After months of debates and strategy planning, sources close to BMW confirm that a fourth BMW Group brand will be formed. It will be marketed under the name “i-Setta” and the megacity vehicle will be sold under this new brand. Quoting the source, “i-Setta” will be a reimagining of the original cult classic using today’s and tomorrows technology to provide urban mobility and sustainability in a lovable modern design wholly inspired by the original.”
Sure does and in our opinion, this is the best solution that BMW could have chosen in this current economic climate. Creating a new and fourth brand that focuses on electric/fuel efficient cars, will allow BMW to maintain their image of a sport luxury automaker without diluting that brand.
The i-Setta brand will allow BMW to create the Megacity vehicles that are geared towards congested cities. The same source confirms that within the MINI brand, a new electric vehicle will be also sold under the name MIN-i.
