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.
Reader Comments
Tue Mar 18 2008 12:59 PM
Jim says
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.
Tue Mar 18 2008 6:01 PM
rnsaza says
"Project i"seta
intresting
Wed Mar 19 2008 10:57 AM
Alan says
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
Wed Mar 19 2008 12:16 PM
Jim says
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.
Fri Mar 6 2009 5:33 AM
HECTOR says
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*.
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