The sub-brand, called BMW i, is designed to integrate the not-so-disparate concepts of luxury and sustainability and has launched with the tagline "Born electric." The brand will include concepts the company has worked on since 2007, including alternative drive trains that feature electric and hybrid power.
And of course, the brand will continue to focus on driving performance, a core tenet of its history and provenance. For example, the company says of its electric engines, which can easy spin up to 12,000 RPMs "without strain... the entire torque of the electric motor is available from a standing start, and you can accelerate right up to maximum speed without any interruption. This makes vehicles with electric engines extremely agile and a joy to drive."
Additionally, the information-driven side of BMW cars, such as ConnectedDrive, is expected to see significant improvements in the i brand. Look out for parking spot finders, local information and premium car-sharing tools.
The first two i cars, the electric, city-driving i3 and the sporty, hybrid i8, should enter production in 2013. Here's a deliberately vague look at the concepts for both cars, courtesy of BWM i:
Meanwhile, BMW i Ventures, a VC fund with $100 million to spread around among early- and mid-stage mobility and travel tech startups, has already launched in New York City. The fund will help supplement the BMW Group's current mobility offerings with new tech from new companies.
The fund's first investment target was MyCityWay, a suite of location-aware apps for urban navigation. The terms of the deal are unknown.