German Car Zone

PanterroR · 03-18-2008, 09:53 AM

Since the release of its official strategy back in September, media sources around the world have been speculating that BMW is looking at either launching its own new brand or acquiring one to help its expansion. CEO Norbert Reithofer has now revealed that BMW is establishing a new environmental think-tank dubbed ‘Project i’, whose task it is to develop a number of solutions for a vehicle designed for congested city motoring.

Project i will run independently to BMW and has been given until the middle of the next decade to develop a concrete solution for the city car. “The task of the Project i team is to present specific solutions in the first half of the next decade. Whether this will require a fourth brand or not, will be decided at a later date,” Reithofer told reporters from Auto Motor und Sport.

Reithofer explained that no final decision had been made as to what powertrain the new vehicle will use. “This is why we have decided to focus on a wide range of technological options,” he said. “An electric motor is an option we are looking into. It does not only work at zero-emission level. The technology is now sophisticated enough to offer driving pleasure.”

By the end of this year, Reithofer confirmed that a decision will be made on the drive system and that the decision for a new brand will only be made once the initial designs for the new vehicle is complete.

Source: Motor Authority >> BMW ‘Project i’ to spawn fourth brand?

EnI · 03-18-2008, 09:59 AM

Quote:

Originally Posted by Dr. Norbert Reithofer

So what else will the future bring?

As part of the new strategy, a new organizational unit called “Project i” is working on completely new car and mobility concepts for megacities.

This project is fully independent and even free to act beyond BMW structures if necessary. The task of the “Project i” team is to present specific solutions already in the first half of the next decade. Whether this will require a fourth brand or not, will be decided at a later date.

It is not yet clear which alternative drive system based on which technology will come out on top. This is why we have decided to focus on a wide range of technological options.

The challenges of future mobility will require customized solutions.

An electric motor is an option we are looking into as well. It does not only work at a zero-emission level. The technology is now sophisticated enough to offer sheer driving pleasure. This is one of the reasons why we are evaluating the option of launching a battery-powered car. A decision will be taken this year.

Source: BMW AG

EnI · 03-18-2008, 10:31 AM

i as iSetta?

iSetta ... as an alternative to jet-setter.

iSetta ... I-set-a trend, a future, a style, a technology, a value, a route.

iSetta ... a personal urban mover.

iSetta ... the ultimate "i" setting vehicle. "i" as I, "i" as innovations, "i" as ideas, "i" as intelligence, "i" as ideals, "i" as improvement, "i" as icon.

Quote:

Originally Posted by EnI

According to the latest internal info BMW are almost 100% decided to start a new - the 4th - brand, and not buying an existing one.

The 4th brand will offer "new urban mobility solutions" - a family of innovative, simple, green, and extremely energy efficient vehicles.

The debate is still going on whether to revive the iSetta brand BMW still owns, or create a completely new brand from scratch.

The guys in marketing department are leaning towards iSetta revival - this time with low-case "i" & capital "S": iSetta. Positioning the brand as Apple of the automotive world: innovative & very useful products with stylish simple design. Kinda a "smart" by BMW, but much more stylish & green oriented. Not cheap though.

iSetta - with similar logotype as Apple products (low-case "i", followed by capital letter) - is considered be produced in cooperation with partners. There is also an idea to cooperate with Apple: Apple offering special series of iPod, iPhone, iTouch etc designed specially for iSetta, and developing 100% Apple compatible entertainment system.

iSetta is planned to rival "smart" & other upcoming micro-cars - offering stylish design, iconic image (innovative, futuristic, green), green tech, low energy consumption, simple approach, ... Targeting young people, urban population, style-conscious people ... a premium funky green car. A personal urban mover.

jack · 03-18-2008, 10:48 AM

I setta? U setta - trend setta ?

dr Dunkel · 03-18-2008, 11:09 AM

I have always loved the Isetta, let's hope they make something elegant and a bit retro styled...

coolraoul · 03-18-2008, 11:10 AM

I like the idea of a revival of Isetta, but honestly... iSetta looks like a desperate attempt to get some of the fuzz Apple enjoys with iPhone, iMac, iEverything. I don't like this idea.

Stay with Isetta! It's perfect like that. No need to turn it into a "modern" Apple-inspired name.

Furthermore, it's not good looking. iSetta...it's awful! Isetta looks waay better. It's cute, fun.

No need to follow Apple like the savior.

Isetta all the way!

Osnabrueck · 03-18-2008, 12:08 PM

Yawn.

The premium funky green car for urban metro hipsters on the go has been around for years thanks to smart - its rise, fall and sustainment should be a valuable object lesson to overeager executives eyeing this market.

There's so much product coming down the pike to "drink the milkshake" that I really can't manage to get excited about BMW's ambitions in this segment.

The Artist · 03-18-2008, 12:18 PM

i dont see this segment as a huge one..
if they build a car smaller than the mini.. they will face huge problems..

i think todays trend is to, drive the cars you drive today in terms of size, but with much greener engines..
i dont really see a huge market for a mini car..

just look at smart

EnI · 03-18-2008, 12:26 PM

Quote:

Originally Posted by Osnabrueck

Yawn.

The premium funky green car for urban metro hipsters on the go has been around for years thanks to smart - its rise, fall and sustainment should be a valuable object lesson to overeager executives eyeing this market.

There's so much product coming down the pike to "drink the milkshake" that I really can't manage to get excited about BMW's ambitions in this segment.

True. The presumably electro-powered micro-car hysteria is on the way.

There will be many. Probably even styled in a similar way.

So, again brands will play the major role.

And here I see the BMW's advantage: they can't fail at all. Either they market the micro-car under the BMW, Mini or Isetta badge.

Eg. smart will have a natural advantage due a recognizable & well established premium micro-car brand. With isetta revival BMW will also have a good card: mainly due to historic & iconic status of isetta brand (which BMW now own!). Same case as eg Mini or Fiat 500.
Others will have to work a bit harder in marketing aspect to reach eg. isetta & smart recognition as micro-car brands.

Even if BMW go with BMW brand or Mini brand it's OK. Although the isetta has the most potential. Yet so had it the 2er as well (hint: legendary 2002 - the 02-series) but BMW went with 1er coupe & cabrio instead.

Quote:

Originally Posted by coolraoul

I like the idea of a revival of Isetta, but honestly... iSetta looks like a desperate attempt to get some of the fuzz Apple enjoys with iPhone, iMac, iEverything. I don't like this idea.

Check out this thread: http://www.germancarzone.com/new-bmw...-possible.html (BMW City car on the way ... Isetta revival very possible)

(from post #77 - #87)

coolraoul · 03-18-2008, 12:29 PM

I can't really agree with that, Artist.

In fact, i think the future could even see the development of sub-smart cars, sort of crossing between a smart and a Segway. Toyota and Nissan especially are working on such things, and they are in advance because Japanese are in desperate need of place in the cities.

I think in the future, with place, congestion and environment problems, small electrical one or two seats microcars, extremely light and short, that can be parked in a very small storage place, could be a solution. More comfortable than a bike or scooter, environment friendly with battery-power, to plug-in when you're at home/work... They even could be furnished by the city, a bit like what is actually happening in many cities with bikes.

The actual situation in big cities will only go worse, and conventionnal cars won't have access into them any more. For me, new vehicule concepts will emerge. Very specific vehicules, specialized, exclusively made for the city.

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German Car Zone

BMW " Project i " : a mobility solution for megacities (official!)