| > an EV battery & motor are 2 of the most important components of the car. No. In free market not exist predefined constant priorities. Free market is dynamic system, which constantly change. In 1960s and before, people buy any affordable machine, but in some niches preferred machines with good dynamics and (or!) with good fuel economy, so yes, good engine and transmission was important, and invested huge resources in them. In 1980s most machines become very similar, and market demand for beautiful design and comfort, with good enough engine. European geography is specific, it have big market of powerful 3rd party manufacturers of engines, new manufacturer just not have chances, but it's design market is not filled (nobody could name VAG designs bad, but they lack spice). Also important thing, modern automobile is not simple thing, to fill all areas (engine, design, comfort), manufacturer need very large team. So to save design costs it is good to avoid some areas, for example to focus on comfort and interior. So for Rivian is wise to TRY save costs and focus priorities on design/comfort and outsource EV battery & motor. |
I cannot prove, but looks that BMW sales grown magnitudes, after them made pivot, to dynamic-luxurious direction.
Similar to BMW history was with Porsche, their sales grown with Cayenne, which is hated by many fans.
And also important thing - Tesla with Musk have ambitions to be big manufacturer, but not all other companies have such ambitions.