BMW is now considering developing a whole new brand to market fuel-efficient vehicles without interfering with the image of its current three brands. According to board member Stefan Krause, BMW has decided against transforming MINI into that role, buying another automaker, or reviving Riley or Triumph.
“We cannot take the blue out of BMW and change it to green,” Krause told Automotive News. He said creating a new brand might be the most viable option, since smaller cars with low-displacement engines or hybrid drivetrains might tarnish BMW or MINI’s image.
Mr. Krause said the biggest hurdle is assessing just how interested consumers are in super-efficient vehicles. He said most of BMW’s current cliental like to “talk about being green” but drive home “in their M6s.” While BMW has developed a hybrid for its X6 crossover and next 7-Series, the “green” brand would go far beyond this in terms of efficiency, sacrificing performance and luxury.
Toyota is said to be considering a hybrid brand built around its Prius offerings. The car would reportedly be different from their Toyota counterparts with unique sheetmetal and hybrid powertrains.
01/21, 11:07 AM
posted by:
corvette
a new brand all together seems a little risky. i wouldn’t mind to see triumph come back though.
01/21, 11:08 AM
posted by:
DeansterTJ
I guess BMW wants a bigger piece of the pie, and I think Mini should be the brand for that. They are alrady synonymous with sporty fuel-efficiency. Wouldn’t be a big stretch to add a few more models (small 4-door, little CUV) to that mix and throw in some hybrid drivetrains.
01/21, 12:27 PM
posted by:
SwerveEarly
More efficient small models makes more sense for MINI then the Clubman and the rumored CUV do.
01/21, 1:32 PM
posted by:
autonut
Can it be that new board member speaks out of his rectum? BMW partnered with GM & Co for 2 stage hybrid transmission, 70% of their sales are diesels (with better CO output then gasoline engines) and MINI has 30/40 mpg which meets 2020 CAFE requirements today. Furthermore, in Europe 7 series can run on either gas or hydrogen. How cleaner then hydrogen can you get?
Once diesels move stateside the problem will be solved, if they solving CAFE 2020 mandate. Global worming requires more help then BMW can provide.
01/21, 1:51 PM
posted by:
Madcapp
BMW needs to revive Triumph and make a new TR6.
01/21, 3:53 PM
posted by:
MikeFX
This is interesting…most manufacturers are trying to go super hybrid without tarnishing their image. A lineup of BMW-quality cars that were more about economy and less about performance would do well in and around cities where the need for hp is minimal. The company to do this would increase their overall CAFE numbers without bastardizing their core brand.
Right now, no one has filled this need and someone should. Living where I do on the Philly suburbs, it is all stop and go traffic, and I am tired of getting 16mpg in a Volvo sedan!
01/21, 4:09 PM
posted by:
El Aleman
I think it’s probably a good idea.
If BMW is serious about efficiency, than they can’t use their existing brands.
I mean not that BMW and Mini aren’t efficient cars, they are extremely economic, especially the diesels, but performance is the priority here and that won’t change, luckily.
So if BMW wants a slice of the pie, it must be with a different brand.
Apart from that, pretty much anything BMW does is a success, so this will probably be a good idea, too.
And yeah, bring Triumph back!
01/21, 8:21 PM
posted by:
Impulsive
I got a better idea .. how about reinvesting and designing more attractive interiors and exteriors.