BMW has launched a new sub-brand to support its electric powered models. Deciding the new sub-brand should be going places and that it must think different, they have chosen the name “BMW i”. Hyundai and Apple must be over joyed by such nomenclature.
Speaking at the launch in Munich overnight, Ian Robertson, BMW’s Sales and Marketing boss, said, “BMW i represents a new movement in premium mobility. With the introduction of this new sub-brand, the BMW Group reaffirms its leadership as the most innovative and sustainable premium car company. The products and services have been conceived around a revolutionary approach: purpose designed and purpose built for sustainable, premium mobility. It’s a new day in our industry; a new era for individual mobility. This is BMW i – Born Electric.”
The first tangible signs of the new i range will take form in 2013 with the BMW i3 (previously known as the Megacity Vehicle) and BMW i8 (based on the Vision EfficientDynamics concept). Although new concpet models of each are likely to debut later this year.