BMW to launch electric sub-brand

BMW to launch electric sub-brand

BMW released an official strategy report back in September of 2007 which set up speculation BMW was looking at either launching its own new brand or acquiring one to assist in expansion. BMW is already sorted in the luxury and ultra-luxury segments with its BMW and Rolls-Royce brands plus it has the Mini small car brand, but recent speculation has suggested that the automaker may launch or even revive a fourth brand for its upcoming family of Project i cars.

Now, BMW CEO Norbert Reithofer has put an end to claims of a new brand and reconfirmed earlier statements that no existing brand is suitable to partner BMW at present. At one point it was thought BMW was looking to buy Volvo or possibly even the Triumph brand.

Speaking with the Wall Street Journal, Reithofer said the first Project i car will feature a fully electric drivetrain and will be produced under a “BMW sub-brand” much like BMW’s M badge.

Reithofer also revealed that the electric vehicle will be launched “in the first half of the next decade,” but was no more specific. Earlier this week BMW confirmed that it would be teaming up with SB LiMotive, a joint-venture company between Bosch and Samsung SDI, to supply of lithium-ion batteries required for the new vehicles.

BMW released an official strategy report back in September of 2007 which set up speculation BMW was looking at either launching its own new brand or acquiring one to assist in expansion. BMW is already sorted in the luxury and ultra-luxury segments with its BMW and Rolls-Royce brands plus it has the Mini small car brand, but recent speculation has suggested that the automaker may launch or even revive a fourth brand for its upcoming family of Project i cars.

Now, BMW CEO Norbert Reithofer has put an end to claims of a new brand and reconfirmed earlier statements that no existing brand is suitable to partner BMW at present. At one point it was thought BMW was looking to buy Volvo or possibly even the Triumph brand.

Speaking with the Wall Street Journal, Reithofer said the first Project i car will feature a fully electric drivetrain and will be produced under a “BMW sub-brand” much like BMW’s M badge.

Reithofer also revealed that the electric vehicle will be launched “in the first half of the next decade,” but was no more specific. Earlier this week BMW confirmed that it would be teaming up with SB LiMotive, a joint-venture company between Bosch and Samsung SDI, to supply of lithium-ion batteries required for the new vehicles.

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