BMW considering fourth brand for ‘greener’ cars

One of the writers here at eGMCarTech texted me last night pointing out that today would be our 400th BMW post - well here it is. As the new strict fuel-economy standards are forcing automakers to go green, BMW may be considering adding a fourth brand to its group to sell environmentally friendly cars.

BMW wants to cater to the growing market for lower emission vehicles but wants to do so without distorting the images of its existing three brands which include BMW, Rolls-Royce and MINI. Even though...
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EnnNorak - 1/21/2008 11:05:37 AM

+1 Boost

Probably a green (as in inexperienced) MBA that came up with that idea.

TimE - 1/21/2008 12:22:06 PM

+4 Boost

BMW do already offer their "green tech" accross the line: BMW EfficientDynamics. Reducing the fuel consumption & CO2 exhaust up to 20%.

Yet since BMW are luxury cars with big & powerful engines inside it's impossible to make it absolutely green - even in a hybrid variant (another -20% reduction in fuel consumption & gas exhausts).

EU proposals on CO2 reduction laws are very strict, and to meet the fleet average CO2 limits BMW need to introduce ultragreen micro-cars: smaller than MINI (similar to MB's Smart cars).

Since such a car does no fit any brand in BMW Group portfolio BMW are considering to launch another brand: for ultragreen micro-cars ... following the philosophy of BMW Isetta model. So, its possible the new brand will be simply named "Isetta".

mini22 - 1/21/2008 11:40:47 AM

+2 Boost

I don't understand why they chose not to revive Triumph. They were always either lower priced sports cars or sedans. They could certainly go green. They also looked great in "British Racing Green".

enthusiastx11 - 1/21/2008 12:31:49 PM

+1 Boost

interesting idea to start a new brand.

since bmw has always been a performance-oriented brand it would distort it far too much to offer cars that are super high mileage and low performance.

of course, efficient dynamics continues to make sense for bmw but it will only make the cars 'green' relative to other high-performance cars. that's the lexus approach and it's disingenuous.

MrGunFun - 1/21/2008 2:19:23 PM

+1 Boost

I want those rims!

Anthony - 1/21/2008 4:16:11 PM

+1 Boost

A while ago it was reported that Toyota is doing the same thing, making 'Pruis' an entire brand. In my opinion, it is only a marketing 'gimmick,' but one that just may work, especially for whichever one hits the marketplace first.

530N52 - 1/21/2008 6:21:02 PM

+1 Boost

Isetta

TimE - 1/22/2008 7:22:29 AM

+1 Boost