As BMW gets ready to introduce its first hybrid to the market, critics and fans of the brand fear that the company may compromise its roots of high-performance driving for greener credentials.
Fear not Ultimate Driving Machine fans, BMW’s marketing chief Torsten MÃ¼ller-Ã–tvÃ¶s, says the automaker is confident it achieve ‘greenness’ without damaging it sporty image. Even if BMW offers more efficient gasoline and diesel engines, hybrids and even zero-emission fuel-cell technology, the brand hopes to stay true its high-performance roots.
“We do not want to reposition the brand,” MÃ¼ller-Ã–tvÃ¶s, 46, told Automotive News Europe at the Frankfurt Motor Show. “Freude am Fahren (Joy in Driving) remains our slogan, but EfficientDynamics is an initiative of a number of innovative technical measures to reduce fuel consumption,” he said. BMW is positioning “the BMW brand in an environmentally efficient way.”
The BMW Concept X6 ActiveHybrid, which was shown in Frankfurt, reduces fuel consumption by up to 20 percent. Co-developed with DaimlerChrysler and GM the hybrid system combines two compact, high-performance electric motors with a transmission using fixed transmission ratios.
At Frankfurt BMW displayed its start-stop technology along with several direct-injection diesel models including the BMW 318d which emits 123 grams of CO2 per kilometer. BMW also showed its new Mini Cooper D. Both the 318d and the Mini Cooper D emit the least amount of CO2 for vehicles in their classes.
Automotive News points out that BMW”s high-performance M cars were positioned away from this display at Frankfurt.
Source: Automotive News (Subscription Required)
[tags]Cars, Car, Auto, Automobile, Vehicles, Technology, Auto News, News, Automotive, BMW[/tags]