-
Category
- Africa
- Alcoholic Drinks
- Analytics
- Apparel & Footwear
- Articles
- Asia
- Australia
- Automotive
- Beauty & Personal Care
- Cannabis
- Cities
- Company News
- Consumer Appliances
- Consumer Electronics
- Consumer Finance
- Consumer Foodservice
- Consumer Health
- CSR
- Datagraphics
- Digital Consumer
- Economies & Consumers
- Education
- Ethical Labels
- Europe
- Events
- Eyewear
- Free Market Research
- Fresh Food
- Global
- Health & Wellness
- Hidden Content
- Home & Garden
- Home Care
- Hot Drinks
- Industrial
- Ingredients
- Institutional Channels
- Latin America
- Luxury Goods
- Main Feature
- Megatrends
- Middle East
- MRX 101
- North America
- Nutrition
- Packaged Food
- Packaging
- Passport
- Personal Accessories
- Pet Care
- Popular Posts
- Press Resources
- Retailing
- Soft Drinks
- Sports & Entertainment
- Survey Results
- Sustainability
- Tissue & Hygiene
- Tobacco
- Top 10 Global Consumer Trends 2019
- Toys & Games
- Travel
- Videos
- VisApps
- On-Demand
- Webinars
- White Papers
- Podcasts
- Videos
-
Tags
- A-B InBev
- Adidas
- advertising
- affordable luxury
- Africa
- ageing
- agriculture
- air treatment
- Airbnb
- airlines
- alcoholic drinks
- Alibaba
- Amazon
- analgesics
- Android
- anti-ageing
- apparel and footwear
- Apple
- apps
- arab spring
- Argentina
- ASEAN
- Asia
- Asia Pacific
- athleisure
- austerity
- Australasia
- Australia
- automotive
- awards
- baby food
- baked goods
- Bangladesh
- banking
- bankruptcy
- Barcelona
- beauty and personal care
- beer
- Behind the Data
- Belarus
- beverage packaging
- beverages
- birth rate
- Black Friday
- black market
- bottled water
- bottom of the pyramid
- branding
- Brazil
- breaking news
- brexit
- BRICS
- Bulgaria
- Burberry
- Burger King
- business
- business dynamics
- business environment
- Cadbury
- cafe
- CAGR
- Canada
- cannabis
- carbonates
- cards
- Carrefour
- case study
- CBD
- Cedric Bra
- celebrity
- CES
- chain
- challenges
- champagne
- channel
- cheese
- children
- Chile
- China
- Chinese
- Chipotle
- chocolate
- christmas
- cider
- cigarettes
- circular economy
- cities
- city travel briefings
- clean label
- climate change
- Coca-Cola
- Cocoa
- coconut water
- coffee
- coffee pods
- Colombia
- commerce
- commodities
- commodities roundup
- company profiles
- competition
- confectionery
- connected consumer
- connectivity
- consolidation
- consumer appliances
- consumer behavior
- consumer electronics
- consumer expenditure
- consumer finance
- consumer foodservice
- consumer health
- consumer lifestyles
- consumer surveys
- consumer trends
- consumers
- contact lenses
- convenience
- corn
- corruption
- cosmetics
- countries
- Crimea
- CSR
- Cuba
- culture
- Cyber Monday
- dairy
- Danone
- data
- debt
- Dell
- demand
- demographics
- detergent
- Deutsch
- developed economies
- developing economies
- diabetes
- Diageo
- diet
- digital
- digital consumer
- direct selling
- dishwashers
- disposable income
- disruption
- distribution
- Dubai
- e-book
- e-cigarettes
- Eastern Europe
- ecommerce
- economic outlook
- economies
- edible oils
- education
- Egypt
- electric vehicles
- Electrolux
- emerging markets
- energy
- England
- environmental
- ESOMAR
- esports
- Ethical Labels
- EU
- Euromonitor
- Euromonitor events
- Europe
- European Union (EU)
- Eurozone
- Eurozone crisis
- event recaps
- events
- expansion
- exports
- eyewear
- fashion
- Fashion Friday
- fast casual
- fast fashion
- fast food
- FDA
- fibre
- FIFA
- finance
- Finland
- fintech
- flavour
- FMCG
- food
- food safety
- food waste
- forecast
- foreign direct investment (FDI)
- fragrances
- France
- free report
- free trade
- French
- fresh food
- frozen food
- functional beverages
- functional food
- Gap
- GDP
- gender
- generation
- generation Z
- Germany
- Gin
- glass
- global
- global consumer types
- global financial crisis
- globalcast
- gluten-free
- government
- grain
- Greece
- green
- Green Mountain
- grocery
- growth
- gut health
- H&M
- Haier Group
- hair care
- Halal
- Hasbro
- health and wellness
- healthcare
- healthy living
- Heineken
- Hershey
- holiday retailing
- holidays
- home and garden
- home care
- Hong Kong
- hot drinks
- households
- Hungary
- ice cream
- Ikea
- illicit trade
- immigration
- imports
- in-cosmetics
- income
- income inequality
- Indesit
- India
- Inditex
- Indonesia
- industrial
- industry 4.0
- inflation
- infographic
- infrastructure
- ingredients
- innovation
- instant coffee
- intelligence
- interactive
- internet
- internet of things
- internet retailing
- interview series
- investment
- IPO
- Iran
- IRCE
- Ireland
- Italy
- Japan
- Japanese
- jewellery
- juice
- Keurig
- KFC
- Kraft
- L'oreal
- labour
- Latin America
- laundry
- Lego
- LG
- licensing
- Lithuania
- local
- lodging
- loyalty
- luggage
- Luxottica
- luxury goods
- LVMH
- macroeconomics
- Malaysia
- manufacturing
- market
- market share
- marketing
- Mattel
- McDonald's
- meat
- meat substitutes
- media
- megatrends
- men's grooming
- MENA
- Mercosur
- mergers and acquisitions
- Mexico
- Michael Kors
- Microsoft
- middle class
- middle east
- migration
- milk
- millennials
- mobile
- mobile phones
- mobile retailing
- mobile wallet
- Mondelez
- Money20/20
- monthly health series
- Moscow
- mrx 101
- nappies/diapers
- natural
- natural gas
- natural resources
- Nespresso
- Nestle
- New consumerism
- new markets
- new product
- New Zealand
- news
- NFC
- Nigeria
- Nike
- non-alcoholic
- North Africa
- North America
- Norway
- nutrition
- obesity
- oil
- Olympics
- omnichannel
- one-child-policy
- online
- organic
- over the counter (OTC)
- packaged food
- packaging
- Pakistan
- Paris
- partnership
- Passport
- Passport GMID
- path to purchase
- payments
- Paypal
- Pepsi Co.
- personal accessories
- personalisation
- Peru
- pet care
- pet food
- PET packaging
- pharmaceutical
- Philippines
- podcast
- Poland
- politics
- pollution
- population
- Portugal
- Portuguese
- premium
- premiumisation
- presentation
- Press Release
- price
- private equity
- private label
- probiotics
- Procter & Gamble (P&G)
- product
- production
- products
- protein
- purchase
- Qatar
- quarterly results
- quick facts
- Ranked
- ranking
- recession
- recovery
- Red Bull
- region
- regulations
- resources
- retailing
- Rihanna
- Romania
- RTD
- Russia
- SABMiller
- sales
- Samsung
- sanctions
- Saudi Arabia
- scotch
- Sephora
- sharing economy
- ShopTalk
- Singapore
- Singles Day
- skin care
- slowdown
- smart home
- smartphones
- smoking
- snacks
- social media
- soda
- soft drinks
- Sony
- South Africa
- South Korea
- Southeast Asia
- spain
- Spanish
- speaking engagements
- spectacles
- spirits
- sports and energy drinks
- sports and entertainment
- sports nutrition
- sportswear
- Starbucks
- statistics
- stevia
- store
- store visit
- stores
- strategy
- Sub-Saharan Africa
- subscription model
- sugar
- sugar tax
- summit
- Suntory
- super bowl
- supplement
- supplements
- survey
- Survey results
- sustainability
- Sweden
- sweeteners
- SWOT analysis
- tablets
- tax
- tea
- technology
- telecommunications
- televisions
- tequila
- terrorism
- Tesco
- Thailand
- tissue and hygiene
- tobacco
- Tokyo
- top 10
- Top 10 Global Consumer Trends
- Top 10 Global Consumer Trends 2019
- Top 100
- Top 100 Cities
- top 100 megabrands
- toys and games
- TPP
- trade
- travel
- Trump
- Trump downturn
- Turkey
- Ukraine
- unemployment
- Unilever
- United Arab Emirates (UAE)
- United Kingdom (UK)
- United States (US)
- urbanisation
- value
- vegan
- vegetarian
- Via
- video
- video games
- videos
- Vietnam
- virtual reality
- VisApp
- vitafoods
- vitamins and dietary supplements
- vodka
- volunteering
- Walmart
- watches
- water
- wealth
- wearables
- webinar
- weight management
- Western Europe
- wheat
- Whirlpool
- whiskey
- white paper
- Windows
- wine
- women
- World Cup
- World Travel Market (WTM)
- WTM
- Xbox
- Yariella Coello
- yoghurt
- youth
- Zara
The BMW i3 Should Be Priced at €33,333
Purchase price remains a major hurdle for potential buyers of electric vehicles. In fact, BMW has just announced that the i3 will start at €34,950, which is lower than the €40,000 price that industry commentators were expecting. However, the BMW 118i and BMW120d are priced at around €27,000 and €29,000 respectively in 5-door form and so the i3 is between €6000 and €8000 more expensive than a comparable conventionally-powered BMW, which translates into a premium of 20-30%. This is a problem.
Although the i3 has been priced lower than generally expected, the €34,950 tag does not bode very well when considering a recent survey conducted by Euromonitor. One question asked how much respondents are willing to pay for a “green” or environmentally-friendly car, compared to a standard car, and this was the result:
Survey Results in Response to “Please state how much you are willing to pay for a “green” or environmentally-friendly car, compared to a standard car.”

Source: Euromonitor International
Interestingly, only 12.5% of respondents said they wouldn’t be prepared to pay anything extra for an eco-friendly car, meaning that a healthy 7 out of 8 would pay more. However, no respondents were willing to pay a premium of 25% or more and this suggests that the i3 may be priced a little too high. In fact, a premium of 15% could thus be seen as a reasonable limit for green cars and compared to the €29,000 price tag for a BMW120d, this would suggest a sticker price of €33,350 for the i3. Given this, surely the i3 should be priced at €33,333 – BMW may just have missed a banner marketing opportunity.
As far as international markets are concerned, a consideration in pricing EVs, especially in relation to conventional-powered vehicles has to be local fuel prices, which suggest that consumers would tolerate a higher premium for an electric car in Italy or in the UK than in Russia for example.
Price for 10 Litres of Diesel and Premium Unleaded Petrol in Selected Countries

Source: Euromonitor International
The i3 is the first electric vehicle from a premium brand and so may yet prove to be very popular among aspirational consumers with green tendencies. The car can hardly be classified as affordable but is certainly moreso than a Fisker Karma or a Tesla Model S. Moreover, with the backing of a trusted brand, not to mention emergency recharge and courtesy cars thrown in, it could be just the car to switch consumers on to electric vehicles at last. Especially if it was just that little bit cheaper, at €33,333.