iSetta coming? Rumormill can chew on BMW's new green brand news
The rumors of BMW's new green brand have been circulating for months. We talked about the possibility back in January and November. A bit of news came in early February with the discussion of a revived Isetta small car. Automotive News (subs req'd) is now reporting that the Isetta rumors - or, as one of our readers said, iSetta - might be coming true. BMW CEO Norbert Reithofer told AN that a 12-member planning group called "Project i" has been working behind the scenes for about a year to discuss forming a new brand just for BMW's alternative-fuel vehicles. Reithofer said that the group, "Is fully independent and even free to act beyond BMW structures if necessary." BMW may build a small EV and if it does, the badge is just as unknown at this point as the look and battery type.Of course, there's no reason BMW can't find religion on just greening up the BMW brand itself. I mean, a 520d gets better mileage than a Prius, don't ya know? Would an all-electric BMW city car be too much brand dilution?
[Source: Automotive News (subs req'd)]
Reader Comments (Page 1 of 1)
rgseidl 1:51PM (3/24/2008)
It doesn't really matter what badge is on the vehicle, as long as it's built well and priced to sell in volume, with a dealer network set up to do that. BMW has invested a lot into building performance and sophistication as the core brand equity for both BMW and Mini, with premiums to match.
Since green cars are perceived as either poor performers or socialism on wheels by customers of those brands, it does make sense for BMW to consider creating a new one. This is especially true it it finds a partner that also needs such a low-profit vehicle just to comply with California's ZEV mandate (Mercedes?) - or is far enough along the development curve to make a de facto takeover preferably to in-house development (Loremo, Think?)
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Throwback 5:59PM (3/24/2008)
If they are going pure electric, a new brand is mandatory. They have built up the BMW brand to mean driving performance for forty years. Clearly they have and continue to be very sucessful. Mini has become a boutique premium brand, no sense messing that up. It makes sense to co-develop an electric range with someone to reduce the costs. I think hooking up with MB/Smart and possibly Chrysler, if they are still around 5 years from now, is the way to go.
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mike 7:41PM (3/24/2008)
Come on, if the US isn't getting the 118d, we won't be getting these either.
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Loet 9:37AM (3/25/2008)
BMW once had a small car project with the university of Berlin and Bath. The developed a tilting three-wheeler called project CLeveR, very similar to the Vandenbrink Carver. It wouldn't be a big surprise if they developed than concept further to a production car.
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Alpha 5:27PM (3/25/2008)
Where can I send my CV to? ;)
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Derth Decker 3:33AM (4/22/2008)
Why not make a truly unique and attractive low-drag vehicle that's also very safe and comfortable? Someone already did the thinking for BMW. Hope they'll pick it up. More info at: http://www.michelinchallengedesign.com/MCD_2008/Site/mcd_gallery_2008/mcd_2008_gallery_d13.asp
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