Just to be clear, I do think the i3 and cars like them have a place in the market, and kudos to BMW for getting outside of its comfort zone and shipping something new that has found an audience.
However, if I were running BMW (and it's surely best for everyone that I'm not), I wouldn't want the i3 to be the core of my EV business. The day-to-day bread-and-butter EVs should target the same demographic sweet spots as BMW's gas guzzlers: expensive but not too expensive, comfortable, attractive, high-performance vehicles with (at least perceived) consistently high quality for components, engineering, innovation, and some combination of classy design and sporty sexiness.
People can argue whether or not they've ever consistently nailed all or any of those marks, but at the very least, that is the niche that BMW aspires to be in in the auto industry, and the niche it has had the most success in occupying. BMW has had great success making a certain type of motorcycle and certain types of cars, and I've got to think they'd have great success making a certain type of EV if they fearlessly applied themselves to doing it. Maybe they've realized their mistakes and are doing that now, who knows, but they're years behind where I wish they were. :( I still think they can catch up as long as they've at least gotten their vision together by now.