Look at it from a different angle: They have invested billions in 'traditional' combustion engines, gear-boxes etc. They are earning billions with that technology. Now image a board meeting and you are the guy asking for all the R&D money such that you cannibalise the cash cow. They don't target early adopters but the mass market and that's not where you/we want it to be. I believe that's the reason why their A engineers still work on the 'old' stuff.