BMW AG considering fourth brand for ‘greener’ cars

BMW AG considering fourth brand for 'greener' cars

One of the writers here at eGMCarTech texted me last night pointing out that today would be our 400th BMW post – well here it is. As the new strict fuel-economy standards are forcing automakers to go green, BMW may be considering adding a fourth brand to its group to sell environmentally friendly cars.

BMW wants to cater to the growing market for lower emission vehicles but wants to do so without distorting the images of its existing three brands which include BMW, Rolls-Royce and MINI. Even though BMW AG has introduced a number of diesel options for the BMW brand, its doesn’t want to go too far.

“We cannot take the blue out of BMW and change it to green,” said Stefan Krause, BMW AG’s board member for sales and marketing. “Maybe we could add a fourth brand.”

In an exclusive interview with Automotive News last week, Krause said that BMW AG has already rejected three ‘green’ options including:

1. Transforming Mini. The brand’s lineup of small cars have good fuel economy, but BMW doesn’t want to risk diluting Mini’s quirky appeal by adding too many models. And although Mini offers a diesel engine in Europe, vehicles with that powerplant can’t be sold in the United States because they don’t meet California emission standards.

2. Buying another brand. BMW evaluated several brands “” including Saab and Volvo “” but concluded that none of them meets its needs.

3. Reviving a British brand. BMW has shelved proposals to bring back one of the British brand names it owns, such as Riley or Triumph.

CEO Reithofer’s corporate strategy through 2020 also called for a possible fourth brand.

At the 2008 Detroit Auto Show, BMW also revealed the X5 xDrive35d and the 335d diesel models powered by a variable twin turbo 3.0L inline six-cylinder. The motor produces 265-hp and 425lb-ft of torque. The result is a zero to sixty time of 6.2 seconds while still netting 23/33 MPG for the 335d and 7.2 seconds and 19/25 MPG, respectively for the X5 xDrive35d.

There you go BMW – big 400th post for you on eGMCarTech. Now fly us out to test drive some new models!

 

Source: Automotive News (Subscription Required)

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