BREAKING NEWS! BMW Launches "i-Setta" Brand - Who Should Be Worried?

After months of debates and strategy planning, sources close to BMW confirm that a fourth BMW Group brand will be formed. It will be marketed under the name “i-Setta” and the megacity vehicle will be sold under this new brand. Quoting the source, “i-Setta” will be a reimagining of the original cult classic using today’s and tomorrows technology to provide urban mobility and sustainability in a lovable modern design wholly inspired by the original.”

Sounds fancy? Sure does and in our opinion, this is the best solution that BMW could have chosen in this current economic climate. Creating a new and fourth brand that focuses on electric/fuel efficient cars, will allow BMW to maintain their image of a sport luxury automaker without diluting that brand.

The i-Setta brand will allow BMW to create the Megacity vehicles that are geared towards congested cities. The same source confirms that within the MINI brand, a new electric vehicle will be also sold under the name MIN-i.


2009 Frankfurt Auto Show Photo Gallery
 

sector - 8/3/2009 3:18:25 PM

0 Boost

Hahaha, I knew this day will come, I'll take mine with M sport package, bluetooth, and comfort access :)

BMW = Ultimate Clown Machines

WorldofLuxury - 8/3/2009 9:59:57 PM

+4 Boost

I wonder how Apple is going to take advantage of this.

Agent004 - 8/4/2009 12:45:03 AM

+1 Boost

Rumor is, BMW is going to put up MINI for sale soon. Perhaps with the launch of this?

EL34 - 8/3/2009 4:18:41 PM

-7 Boost

The monkey's at ToyLex will follow soon with Honda and Datsun not far behind.

:/

GTR35 - 8/3/2009 5:06:17 PM

+3 Boost

hahaha, so that's how little boys sound when they realize that their worst nightmare has come true. It is infact BMW that is following Datsun and ToyLex... following the Yaris, Versa and Fit...

EL34, the biggest clown in Autospies. you're profile picture fits you perfectly

America - 8/3/2009 5:48:31 PM

+2 Boost

GTR35, how do you figure that the re-birth of an original car from 1953 is a copy of a toyodatsuhonda from a couple of years ago?!

The stupidity around this place is incomprehensible.

Incomprehensible.


And, BMW hasn't even described the vehicle yet!!!

Scary Stupid.

America - 8/3/2009 8:48:11 PM

0 Boost

^^^^^
Case in point.

Scary Stupid.

AlleVier - 8/4/2009 12:50:06 AM

+4 Boost

I agree that BMW is copying, as GTR35 is suggesting, but the Yaris, Versa, and Fit are hardly what they're copying. Those are thoroughly modern and insipid designs. If you want to point to a car that is more in line with what they're copying, look for the retro-styled Nissan Figaro (and this is just the one I happen to know--I"m sure someone can think of other). Still and all, I wouldn't be praising the Japanese for their retro designs as they tend to be copies of European design anyway (Austin Healy Sprite, in the case of the Figaro).

AlleVier - 8/4/2009 5:26:56 PM

+2 Boost

You're right, Mitchell. It's bullshit. I forgot about the iconic and utterly original Datsun 240 e-type.

pennfootball - 8/3/2009 4:22:55 PM

+3 Boost

yay another golf cart, only a German one marked up more...!!!

thstone - 8/3/2009 4:55:10 PM

+3 Boost

BMW seems hell bent on following in GM's footsteps by:

(1) creating as many models from one platform as possible
(2) creating new brands that no one asked for
(3) failing to recognize the realities of the market

veyron1001 - 8/3/2009 6:35:50 PM

-4 Boost

There are major differences.

1. They are all still BMW
2. It is called a choice that suits the consumers needs and not a change of brand and call it brand new
3. BMW is not 160billion in the hole

rxh8me9000 - 8/3/2009 5:17:12 PM

+1 Boost

Say what you will,but this is a good move. Now they can still make the ///M's we're use to and not get sh!t from the environmental friendly clubs out there.

topneuro - 8/3/2009 5:20:47 PM

+5 Boost

Only Steve Urkel is thrilled.

tango - 8/3/2009 5:41:12 PM

+3 Boost

MIN-i? No...I think MIN-e is more appropriate! But let's face facts. Neither of these will ever be sold in North America so what's the bitching about? Europe wants small/smaller cars, as do many other regions in the world. Not because Americans and Canadians can't see the value doesn't mean it is insignificant. If BMW sees the need (and frankly, I do too) for a smaller line of cars in its stable, then build away!

M53R - 8/3/2009 5:47:40 PM

0 Boost

I don't understand why some "clowns" are bashing BMW for this move. This will help in BMW achieving the emissions standards across their fleet without having to make their sport cars go green.

0to60 - 8/3/2009 8:09:26 PM

+1 Boost

"clowns," lol. Poor choice of words in supporting your argument.

thetruth01 - 8/3/2009 6:00:55 PM

+2 Boost

BMW's own MINI brand should be worried.

monkeyrun - 8/3/2009 7:32:40 PM

0 Boost

There's nothing to worry about.

1 Series will be soon as big as the 3 Series
Mini will soon take over what the 1 series' original made for
And i-Setta will become the new mini.

100tnega - 8/3/2009 6:23:45 PM

+1 Boost

Who cares which market segment its going to pollute, the question you should be asking is when did carmakers start hating drivers?

mpls - 8/3/2009 6:44:39 PM

0 Boost

overstretching themselves again

valhallakey - 8/4/2009 12:26:00 AM

0 Boost

Great idea IMHO. Allows BMW to focus on efficient small cars without calling them BMWs. They need this to meet the greener world we live in. I have no doubt they will also focus on making the regular BMWs more efficient but they can also delve into really small economical cars without having to stick to the things that make BMWs what they are, ultimate driving machines! Having owned an 1802, 3.0 CSL, 95 M3 and currently an aging 2000 model M5 BMWs are very special (Oh I have also owned various Z cars from Nissan, a 70 Z/28, 2007 VW GTI, Honda Accord inherited from the wife, Dodge Durango, Mazda Miata and others....). I really like the BMW brand and hope this helps them keep it more pure than running off in these other directions. Good move BMW!

adambravo - 8/4/2009 11:31:34 AM

0 Boost

"Who should be worried?" I think Autospies should be worried about printing this kind of fictional nonsense. In fact, BMW stated at their earnings announcement the other day that there will NOT be a fourth group in BMW, and that their 'megacity' EV will be launched as a sub-brand (like BMW's "M"). And so I guess I'll have to find a place for the "MIN-i" in my garage next to my dandelion-powered Aston Martin...