BMW’s new ‘i’ sub-brand will offer full range of alternatively fueled cars

Article by Christian A., on March 2, 2011

BMW’s sales and marketing boss Ian Robertson said that its new ‘i’ sub-brand will be expanded to offer a full range of alternatively fueled cars. In an interview with Autocar during the launch of the new sub-brand, Robertson described the i3 one-box hatchback and i8 sports car as “two bookends for the brand; in the middle there will be more books.”

Robertson said that BMW has trademarked all the relevant names starting with i. Robertson declined to give the price of the i3, known before as the MegaCity Vehicle, but he said that it will be offered at a premium price in the same segment as the Nissan Leaf.

In the last couple of years, BMW has launched and tested hybrids and electric cars; however, R&D chief Klaus Draeger said i was being launched now as BMW will be able to market cars developed specifically with alternative powertrains in mind.

Draeger added that the i8, previewed by 2009’s Vision Efficient Dynamics concept that featured a plug-in diesel-electric hybrid drivetrain, won’t receive a diesel engine. Instead, it will be petrol powered since the company wants it to sell globally. He explained that diesel is “only really relevant to Europe.”

Robertson said that the i8 would become BMW’s “halo” car when it is launched in 2013. He added that the i8 will be a pinnacle car for the BMW brand as a whole, not just the i brand. He said that BMW is focused on offering premium, leading-edge technology and sportiness and considers this to be a “real halo product.” [via autocar]

If you liked the article, share on:

Topics: bmw

Comments

Recommended

November 17 is considered a very special day for Tesla, as this is the day that they revealed the highly anticipated Tesla Semi. But Elon Musk did not think the...
by - November 17, 2017
More details have emerged about the new sixth generation of the BMW M3 just as the German premium practically announced the end of the current-gen 3 Series with the unveiling...
by - November 17, 2017
All is set for Volkswagen’s plans to enter the electric vehicle game, as prompted by the so-called Dieselgate scandal. In fact, the German carmaker has already made a commitment to...
by - November 17, 2017
As BMW has already revealed, the next generation of the BMW M5 (F90) is a four-wheel drive high-performance sedan with overwhelming power output and torque at its disposal. However, it...
by - November 17, 2017
McLaren unveiled a one-off Gold - on - Black 720S at the 2017 Dubai Motor Show which will be on display throughout the entire stretch of this week’s event. The...
by - November 16, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries