In Brief

The German automaker bases BMW i on a top down rethink of consumer's future mobility needs.

Yesterday, BMW formally introduced a new sub-brand called BMW i solely focused on developing and producing sustainable mobility vehicles. It marks a milestone in automotive history and could perhaps be the start of an industry transforming revolution. This announcement comes after months of the company releasing bits and pieces of information primarily surrounding the ‘Megacity Vehicle’ project. But the new sub-brand will be about more than just a new class of vehicles, it will operate under an entirely new business model for the automotive industry.

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