Many car manufacturers are learning that it’s easier to convince someone shopping for an affordable and efficient car to opt for an EV than it is to persuade a diehard car enthusiast to buy a car that utilizes electrification, let alone a full EV.

 

This shift presents a unique challenge for enthusiast brands like BMW’s M division, but the company is confident it will continue to deliver the right products for its loyal customer base as the industry makes the inevitable switch to electrification.