BMW confirms 'i-Setta' as fourth BMW Group brand [Video]

Classic style, modern technology

By Michael Gauthier
August 5, 2009 5:27 PM
Filed Under: BMW, German, Rumours

BMW has confirmed rumors that the company is creating a fourth brand.

In a statement released by BMW CEO Norbert Reithofer, he said that "The Board has now decided: This auto (Project i/ Megacity Vehicle) will be launched on the market as a sub-brand of BMW. As BMW is the innovation driver within the Group, the decision for a sub brand under BMW is the most logical step."

Set to tackle Daimler's Smart, the new "i-Setta" brand will try to mix urban hipness with eco-consciousness. According to a BMW Blog 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."  While the original 1955 Isetta only had one door and a 13 hp (10 kW) engine, the new car will likely boast at least two doors and more powerful fuel efficient engines.

In perhaps the most telling move of all, BMW has released a new Isetta video campaign to promote their museum. In essence, they're reminding consumers about the Isetta before launching the new brand.

Source: bmwblog.com

Comments

Dr Alvar Hanso
August 5, 2009 5:33 PM
Very cool video... i like the song too. The I-setta...mmmm... not so much.

X6M
August 5, 2009 5:35 PM
Hmm, small cars, smart move...

Narco
August 5, 2009 5:48 PM
It will be interesting to see how they will have to modify the car to pass crash tests here in the US....if it makes it here. Other than that, I'd buy one in a heartbeat if I lived in NYC.

Fishes,

Narco.


Edited by user on August 5, 2009 at 5:49 PM
Fat_N_Flirteous
August 5, 2009 9:33 PM
As long as the new Isetta is categorized as a three-wheel scooter with a top, it will pass the crash test -- it "should" be safer than a Piaggio MP3 500 scooter.

Sacto8780
August 6, 2009 3:15 AM
I do think BMW will offer a US model, mostly because of the new Obama Administration fuel economy/emission mandates. Hopefully, BMW sees it fit to use Fallbrook Technologies "NuVinci CVP" continuously-variable automatic for the new car.

nederina
August 5, 2009 6:08 PM
so this would be Apple's iPod Nano of cars?

Paulds
August 5, 2009 6:35 PM
I think it´s a smart move a different brand to produce small cars... wait and see...

prowler97
August 5, 2009 6:59 PM
More watering down of the luxury brand

Edison
August 5, 2009 7:02 PM
Why not just make a smaller, lighter, more upright, less-luxurious MINI-branded car instead of wasting money creating a new brand? What's the point of resurrecting the Isetta name if the new car is not going to have the trademark door? I can't see a modern car that can pass crash testing even resembling the look of the original vehicle. We'll see if BMW can pull it off I guess...

Bristol411S3
August 5, 2009 7:39 PM
I'd have thought MINI could easily move down into that sector. I am ot too sure either why they need to build a whole new brand.

M!
August 5, 2009 7:55 PM
BMW doesn't have any micro cars. this paths the way to more econo people movers.

car-o-bar
August 5, 2009 11:07 PM
Looks like TATA NANO has created a new category of cars here.

pismeov
August 6, 2009 4:20 AM
since the original isetta has been around for decades before the tata nano, and is targetting to compete with the smart car, which has also been around years before the nano, i fail to see how the nano created this category of cars....

benzboy
August 6, 2009 11:35 AM
STEVE URKELL WILL LIVE AGAIN LOL LOVE THIS CAR SNORT SNORT.

awhk
August 6, 2009 12:57 PM
So Mini is not really mini anymore...

Scarcliff
August 6, 2009 2:15 PM
Not a very catching name is it.

thomaspaluska
August 8, 2009 4:00 AM
well its all nice n' easy , has anyone of you spotted that the little car drinked the glass of water??!! I think that means something... the car might be called iSetta or what but its very much connected to bmw,it should stay BMW, even dough they bought the licence to build it As it was in the 60s from an italian firm,they should stick the roots

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