BMW wants to develop its EV technology completely in-house

Since the release of BMW’s official strategy back in September 2007, media sources around the world have speculated about the carmaker looking to either launch its own new brand or acquire one to help its expansion. Instead, BMW established a new environmental think-tank dubbed 'Project i', whose task is to develop a number of solutions for a vehicle designed for congested city motoring. The Project i division runs independently to BMW and has been given until the middle of the next decade to develop a concrete solution for a possible range of city cars. The urbanized car for the masses connotation has lead to speculation that the Project i cars will be something low-end and cheap. Nothing could be further from the truth, according to research and development boss Dr Ulrich Kranz who revealed to Germany’s Handelsblatt that BMW will be working on bringing the Project i solutions to market completely in-house. Kranz explained that the vehicles will be “premium” and not a rival for cars like the Tata Nano. He went on to reveal that the upcoming technologies, which will include electric drivetrains, will be developed by engineers based at BMW’s headquarters in Munich. Furthermore, BMW does not have a battery partner for its electric vehicles although previous reports suggested the carmaker was searching for one. The first development of Project i is already on the roads in the form of the recently launched Mini-E, which will be used to gather feedback about what urban customers want and need. The eventual city cars could include both three and four-wheel variants and will be built in Germany. Kranz was quick to point out, however, that there was still a lot of work to do and that the first mass produced model won’t be ready for sale until 2015 at the earliest. No decision has been made on whether a new brand will be launched for the Project i cars but we should know by the end of the year.

By Jim #1, Posted: 3/18/2008

Why don't they simply build the small cars and for that matter green cars under the Mini brand? The current Mini models are branded Cooper and Clubman, so a Smart competitor could be the Mini Iseta, etc. The dealer network exists and the brand has an identity.

BMW can also plumb all the old British Leyland trademarks that they still own.
By rnsaza #2, Posted: 3/18/2008

"Project i"seta
intresting
By Alan #3, Posted: 3/19/2008

BMW has said that they don't want to further dilute the MINI brand, personally i think it's the correct move, i think MINI will continue to sell well if it seen as a niche vehicle, not mainstream one
By Jim #4, Posted: 3/19/2008

Alan, true enough, but if BMW decides to build a 4th brand there are huge costs involved in that (see GM) and if BMW were to continue with their current mindset regarding dealers, they'll insist that the new brand be in separate stores. Adding a couple of well executed models will not dilute the Mini brand, it could even strengthen it.
by HECTOR #5, Posted: 3/6/2009

If BMW was so concerned with the dilution of the Mini brand they would have never even conceived of the monstrous abortion, the Mini SUV.

And, frankly, if BMW was so concerned about BMW's own brand they would never have conceived of the girl - metrosexual mobile called the 1 series.

BMW is only concerned about the almighty buck, this is why this guy insists that whatever they build will be *premium*. That's BMW speak for *we'll build some small, green-nut golf cart, put the propeller badge on it and charge lots of money to any badge snob who buys it*.