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BMW and Volkswagen Are Spending Whatever It Takes to Rival Tesla

Germany’s car makers are investing ever more money into electric vehicles. Better brands have higher chances of making satisfactory financial returns.

BMW wants 15% of the total number of vehicles it sells this year to be all-electric, compared with 9% last year.PHOTO: KRISZTIAN BOCSI/BLOOMBERG NEWS

By Stephen Wilmot

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Making electric-vehicle investments pay off is a challenge for all auto makers, but it is easier if you can charge luxury prices.

Bayerische Motoren Werke, better known as BMW BMW -0.95%decrease; red down pointing triangle<svg width="16" height="16" viewBox="0 0 16 16"><defs><path id="arrow-down-filled-small_svg__a" d="M8.588 3.985l4.927 7.14-.506.86H3.02l-.534-.86 4.959-7.14z"></path></defs><use fill="currentColor" fill-rule="evenodd" transform="rotate(-180 8.008 7.992)" xlink:href="#arrow-down-filled-small_svg__a"></use></svg>, closed the financial reporting season for the German car industry Wednesday with a glitzy annual conference for press and investors. It had already disclosed a record profit for last year, but its outlook was new, including a target for 15% of its sales volumes to be from all-electric vehicles this year, up from about 9% in 2022.

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BMW and Volkswagen Are Spending Whatever it Takes To Rival Tesla

BMW and Volkswagen Are Spending Whatever It Takes to Rival Tesla

Germany’s car makers are investing ever more money into electric vehicles. Better brands have higher chances of making satisfactory financial returns.