Helen Westby, the head of BMW Ireland, discusses the challenges and opportunities facing the car industry as it transitions to electric vehicles. She emphasizes the importance of government support for EV adoption and highlights BMW's commitment to meeting EU CO2 emission targets.
BMW Ireland's boss, Helen Westby, is navigating the premium car brand through a period of significant transformation, marked by the shift towards electric vehicles (EVs), digital sales strategies, and the emergence of new Chinese competitors. Westby emphasizes the importance of getting customers behind the wheel of BMW cars, believing that once they experience them, most will be inclined to purchase.
Despite strong overall sales performance, with BMW sales up 17 percent and Mini sales soaring 60 percent year-to-date, the adoption of EVs presents a challenge. While BMW was an early advocate for EVs, its sales in this segment have declined by 40 percent. This contrasts with the robust growth in plug-in hybrid (PHEV) sales, which have increased by 64.5 percent and now account for 62 percent of the brand's sales. Westby acknowledges the industry's transition phase and the need for improved infrastructure, including a more widespread and reliable DC charging network. She stresses the importance of government support, such as scrappage schemes and consistent benefit-in-kind (BIK) tax policies, to encourage EV adoption. Westby also highlights the role of manufacturers in educating consumers and guiding them through the transition to electric.She emphasizes that BMW, as a brand, is committed to meeting EU CO2 emission targets and avoiding potential fines. Westby points to the rising cost of new cars, particularly in the premium segment, as a factor deterring some buyers. She attributes this increase to the advanced technology incorporated into modern vehicles and anticipates that economies of scale will eventually bring prices down
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