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 TeamThe Affluent Lifestyle Guide
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
Victor & Mary Alsobrook Victor & Mary Alsobrook
See yourself commanding a vehicle of precision and grace, one with relentless style, never failing...
Read More | View Profile
The Best of Luxury
Event Calendar

the holiday gift guide 2013


Sony DSC-QX100 Smartphone Attachable Lens

Sony basically packed all the usual camera inner workings within the lens... more >


Flask Bangle by Cynthia Rowley

For the life of the party this Cynthia Rowley flask bangle holds three ounces... more >


Carbon Fiber Ciclotte

Designed and crafted in Italy, Ciclotte's luxury exercise bike models... more >


Keeping Up with JustLuxe
Like Us on FacebookFollow Us on TwitterRSS Feeds
Sign Up for Our Newsletter!
Current News & Features
Dined at the Best Michelin Starred Restaurants in Asia Yet?
A Passion For Wine, Redefined
Olympic Star Torah Bright Drives Hard With Porsche
Get An Inside Look At Bang & Olufsen's Design Process
Understanding the History & Profiles of Southwest France Wines
Singapore Luxury Real Estate: Back to a Buyer's Market
Sail The Seven Seas With Ease In The Oyster 625 Bandido
The Montblanc Meisterstück Is On Point
The Winning Wines of the 2015 En Primeur Campaign
Say Hello To The iPad Pro
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
Audi Holds First Women’s Track Day With 2017 R8 Coupe
Mila Pantovich »
Fast Times: Test-Driving the New Porsche 718 on California's PCH
Jared Paul Stern »
Olympic Star Torah Bright Drives Hard With Porsche
Kat Ward »
See More Contributors