BMW has sunk a ton of money into the "i" brand. The project has the potential of costing BMW a ton of money and rumors floated about regarding the entire project being scrapped. If it does not work out, BMW will take a large loss. If it does work out, BMW will likely make a ton of money. Audi seems content to let BMW take the chances and if people are buying premium EV's to then enter the market with what they have learned from the concepts such as the E-Tron. Audi may be playing this smarter than BMW especially if the electric market proves to be smaller than thought, as Nissan found out with the Leaf.