BMW has joined the exclusive club of leading automakers to dip a toe in the hydrogen fuel cell electric SUV waters.
The emerging consensus around zero emission mobility is that battery-electric vehicles will command the personal transportation market well into the future. Nevertheless, some of the world’s leading automakers continue to promote hydrogen fuel cell electric cars and SUVs. That’s a real head-scratcher, but BMW’s messaging for its iX5 Hydrogen SUV could provide some insights into the reasoning behind the fuel cell strategy.
Still, the company seems to be zeroing in on a shrinking but strong cohort of willing EV buyers who are not convinced by the battery performance message. Even if their concerns over battery performance are unfounded, changing hearts and minds could be a time consuming exercise. BMW Group has been testing the iX5 Hydrogen hard by the Arctic Circle, in northern reaches of Sweden. The workout routine includes public roads, as well as the company’s testing facility in Arjeplog.
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