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Recharge Wrap-up: BMW i3 Super Bowl ad, Tesla updates backup camera

For the fourth year in a row, fuel economy is the biggest factor in buying a new vehicle. A new report from JD Power and Associates found that, despite cheaper gas, customers still sought out fuel-sipping cars. 14 percent of survey responders cited mileage as the biggest concern when shopping for a new car, and the second most important reason to reject a vehicle. The biggest deal-breaker, though, when it comes to buying a new car is much more superficial: 30 percent of shoppers cite appearance as the main reason to avoid buying a particular vehicle. Read more at Automotive News, or in the press release below. Tesla's 6.1 Firmware update for the Model S makes maneuvering the car in reverse a bit easier. The update includes reverse guiding lines for the rear-view camera when backing up. Combined with the parking sensors, the new lines in the display make it easier to place the car into parking spots by showing where the car will be positioned based on the angle of the steering wheel. Two white lines curve with the steering to show where the car is going. Check it out in the video below or read more at Teslarati. BMW will air a new ad for the i3 during Super Bowl XLIX. The 60-second commercial will play during the first quarter of the game on Sunday, February 1. BMW didn't give the whole idea behind the TV spot away, but did hint at the concept behind the ad. "Big ideas like the BMW i3 take a little getting used to, and the creative idea surrounding our spot will play on this analogy," says BMW's Trudy Hardy. Despite Cheap Gas, Fuel Efficiency Still a Primary Concern Exterior Look/Design Top Reason Buyers Don't Even Consider a Vehicle WESTLAKE VILLAGE, Calif.: 14 January 2015 - Despite gas prices falling to their lowest levels since 2010, fuel economy-for a fourth consecutive year-remains the most influential factor among the majority of new-vehicle buyers in determining which vehicle they select, according to the J.D. Power 2015 U.S. Avoider StudySM released today. The study, now in its 12th year, examines the reasons consumers purchase, reject or do not consider-or avoid-particular models when shopping for a new vehicle. According to the study, 14 percent of new-vehicle owners cite gas mileage as the most influential reason for selecting the vehicle they ultimately purchased. At the segment level, gas mileage is the primary purchase reason among buyers of compact, small and midsize cars and compact MPVs.

BMW is the US auto industry's leading exporter

Which automaker do you think ships the most cars out of North America, one of the Detroit Three or perhaps one of the Japanese automakers? Nope. It turns out the BMW's Spartanburg, SC, factory is the biggest automotive exporter from the continent in the United States. According to a recent profile by Bloomberg looking at the plant's 20th anniversary, Bimmer's southern ops sends out more vehicles than all of Michigan combined.
When the Spartanburg factory opened up in 1994, its success was hardly assured, largely because of South Carolina's relatively small economy at the time. However, BMW picked the site because of its proximity to East Coast shipping that made it easier to move engines and transmission in from Germany and export vehicles back to Europe, according to Bloomberg. The Bavarians clearly made the right choice.
Today, the plant has developed into an absolute powerhouse. The factory currently assembles the X3, X4, X5 and X6 and exports about 70 percent of the vehicles built there. Things are only getting better. BMW is investing $1 billion through 2016 to boost annual production from the current 300,000 units up to 450,000 and to build a new flagship crossover called X7. The expansion also adds a further 800 jobs there to take total employment up to about 8,800. Including the latest financing, BMW has put over $7.3 billion into the factory since it opened, notes Bloomberg.

Is BMW the only real competition to Tesla Motors?

Tesla Motors chief Elon Musk probably isn't losing a ton of sleep over the new plug-in efforts by the makers of the "Ultimate Driving Machine," but maybe he should. That's what the Motley Fool is saying, presenting the case that the California company's real competition will come from BMW. What about the plug-in efforts of General Motors or Ford? Musk can hit the snooze, Motley Fool says. Unlike automakers that are "jamming battery packs into the existing vehicle design," BMW has built its i3 battery-electric and i8 plug-in hybrid supercar from the ground up. Like Tesla, BMW puts its battery packs into the floor of its vehicles. Most importantly, the i3 - and especially the i8 - are real performers. While the i8 is about 40-percent more expensive than the Tesla, it matches the Model S's 0-60 mile per hour acceleration times and handily beats its top speed figures. Tesla sold about 6,900 vehicles during the last three months of 2013 and BMW had more than 10,000 i3 orders on the books by late November and the first year's allotment of i8s is already sold out. The German automaker has what the Fool calls an "outside chance" of selling more plug-in vehicles than Tesla by next year, but Tesla is gearing up its gigafactory to get ready to sell a half-million EVs in 2020, so the race is most certainly on. You can read more over on the Fool.