Munich. The new BMW sub-brand focused on developing
sustainable mobility solutions has been launched. “BMW i
represents a new movement in premium mobility. With the introduction
of this new sub-brand, the BMW Group reaffirms its leadership as the
most innovative and sustainable premium car company. The products and
services have been conceived around a revolutionary approach: purpose
designed and purpose built for sustainable, premium mobility.
It’s a new day in our industry; a new era for individual
mobility. This is BMW i – Born Electric.” said Ian
Robertson, member of the Board of Management of BMW AG responsible for
Sales and Marketing, in Munich on Monday.
In a first move, two models will be launched under the new sub-brand
from 2013 – the BMW i3 and BMW i8. The BMW Group will also
significantly expand its range of mobility services over the years
ahead. To achieve this, a Venture Capital company was founded in New
York City, BMW i Ventures, with an investment totalling up to 100
million US dollars.
“BMW i offers visionary cars and services, inspiring design,
and an entirely new concept of premium mobility – all with a
focus on sustainability”, explained Robertson. The BMW i brand
comprises vehicles and services developed since 2007 as part of
project i, a BMW Group think tank exploring sustainable mobility
solutions. It is the BMW Group’s response to changing customer
needs, including increasing demand for alternative drive trains, such
as electric drive systems and hybrids. There is a widespread desire in
megacities for solutions which intelligently combine the benefits of
various mobility concepts in a single package.
Revolutionary vehicle concepts
“With BMW i, we are building on the success and strength of our
core brand,” emphasised Robertson. The BMW i3– previously
known as the Megacity Vehicle – will be the BMW Group’s
first series-produced car for urban areas to be driven by electric
power alone. The BMW i8, meanwhile, is based on the BMW Vision
EfficientDynamics concept study. Its plug-in hybrid drive blends the
sporting ability of a high-performance machine with the fuel
consumption and emissions of a small car.
Both models are based on a revolutionary construction concept known
as LifeDrive architecture. An aluminium chassis houses the powertrain,
and the passenger cell consists of high-strength but extremely
lightweight carbon fibre-reinforced plastic (CFRP). “Both cars
have been designed specifically for their respective alternative drive
systems. We used the innovative architecture and CFRP to cancel out
practically all of the extra weight added by the batteries. For our
customers this means superior driving dynamics combined with
significantly increased range using electric power,” explains
Klaus Draeger, BMW Board member responsible for development.
BMW i8 to be built in Leipzig
Like the BMW i3, the BMW i8 will also be manufactured at BMW’s
Leipzig plant. Around 400 million euros will be invested in new plant
facilities and some 800 jobs will be created up to 2013. Development
and production synergies will be achieved through both vehicles using
the same component sets for the electric motors, power electronics,
and high-voltage lithium-ion batteries.
A range of vehicle-independent services
An additional range of mobility services – which can also be
used independently of the cars – will be an integral component
of BMW i. This will allow the creation of a new, profitable area of
business over the long term and attract new customers to the
company’s brands.
“Mobility requirements are changing in rapidly expanding
megacities” adds Ian Robertson. “Our commitment to
car-enabled mobility services, like BMW ConnectedDrive, will be
significantly expanded under BMW i. We’ll also grow our
car-related premium mobility services. What’s truly
groundbreaking is that we’ll begin offering car-independent
premium mobility services. BMW i aims to provide customized
mobility solutions across a seamless network of premium products and
premium services.” The focus is on solutions which will improve
usage of existing parking spaces, as well as intelligent navigation
systems with local information, intermodal route planning, and premium car-sharing.
In addition to services developed in-house, the BMW Group is pursuing
collaborations with partner companies and exploring strategic capital
investments in providers of mobility services. To this end, the
venture capital company BMW i Ventures has the goal to expand the
range of products and services offered by BMW i in the long term by
taking stakes in highly innovative service providers.
New York-based My City Way is the first company in which BMW i
Ventures has taken a stake. Of the partnership, Ian Robertson said,
“I am thrilled to announce that we have just signed our first
strategic partnership with My City Way. As a mobile app, My City
Way provides users with information on public transportation, parking
availability, and local entertainment for over 40 cities in the US.
Another 40 cities will be part of the global rollout, including
Munich, of course.”
