“BMW i-Setta” - A fourth BMW Brand
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“BMW i-Setta” - A fourth BMW Brand
http://www.bmwblog.com/2009/08/03/bm...rth-bmw-brand/
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.
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.
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History repeats itself, does it not? In the 1960s when the BMW Isetta was brought on the market the company was experiencing severe financial difficulties. The 502 and 503, brilliant as they were, didn't bring in any profits despite selling in healthy numbers. BMW needed a car that was economical and affordable to bail them out during this time of need. They licensed a design from the Italian firm ISO (famous for the Rivolta and Griffo) and this car was produced under license in Germany by BMW as the Isetta.
It seems that today BMW is planning on turning this iconic car into an individual brand with sporty pretensions for the sake of bailing them out of these bad times. At the same time, we should think about the potential this brand has to lure younger buyers to the BMW brand themselves. Most people would tend to associate the Isetta with BMW and not ISO (the original creators of this bubble car).
The Isetta is a cult car in Europe mostly. Cult cars are powerful symbols. You can also overprice them and they will still sell (best examples: MINI Cooper and New VW Beetle) in great numbers. It's good to have cult cars, seriously.
It seems that today BMW is planning on turning this iconic car into an individual brand with sporty pretensions for the sake of bailing them out of these bad times. At the same time, we should think about the potential this brand has to lure younger buyers to the BMW brand themselves. Most people would tend to associate the Isetta with BMW and not ISO (the original creators of this bubble car).
The Isetta is a cult car in Europe mostly. Cult cars are powerful symbols. You can also overprice them and they will still sell (best examples: MINI Cooper and New VW Beetle) in great numbers. It's good to have cult cars, seriously.
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Dec 13, 2006 05:16 AM
