With its introduction of the concepts for the BMW i3 and i8 this morning, BMW has launched in earnest its attempts to define a new brand, centered around themes that sound a bit like double-speak, but which really boil down to efficient driving with a bit of style.

Terms like "sustainability," "personal mobility," "visionary," and "inspiring," chain together to make what feels like a pretty solid mission statement without saying anything beyond the quick-and-dirty summary above--but we expect to hear a lot more of this talk in the future.

Of course, we're completely behind the idea of high-efficiency vehicles that look good and are fun to drive, finished with a healthy dose of luxurious outfittings, so we'll get over the affinity for tacking "-ility" onto every positive adjective possible.

For more on the new BMW i vehicles, and to see what what else is coming to the Frankfurt Auto Show, check out our show page here.