Arguably better looking than a Leaf, similar range, and what looks to be a better (if smaller) interior. The question then becomes whether it's worth US$15K more than a Leaf. Were I buying again today, if I didn't go with the lower-cost Leaf (which I already have), I'd be tempted to just make the price jump to a Tesla. But that's not a small price jump so maybe they'll find a market to grow in to.
80-100 mile range may not be compelling enough to attract new buyers. It may also be difficult to justify $20,000 premium over Nissan Leaf that offers similar or greater range.
The same argument could be made for many premium luxury cars. When viewed from a utilitarian perspective, anything above the cost of A-to-B transportation is a premium, yet there are plenty of buyers for the luxury segment.
It will be interesting to see whether carbon reinforced plastic on an aluminum frame or aluminum unibody is the future of car bodies. While Tesla and BMW use new technologies in their bodies for electric cars, the same question applies to all cars.
Aluminum bodies can be done in volume like steel. Both will be complicated to repair in case of heavy damage, but replacing plastic panels is probably easier.
Another interesting thing about the BMW is whether their motorcycle experience means they can deliver an inexpensive, light, and durable range extender generator engine.
