BMW revealed the all-new i3 today, the first model from its new i sub-brand. The eagerly anticipated vehicle, unveiled simultaneously in New York, London and Beijing, is the German automaker’s first foray into the world of series production electric cars.
“Right from the beginning we developed a specific design strategy for the BMW i sub-brand where we want to combine the idea of sustainability and responsibility together with the idea of emotion,” says Head of BMW i Design, Benoit Jacob.
In the video above, Jacob talks about ‘Next Premium’ and the ‘LifeDrive’ vehicle architecture that the new i3 employs. He also defines the i3 as a car that is “unique, for very unique people.”
The i3 is clearly different proposition than other vehicles in the BMW range, as we’ll delve into in our forthcoming review of the car. This also includes different treatments for traditional BMW design elements.
“We’ve been using some typical BMW elements such as the kidneys and the emblem but treated in a completely different manner,” says Jacob. “It looks optically light but also very modern. This is something that we definitely wanted to bring to the design of the i3.”
Watch the video above for more details.