The launch of a new BMW sub-brand is always going to be big news – ‘one of the most important days in the company’s history’ was how the manufacturer worded it.
The i3 is BMW’s first foray into the electric vehicle world, and UK boss Tim Abbott was strong in his pitch as to the car’s importance.
“The i3 represents a revolution in urban mobility – it is, as they say, a game-changer,” he told the audience of invited guests to the car’s world unveiling, which was held simultaneously in London, New York and Beijing.
It goes on sale towards the end of 2013, but BMW has already announced aggressive pricing as it seeks to make a strong entrance into the sector. Available as a pure-electric model with a range of 80-100 miles, or also equipped with a 34hp 650cc engine to add another easy 80 extra miles from the nine-litre fuel tank, the i3 costs from £30,680 for the EV version, before the Government’s £5000 grant, with the range-extender adding another £3150. Four different interior “worlds” will be offered – Standard, Loft, Lodge and Suite – with BMW quoting three-year lease rates of £369-£480 per month from a Standard electric version up to a range-extender-equipped model in Suite trim.
The entry-level i3 is obviously zero-emission, while the range-extender has a figure of 13g/km, making it the lowest-emitting car on sale that doesn’t have zero tailpipe emissions. The range quote of 80-100 miles is based on the real-world testing of those vehicles, and can be increased by using the Eco Pro or Eco Pro+ modes, each adding around another 15% to the range by maximising the efficiency of, for example, throttle response and climate control.
“It’s quite a game-changer, particularly from a low-emission perspective, with all of the benefits for fleets meeting emissions targets and company car drivers, and it’s also the sort of car people want to drive,” BMW UK general manager, marketing David Cantle told BusinessCar. “It’s a proper BMW with dynamic handling, and it’s fun to drive. I think it will fit the bill for fleets and company car drivers.”
Built using carbon-fibre technology never before seen on volume productions cars, the i3 is also built in a factory using solely wind power, adding to the sustainability equation. The lightweight construction helps the i3 achieve a 7.3-second 0-62mph figure, and is also claimed to help the car handle well.
Although Cantle said volumes haven’t yet been set for 2014, he expected it to be led by demand initially: “It’s an immature market but we think it’s a game-changer, and will attract more people to electric vehicles. It won’t change everything overnight – combustion engines will still be very important – but it’s here.”
BMW’s worldwide sales and marketing chief Ian Robertson said: “We will be a significant player in this market. We’re not in it to be a niche player, and we’ll make a profit on each car.”
BMW has been running electric vehicle trials for a number of years, firstly with the Mini-e and then with the BMW 1-series-based Active-e.
“What we have done differently is got all the experience of electric vehicles with our field trials,” said Cantle. “We have 258,000 miles in the Mini-e in the UK alone and millions of miles across the globe – and that’s before the Active-e – to get an understanding of what customers want.”
That experience has led to the extra packages around the new BMW i-branded vehicles. As well as an app that will be able to check charge status, range, charge time and, if the car’s plugged in, set the climate control, there will also be intelligent routing as part of the standard BMW Business Navigation fitted to every vehicle. Packages that will allow a certain amount of time per year in other BMW models, such as a 5-series Touring or X5 for holidays, will also be bolt-on extras, with Cantle likening it to mobile phone contract add-ons.
The firm has appointed 47 dealers as designated i3 agents, although any dealer will be able to service the vehicle, and SMR cost will be equivalent to a BMW 118d model, claimed Cantle, with the regular BMW Service Inclusive packages available. The firm’s three-year/unlimited mileage warranty will be applied to the i3, and the battery gets a separate eight-year, 100,000-mile warranty.
BMW is also offering charge points installed by Schneider Electric for £315 after the Government subsidy for up to 75% of the cost has been taken off, and has also recently taken a stake in electric charging point and network specialist Chargemaster. The latter firm has a programme in place where £20 per year will get pay-as-you-go access to nearly every public charging point in the UK on one smart card, rather than needing to join several different schemes in different areas.
