BMW Stakes Its Claim on the Lower-End Electric Car Market
Even in its production-ready form, the styling of the new BMW i3 electric car took many back by surprise, as the small vehicle looked so radically different from nearly everything else in BMW’s rather extensive lineup. Aside from the trademark kidney grill and badge, there’s little indication that the i3 is at all related to the German brand, at least until you get to the car’s base price of $41,350.
As polarizing as the new look seems to be, and as steep as the base cost for a small compact is, the i3 has two very powerful factors working in its favor: it is a BMW, and it is an electric car. Combined, those two things alone should generate sufficient demand for the car.
Indeed, the formula has worked. So well, actually, that BMW is now exploring the possibility of increasing its electric car capacity just to accommodate the early demand for the vehicle. BMW has reportedly received some 8,000 reservations for the car, and that’s even before the i3 hits European showrooms next month, Chief Financial Officer Friedrich Eichiner said on Monday.