Currently reading: BMW to expand new 'i' range

New i3 and i8 models are "bookends" of BMW's new i sub-brand, which will be expanded

BMW will expand its new ‘i’ sub-brand to offer a full range of alternatively fuelled cars, according to sales and marketing boss Ian Robertson.

Speaking with Autocar at the launch of the new sub-brand yesterday, Robertson said the i3 one-box hatchback and i8 sports car were “two bookends for the brand; in the middle there will be more books”.

“We have trademarked all the relevant names beginning with i,” he added.

Robertson refused to be drawn on the price of the i3, previously known as the MegaCity Vehicle, but said it would be offered at a premium price in a segment that includes the Nissan Leaf.

BMW has launched and tested hybrids and electric cars over the past couple of years, but R&D chief Klaus Draeger said i was being launched now as BMW would be able to market cars designed specifically with alternative powertrains in mind.

BMW launches new 'i' sub-brand - full story

Draeger also said the i8, previewed by 2009’s Vision Efficient Dynamics concept that featured a plug-in diesel-electric hybrid drivetrain, would not get a diesel engine and would instead be petrol powered “as we want to sell it all over the world. Diesel is only really relevant to Europe”.

The i8 would become BMW’s “halo” car when it is launched in 2013, added Robertson. “i8 will be a pinnacle car for the BMW brand as a whole, not just the i brand,’” he said. “BMW is about being premium, leading-edge technology and sportiness and this is a real halo product for us.”

Mark Tisshaw

mark-tisshaw-autocar
Title: Editor

Mark is a journalist with more than a decade of top-level experience in the automotive industry. He first joined Autocar in 2009, having previously worked in local newspapers. He has held several roles at Autocar, including news editor, deputy editor, digital editor and his current position of editor, one he has held since 2017.

From this position he oversees all of Autocar’s content across the print magazine, autocar.co.uk website, social media, video, and podcast channels, as well as our recent launch, Autocar Business. Mark regularly interviews the very top global executives in the automotive industry, telling their stories and holding them to account, meeting them at shows and events around the world.

Mark is a Car of the Year juror, a prestigious annual award that Autocar is one of the main sponsors of. He has made media appearances on the likes of the BBC, and contributed to titles including What Car?Move Electric and Pistonheads, and has written a column for The Sun.

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