BMW reveals new sub-brand for sustainable vehicles and mobility solutions

BMW has today unveiled its new sub-brand - BMW i - that will focus on the development of sustainable  mobility solutions.

“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.” said Ian Robertson, member of the Board of Management of BMW AG responsible for Sales and Marketing, in Munich on Monday.

With BMW I, Robertson says that a new era for individual is born, with products and services being conceived for sustainable, premium mobility.

In 2013 the first two models of the sub-brand will be officially launched. The i3, previously known as Megacity Vehicle, and i8 will be the first vehicles of a range of mobility services that should significantly expand over the years ahead. To do so a Venture Capital company has been founded in New York City, BMW i Ventures, an investment worth 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.

With BMW i, the German Group is gathering together all the vehicles and services that have been part of of project I, since its creation in 2007. It’s an answer to increasing requests from customers for alternative drive trains, such as electric drive systems and hybrids.

“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.

Leipzig will also be the plant that will be manufacturing the BMW i8, joining the i3. For that around 400 million euros will be invested in the construction of new plant facilities that should generate some 800 jobs until 2013. Thanks to the production of both vehicles using the same component sets for the electric motors, power electronics, and high-voltage lithium-ion batteries, BMW will achieve development and production synergies.

Besides the cars, BMW I will also focus on the development of an additional range of mobility services.

“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.”

In this case, besides services developed in-house, the BMW Group will also be searching for partnerships with other companies, by exploring strategic capital investments in providers of mobility services. For that purpose BMW has created the venture capital company BMW i Ventures that will be working on the expansion of 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 MyCityWay was presented as the first company in which BMW i Ventures has taken a stake. “I am thrilled to announce that we have just signed our first strategic partnership with MyCityWay.  As a mobile app, MyCityWay 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,” said Robertson about the partnership.