BMW’s Baby Brand Is Confirmed!

It's official – BMW is working on a top-secret new eco-friendly model which could mark the rebirth of the famous Isetta badge.

Auto Express first broke news of the plans to revive the name on a green city runabout back in Issue 989, and now company chairman Norbert Reithofer has revealed further details of the programme.

The initiative, known internally as Project i, includes development of an all-new urban runabout that will complement the existing BMW, MINI and Rolls-Royce ranges. According to Reithofer, the i stands for innovation, rather than Isetta – although bringing back the brand behind the original microcar would make perfect sense for the German firm’s fourth potential model line-up.

Engineers working on the project are currently evaluating which technologies the Smart ForTwo rival will use, with advanced electric systems and fuel-efficient petrol and diesel powerplants under consideration. “We will look at all these things before we decide whether this might be a sub-brand for BMW or MINI, or whether it is a standalone marque,” said Reithofer.

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MrGunFun - 3/27/2008 1:37:18 PM

-2 Boost

this should go head-to-head with SmartforTwo.

GO BMW once again!!

Hyundai - 3/27/2008 1:46:25 PM

+7 Boost

I am all for this. To hell with people and their "it will dilute the brand image and cachet of BMW". The world needs more small cars, and if premium makers can introduce a small premium, stylish car, then by all means. I certainly hope that they bring these cars to Canada.

Remember: Small cars and "micro" cars can be stylish and elegant too and can present an upscale image as well! BMW would not hurt their image if they did this. MB is still MB even with the As and Bs.

Hyundai - 3/27/2008 1:51:58 PM

+1 Boost

FOR THE RECORD: I do not condone that design!

The car will likely look nothing like that rendering.

Homer008 - 3/27/2008 3:53:03 PM

+1 Boost

correct, this car design was actually computer generated.

LDMAN - 3/28/2008 1:26:37 AM

+1 Boost

Brilliant move to meet future CAFE regulations; my hunch is that that new brand will in fact be based on Fiat cars.
Alfa is already seeking to build cars in the US through BWM North America. It would make sense for BMW to get their smaller car range from Fiat.
About 6 months ago, talks between Daimler and Fiat on sharing platforms on the A and B Class failed.
I am betting that BMW is smarter than Daimler and will take the deal and run with it.

Bored - 3/27/2008 1:47:48 PM

+4 Boost

I know it's just a concept design above, but that is just too girlie!
Nice, yes, but way too girlie.

KZ258 - 3/27/2008 1:49:47 PM

+4 Boost

yuck

KZ258 - 3/27/2008 2:09:29 PM

-5 Boost

LOL!

w209w114 - 3/27/2008 2:04:21 PM

-7 Boost

This isnt even an official car, just a rendering. So I dont want to jump too far ahead into this discussion

However, I think they should have made this economy car into a new brand, ie: Isetta. Economy and BMW shouldnt go in the same sentence. Just about anyone will be able to say "I own the ultimate driving machine" I do not condone the car, I simply know it wont represent the brand's vaulues the way it should.

topneuro - 3/27/2008 3:13:15 PM

-3 Boost

Will wait for the Subaru R1e.
Just as ugly (or more ugly) and better.

carguy68 - 3/27/2008 3:31:55 PM

0 Boost

good that's it's just a rendering cause this thing gives toyota competition in the ugly department!!

Porschinator - 3/27/2008 3:50:09 PM

+3 Boost

Battle for the micro car Market!!! Who will win??? Damn I am 6'5" so I don't even care!!!

Audiphile - 3/27/2008 7:04:51 PM

+1 Boost

Lol, Porschinator. I'm 6'4" tall and long-waisted, so I'm in the same boat as you. In my humble opinion, no car should be smaller than the current Mini Cooper. Believe it or not, I can fit in the Mini - however, the back seat is useless when I am driving!

topneuro - 3/27/2008 3:50:50 PM

+4 Boost

On second though this BMW/Isetta makes the Subaru R1e look gorgeous.

http://jalopnik.com/photogallery/subarur1epressext/1000985585

topneuro - 3/27/2008 3:52:28 PM

+2 Boost

Wrong link, use this one.

http://jalopnik.com/370317/subaru-r1e-re+unveiled-live

Gambit - 3/27/2008 4:01:41 PM

+5 Boost

Looks like it has a little moustache

M35MT - 3/27/2008 4:13:31 PM

+5 Boost

Looks like a Smart mated with a Yaris with a kidney grill which looks like a moustache.

bmwfan1513 - 3/27/2008 4:30:49 PM

-2 Boost

Cool. I like that picture.

gsh23 - 3/27/2008 6:43:38 PM

+4 Boost

oh man, can you imagine how many panties you'll get with this new bmw? we are talking some heavy duty panties per dollar ratio here.

jag30 - 3/27/2008 6:46:06 PM

-1 Boost

This car will work in Europe. Sorry not for USA!

EL34 - 3/27/2008 9:17:30 PM

+4 Boost

I love this BMW so much I'll buy a dozen of 'em :-)

_43LE - 3/27/2008 11:41:02 PM

-2 Boost

Yeah, just because it has BMW written on it and it is non-Asian.

Hyundai - 3/28/2008 9:52:17 AM

+4 Boost

huu76,

I live in Winnipeg and I see B-Classes being driven around..

S2000VS911 - 3/28/2008 1:21:43 AM

0 Boost

will buy yaris hatchback or fit instead, more room space than this one & reliable. this design & spec has no BMW dna inside... What can i respond if somebody ask me which model of bmw u drive now ....

Hose - 3/28/2008 11:34:22 AM

+1 Boost

I remember the Isetta from when I was a kid. Probably got great MPG, but was so underpowered you could grab the luggage rack on the back and cause the engine to stall when the driver engaged the clutch. :>)