On the rumors about BMW's new eco-brand
Starting in mid-October (or thereabouts) rumors about the possibility of BMW going a bit greener with a new (purchased or acquired) brand began swirling. AutoblogGreen reader Dan finally called us on our silence on this point, writing the other day: How come, you didn't mention the rumors about BMW and their 4th eco-brand? Just search Google and you'll find a lot of articles. Check it out! The new name is said to be " Just "!?!?!?First, should that name be accurate, it will certainly make these folks happy. Second, to answer Dan's question, I just hadn't seen that much on this eco-brand option and didn't spend a lot of time hunting down more information. Prompted by his email, though, I went looking.
Auto Industry UK does mention a possible fourth brand in the BMW stable, but doesn't say anything about this brand being eco-aware. Still, the article is from the end of September, so maybe the eco angle wasn't part of the rumor at that time. See also Left Lane News.
About the only easily accessible article I found that mentions that this new BMW brand might be green was in Reuters, which said the following on Oct. 13:
A possible target could be an engineering company that could develop BMW's planned fourth brand for environmentally friendly cars, the magazine reported in a pre-released article from its Monday edition, citing unidentified people with knowledge of the company. A spokesman for BMW, the world's largest premium-car maker, declined to comment.
So, this leaves us with a lot of no-news and a few tiny tidbits to guess about. I'll add my two cents and say that it seems like any new BMW eco-brand will likely be big on hydrogen vehicles. Just look at how much hype BMW is squeezing from their few Hydrogen 7s (examples 1, 2, 3). Or, perhaps, the company will let the upper-crust BMW marque use the expensive hydrogen technology and use the new brand for other green alternatives. This seems like the perfect place for me to ask you what you think/have heard. The floor is yours.
[Source: Reuters, Auto Industry UK, Left Lane News]
Reader Comments (Page 1 of 1)
David 9:42AM (11/05/2007)
There have been a number of references to BMW's fourth brand. Auto-future reported on the probable availability of electric vehicles:
http://auto-future.blogspot.com/2007/10/ev-future-bmws-4th-brand-could-sell.html
Latest reports suggest that BMW is considering iSetta brand in a reference to iPod name scheme.
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Throwback 10:11AM (11/05/2007)
Among the brands that BMW owns is Triumph. CAR magazine UK reported a while ago that BMW was considering reviving this brand as a sister brand to MINI. This implied small light fun to drive cars with small gas and diesel engines. However, Automotive News had an article about 2 months ago in which BMW laid out their future plans and the CEO said emphatically there would not be a fourth brand. So, unless he was lying I don't think we will see another brand. MINI certainly could fill the "Eco" brand label by offering hybrid options.
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Dave 10:51AM (11/05/2007)
What is with the small cars that are only offered in diesel or gas? If anyone is serious about eco-brands, let's face it, the future is not fossil fuels. Crap or get off the pot.
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rgseidl 12:14PM (11/05/2007)
IFF BMW is thinking about a fourth brand at all, it's a purely defensive strategy to help meet the upcoming EU fleet average CO2 emissions regs. However, it's still very much unclear how those averages will be computed and when they will take effect.
As a result, you can be sure every premium carmaker is hatching multiple contingency plans. An eco-only brand may be one of the options BMW is mulling over just in case the averages will be computed separately per corporation.
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Throwback 12:22PM (11/05/2007)
Dave, I don't disagree but car companies are a for profit business.
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Dave 1:06PM (11/05/2007)
Throwback,
I see a lot of dollars in the EV business, along with other competitors. Green is in, and there's already lots capitalizing on it.
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mike 5:42PM (11/05/2007)
A Hybrid BMW One - 4 door hatch would sell well.
My check is ready, but, they don't want my money?
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