BMW, the renowned German luxury car manufacturer, is set to broaden its electric vehicle (EV) portfolio under the “Project i” line. Expanding beyond the tested MINI E, which garnered feedback from 500 California drivers, BMW aims to introduce a new range of EVs in 2012-2013. This strategic move caters to the growing market of environmentally conscious urban commuters, especially those inclined towards luxury vehicles. Stay tuned for BMW’s innovative sub-brand for electric cars, shaping the future of sustainable and luxurious urban mobility. Explore the latest in electric vehicle technology with BMW’s forward-thinking “Project i” lineup.
According to Automobile Magazine, the decision to create EVs was motivated by the upcoming incentives in the green auto industry. However, electric vehicles are still a niche market due to the long charging time and the limited distance that can be driven with a single charge. Yet, as BMW CEO Norbert Reithofer says, it is crucial to carmakers’ survival to invest in green technologies in the upcoming years.
Contrary to previous speculation, BMW is not launching an entirely new brand or resurrecting old ones like Triumph or Isetta for electric vehicles. Instead, the automaker is opting for a sub-brand dedicated to its new electric vehicles. BMW CEO Norbert Reithofer emphasized that this decision aligns with BMW’s role as an innovation leader within the automotive group. Creating a sub-brand allows BMW to streamline communication, leveraging its existing strong brand awareness and image. The company remains committed to its current trio of brands: BMW, MINI, and Rolls-Royce. Stay updated on BMW’s electric vehicle journey as they carve a niche with their dedicated sub-brand for sustainable mobility.
The introduction of a sub-brand for electric cars by BMW raises intriguing questions about customer perceptions of modern electric technology under a luxury label. The success of this venture hinges on BMW’s ability to effectively construct and convey the narrative around this new sub-brand. There’s a delicate balance as an unsuccessful sub-brand could potentially impact the overall reputation of the original house brand, BMW. As we await the unveiling of this new line in the electric vehicle market, the coming years will reveal how BMW navigates and shapes the perception of its innovative sub-brand in the eyes of consumers. Stay tuned for updates on BMW’s foray into the electric car market with its distinctive sub-brand.
(source: google)
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