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Old 08-05-2009, 02:06 PM   #1
AVANTI R5
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Default BMW confirms 'i-Setta' as fourth BMW Group brand [Video]




Quote:
BMWhas confirmed rumors that the company is creating a fourth brand. In a statement released by BMW CEO Norbert Reithofer, he said that "The Board has now decided: This auto (Project i/ Megacity Vehicle) will be launched on the market as a sub-brand of BMW. As BMW is the innovation driver within the Group, the decision for a sub brand under BMW is the most logical step."
Set to tackle Daimler's Smart, the new "i-Setta" brand will try to mix urban hipness with eco-consciousness. According to a BMW Blog 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." While the original 1955 Isetta only had one door and a 13 hp (10 kW) engine, the new car will likely boast at least two doors and more powerful fuel efficient engines.
In perhaps the most telling move of all, BMW has released a new Isetta video campaign to promote their museum. In essence, they're reminding consumers about the Isetta before launching the new brand.
Source: bmwblog.com
http://www.worldcarfans.com/10908052...up-brand-video









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Old 08-05-2009, 02:21 PM   #2
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That is pretty darn surprising.
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Old 08-05-2009, 02:23 PM   #3
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It's amazing that that little car took you through the alps, down to the lake, and then to work downtown on monday morning. Compare that to people's needs and complaints today "This cupholder sucks" "I felt a pothole..."
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Old 08-05-2009, 06:10 PM   #4
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Originally Posted by Hazdaz View Post
That is pretty darn surprising.
Not really. BMW watchers have been expecting this announcement for a while. It helps BMW get to 120g/km in Europe without diluting their core brand.
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Old 08-05-2009, 06:17 PM   #5
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Sounds pointless to me. Don't they already have MINI for this?
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Old 08-05-2009, 07:08 PM   #6
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Not really. BMW watchers have been expecting this announcement for a while. It helps BMW get to 120g/km in Europe without diluting their core brand.
Yeah, but I thought I heard that they were getting into a technology partnership with M-B. I figured that would also include the Smart division... unless this iSetta is just gonna share technology with them, maybe.
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Old 08-05-2009, 09:24 PM   #7
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Sounds pointless to me. Don't they already have MINI for this?
Mini is more golf/polo sized.

This will take on the iQ and Smart cars in the growing euro city car segment.
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Old 08-05-2009, 10:04 PM   #8
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Originally Posted by Hazdaz View Post
Yeah, but I thought I heard that they were getting into a technology partnership with M-B. I figured that would also include the Smart division... unless this iSetta is just gonna share technology with them, maybe.
Nothing says they can't do both.

BMW can show MB how to build a cheap automated manual for city cars that actually works, and MB can show BMW, uh... I'm sure they'll figure something out...
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Old 08-05-2009, 10:11 PM   #9
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Top speed 53mph, downhill, with a tail wind.
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Old 08-05-2009, 10:38 PM   #10
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Originally Posted by Godmal View Post
Sounds pointless to me. Don't they already have MINI for this?
MINI has pretty serious constraints based on the "brand image". It has to look and feel like a MINI. This allows BMW to go into smaller cars and be a little more creative in how they design the car.
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