A few cents more and a liter of super unleaded gasoline will cost German drivers €1.80 (around $9 a gallon). That means that someone driving a BMW 3 Series will have to pay over €110 ($150) to fill up the tank, with its 63 liter (17 gallon) capacity.
But Norbert Reithofer, the CEO of BMW, seems surprisingly relaxed for an executive whose company's products depend on gasoline and diesel. "One could see this as a threat," Reithofer says. But the auto executive actually views the rising price of fuel as "an opportunity." He is convinced that his company will in fact "derive a benefit from this."
The Munich-based automaker has invested billions of euros in fuel-saving technologies, such as efficient engines, brake energy recovery and ultra-lightweight carbon fiber car bodies. BMW is now considered a leader in the field, and the company's record sales in 2011 suggest that this is something its customers are willing to pay for. And that, Reithofer believes, is why the company will ultimately benefit from high prices at the pump.