Having already teased a couple of highly-efficient vehicles, the MegaCity EV and the Vision EfficientDynamics sports car, BMW has declared its intention to create the “i” sub-brand for these vehicles to occupy.
The “i” sub-brand will offer “sustainable vehicles and mobility solutions” from the German automaker. The first two models will be called the i3 and i8, better known to us as the MegaCity and Vision EfficientDynamics. In addition $100 million is being funneled into i Ventures, a holding company in New York to help develop extra-vehicular systems, like smart phone apps and “vehicle independent systems” to help people navigate public transportation. That’s awful nice of BMW, ain’t it?
Toyota is doing a similar thing with the Prius, breaking the hybrid leader off into its own sub-segment. This should help BMW preserve its reputation as an enthusiasts automaker with high performance vehicles, while at the same time allowing them to wade into the world of alternative-fuel vehicles.
Chris DeMorro is a writer and gearhead who loves all things automotive, from hybrids to HEMI’s. You can follow his slow descent into madness at Sublime Burnout.