“He who comes too late is punished by life,” former Soviet leader Mikhail Gorbachev once famously said. But that can be true for those who come too early as well, as the BMW Group learned with its ambitious lineup of production electric cars. The automaker first launched the Mini E nearly a decade ago, followed by the 1-series–based ActiveE a couple of years later. In 2013, it then sent the i3 into the world, and BMW said it had never been so proud to launch a new product. But alas, sales of the i3 have proved severely lacking. BMW simply came too early to what’s still a nascent segment, and it was punished.
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