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Exclusive: Major Changes Coming for Electrified BMW’s i Brand

Specialty models like i3, i8 will be phased out, head of brand reveals.

by on Nov.29, 2017

BMW mobility chief Klaus Froehlich with the new i8 Roadster, Next Vision concept and i3s.

BMW is using this week’s L.A. Auto Show to reveal its new i8 Roadster, the latest in a dedicated line-up of plug-based models that also includes the new i3s battery-electric city car.

But the debut marks something of a swan song for BMW i – at least in the form the brand was initially conceived. The original goal was to use it to market a line-up of specially designed plug-in hybrids and pure battery-electric, or BEV, models. But in a major shift reflecting the rapid evolution of battery technology, the head of BMW’s electric mobility program told TheDetroitBureau.com, those dedicated models will be “phased out.”

Global Auto News!

“For us, electrification is the new normal,” explained Klaus Froehlich, during a conversation at the Los Angeles Convention Center. Going forward, he continued, Going forward, “We will not do dedicated architectures. Instead “all fully-electric models will be (badged) BMW i.”

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