BMW's Herbert Diess: i3 plug-in launch is "revolutionizing," driving is "just great fun"
Just how hard is it to change direction in a BMW? While driving one of the company's vehicles, you'll find little disagreement that it can be easy, even quite pleasurable. But if you're trying to change the direction of the company itself – making the idea of driving fun play nice with fuel efficiency and plug-ins – well, then it's a bit more difficult. You need to take your time, Sebastian Blanco