Did you read the article? The author is specifically discussing cars like the BMW 3 series, which sold 140k units in the US last year. I wouldn't call that anywhere near an 'enormous volume'...
As for all the vaunted experience "building high quality product people actually want"? If 150,000 or so people want an all electric car that's fun to drive and has a 200+ mile range, they'll be buying it from Tesla, not BMW.