BMW sales boss bullish on 'born electric' range

When BMW first entered the premium SUV sector with its X range it used a novel offering to leverage improved margins. Now it hopes to do the same with its "born electric" i range at a time when, it believes, the global premium sector price war is easing everywhere except in Europe. BMW brand head of sales and marketing Ian Robertson spoke to Automotive News Europe Editor Luca Ciferri about the company's i strategy and provided some early insights into who has been placing orders.