BMW is ahead of most manufacturers when it comes to electrification. They announced a week ago that they will offer a fully electric version of every model that they produce.

https://www.autoblog.com/2017/07/25/bmw-will-electrify-all-brands-and-model-lines-including-mini/

For the foreseeable future the winning automakers will be the ones that can produce attractive ICE powered cars, attractive PHEV cars and attractive EVs.