BMW’s new sub brand i

The first foreign brand in India to diversify into the branding strategy is BMW. Yes, the Bavarian, who has been thinking about going this way for a long time through their advertisements in paper and electronic media have finally declared their intent. The sub brand would be called as i. This brand would be good for all the electric cars that the German company would market in India.

The electric car portfolio in India currently is non existent for BMW and they want to bring in their new age electric cars like the plug-in models, advanced standalone hybrid and range-extenders. These electric cars and especially the new i8 and i3 would be launched in India by the year 2013. Head of BMW’s R&D operations, Klaus Draeger said that these cars have special architecture which negates the extra weight of the batteries and gives this cars the performance as well as range edge over the others. He further explained that there is an aluminium chassis as also carbonfibre-reinforced plastic which contribute to the lower weight.

BMW also have the MegaCity Vehicle which is said to be a hard core urban mule. BMW’s EfficientDynamics would be the key factor driving this cars and it would be interesting to see as to how the company would price these cars here in India.

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