BMW Announce New ‘i’ Sub-Brand

BMW are planning to release a new line up of models which will be build under the ‘i’ sub-brand. The idea of the i brand is to create a range of sustainable vehicles and ‘mobility solutions’ (which aren’t scooters for old people, which is what we initially thought they were!).

BMW i will be focused on sustainable premium mobility and will launch with two models, the BMW i3 and BMW i8.

The BMW i3 will be a small 4-seat electric car designed for urban areas. The i8 will be a sports car which they claim will have the fuel economy and CO2 emissions of a small car.

BMW hope these ‘car-related mobility services’ will make better use of existing parking spaces and encourage car-sharing.

Verdict

The problem with BMW's current product line-up is that a major part of the brand’s focus is on driving enjoyment. By creating this i sub-brand, it means they can have a different set of principles, such as sustainability, and not have to focus as much on the fun to drive aspect.

It’ll be interesting to see just how different the cars they reveal will look from the current BMW range, but the sustainable-motoring sector is clearly one that will grow in the future, particularly for the premium market, where there is currently very little competition.

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