For a while we have been hearing of BMW developing a new brand, maybe even one that’s better suited for the city. This is not at all surprising seeing how they have been so successful with the Rolls-Royce and Mini brands’ comebacks. Now Autoblog is reporting that BMW has officially launched “Project I” to look into creating a new brand built more around city and urban drivers that are looking for more of a gas and environmental lover than a sporty automobile.
BMW is currently not ruling a yay or a nay on a fourth brand, they are just checking the facts to see whether it would fit better as an all new brand or something that Mini or BMW could fit into its model lineup according to BMW AG CEO Norbert Reithofer. Don’t expect to see any decisions made on this matter for quite some time. BMW doesn’t make hasty decisions when it comes to increasing the size of its company.
Article by Josh from RawAutos.com
Norbert Reithofer photo provided by: FTD