Home LifeStyle  Luxury Cars BMW rules out fourth brand, favors new "sub-brand"

BMW rules out fourth brand, favors new "sub-brand"

Posted: Aug. 5th, 2009  |  By JustLuxe Team
RSS Syndicated News Email a Friend Suggest an Article Share Visit Website
Luxury Cars: Since the release of its official strategy in September of 2007, media sources around the world have been speculating that BMW was looking at either launching its own new brand or acquiring one to help expansion. BMW already has a foothold in the luxury and ultra-luxury segments with its BMW and Rolls-Royce brands, respectively, plus it has the Mini small car brand as well, but reports suggested that the automaker may launch or revive a fourth brand for its upcoming family of Project i cars.

BMW CEO Norbert Reithofer has now made the final word on the topic, putting an end to claims of a new brand and reconfirming earlier statements that no existing brand fits the criteria BMW seeks in a partner at present. At one point it was thought BMW was interested in acquiring Volvo or possibly even the Triumph brand.

Speaking with the Wall Street Journal, Reithofer said the first Project i car will feature an electric drivetrain and will be launched under a "BMW sub-brand" comparable to BMW's M badge, which marks high-performance cars.

Reithofer also revealed that the vehicle will be launched "in the first half of the next decade," but failed to provide any further details. Earlier this week BMW confirmed that it would be partnering with SB LiMotive, a joint-venture between Bosch and Samsung SDI, for the supply of lithium-ion batteries for the new vehicles.

In related news, Reithofer also confirmed that BMW was still in talks with France's PSA Peugeot-Citroen over a possible deal to build new engines together, as well as Daimler on joint purchasing and sharing certain components.

Motor Authority
JustLuxe Contributor
Related Topics : Lifestyle News
Share on Facebook Share
See Next Article
Related Articles
Featured Contributor
Tara ImperatoreTara Imperatore
While you probably already have the first McLaren MP4-12C model sitting in your driveway, you might...
Read More | View Profile
The Best of Luxury
Event Calendar
Keeping Up with JustLuxe
Like Us on FacebookFollow Us on TwitterRSS Feeds
Sign Up for Our Newsletter!
Current News & Features
"World's Fastest" Dutch-Built Sportster Galatea Up For World Superyacht Award
Fifth-Generation Napa Valley Vinter Discusses the Science, Alcohol Content & Outlook for 21st Century Wines
This $600M Private Jumbo Jet Is More Penthouse Than Plane
Wider Yachts Shows Off Plans for Spacious W125 at Miami Boat Show
Aston Martin Cruelly Teases Us With the Roar of Vulcan's Engines
Here's Why Everything You Thought You Knew About Thread Count is a Lie
Better Brush Up On Your Golf Skills Before Moving Into This $5.8M Hualālai Resort Home
Totally Customizable Mercedes Actually Looks Like a Private Jet Inside
The Southern Steak & Oyster Should Be On Your Dining List When Heading to Nashville
Which 10 Restaurants Get to Sit With the Forbes Five-Star Cool Kids?
See the complete list

Best of Luxury

Finding the best in luxury can be a daunting task, which is why we've taken it on for you.
View All Best of Luxury
LivingLuxe. Exclusive Deals and Luxury Brands. Learn More
JustLuxe Galleries presents Popular Photo Galleries
Meet Our Writers Become a Contributor
Goodbye, Bugatti Veyron. Hello, Koenigsegg Regera! Check out the Hottest Supercars From the Geneva Motor Show
Mila Pantovich »
See More Contributors
THINGS WE LIKE