. Both models have received generally positive reviews and a bit of market buzz but somewhat lukewarm sales. As Breaking Bad's Mike Erhmantraut famously said, half measures never work. In this case, both the upconverted B-Class and even the bespoke i3 are nothing more than half measures from Mercedes and BMW. Considering its pricing, the Model S took EV sales to a new continent when it hit Tesla stores two years ago. Perhaps a luxury touch was all that was needed, to ease some of the electric price premium. The truth is that no half measure, half hearted, effort will cut it if you want to duplicate Tesla's success, no matter your badge. After its own half measure effort with the Roadster, Tesla went full in with the model S matching the best of the luxury brands in design, engineering and performance.
Nothing less than fully matching or exceeding Tesla's range and performance will cut it for any electrified model from the established luxury brands.
Which brand do you think will be the first to create a truly viable Tesla competitor?
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