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BMW issues a sharp wake-up call to employees

Munich — Inside a bright auditorium at an abandoned airfield near Munich, rows of men and women gaze at images flashing by on a giant screen: a Mercedes sedan; Porsche and Jaguar SUVs; the face of Elon Musk. “We’re in the midst of an electric assault,” the presenter intones as the Tesla chief’s photo pops up. “This must be taken very seriously.” The audience is composed of BMW employees flown in for a combination pep rally/horror film intended to make them afraid — very afraid — about the future of the industry. [1]

[1] By Elisabeth Behrmann

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