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Car Bosses Give Lukewarm Endorsements to Their Own Electric Lineups

  • BMW says customers to bear part of battery cars’ high price
  • Nissan warns U.S. market difficult to read on electric demand
Bloomberg business news

Ford Chairman Bill Ford on Doubling Electric Vehicle Spending to $11 Billion By 2022

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Global automakers, rarely shy about marketing themselves with glitz and confidence, are noticeably more sober about how customers may react to their own upcoming electric vehicle lineups.

Big-truck king Ford Motor Co., for example, said at this week’s Detroit auto show that it’s more than doubling electric-car spending to $11 billion -- and in the same breath added that the “only question” now is whether customers would actually go for the product. BMW AG flagged that buyers will have to expect to pay up for the pricey technology. And Daimler AG revealed it’s concerned about competing in a pool of “everybody and his brother” for what’s been until now a tiny fraction of the market.